Paper instructions
*A minimum of 3 scholarly sources including your textbook must be cited using any recognized citation style. Use in-text citations throughout the paper. (Book is "Principles of Marketing, 17th Edition
ISBN: 9780134461427
By: Philip Kotler; Gary Armstrong)
*8 pages NOT including appendix
INSTRUCTIONS
Introduction to Organization and Product/Service and Microenvironment :
*Background and explanation including the one or two products/services you are focusing on
*Include main actors in the micro environment (Please be specific and provide relevant analysis useful for the organization).
*Include a discussion of the main forces in the macroenvironment (Please be specific and provide relevant analysis useful for the organization).
Basic Marketing Research:
*What marketing research does the organization plan (incorporate macroenvironment and microenvironment)?
SWOT Analysis:
*Strengths, Weaknesses, Opportunities, Threats – a chart format is OK for this section
Marketing Objectives:
*Be specific, preferably measurable objectives, explain
Positioning, Target Market and Segmentation:
*Create a positioning statement or improve upon the one the organization currently has (this can be a short phrase or one-liner). What is the segment and who is the target market?
Marketing Mix Strategies:
Describe strategies for all 4 P’s of marketing, or how to improve what a company is currently doing;
Product
Price
Place
Promotion and Integrated Marketing Communication (advertising and sales promotion)
Ethical, Legal and Privacy Considerations:
*What ethical and legal issues present themselves? Consider any of these as relevant and describe how you would address these.
Conclusion:
Appendix (optional)
Include any data and graphs or web printouts that are relevant but are too large to fit within the text of the report. This is an optional section.