Marketing Plan

06Jan 2022 by

Part 1 General Information and Situational Analysis
Section 1 Company Background (Under Armour)

Describe your selected company or brand.
Tell a brief history of the company.
Summarize the core products and services the company offers.
Identify direct current competitors.

Explain why they direct competitors.

Section 2  SWOT Analysis 

Complete a SWOT analysis.
Propose the product or service line you want to develop a marketing plan for.
Justify your proposal with a SWOT-based argument for why it warrants marketing investment.

Section 3 Macro- and Microenvironment

Analyze at least two elements from each quadrant of Table 8.1 in the course text as the micro- and macroenvironment factors that affect the companys overall marketing strategy.

Part 2 The Marketing Plan
Section 1 Segmentation, Targeting, and Positioning (STP)

Describe your segmentation approach for your proposed product/service.

Be sure to discuss these elements of the segmentation approach: demographic, geographic, behavioral, and psychographic segmentation approaches.
Provide rationale for this approach.

Describe the target audiences or markets.
Create a positioning statement.

Section 2 The Marketing Mix

Formulate the 4Ps for your proposed product/service:

Product

Describe your core product, extended product, and the product concept.
Explain how you plan to achieve competitive differentiation through creating customer value in four areas:

Branding
Packaging
Support
Quality

Price
Place
Promotion with a special focus on digital media and integrated marketing communications (IMC)

Section 3 Global and Ethical Considerations, and Conclusion

Identify three business or sociocultural considerations in translating your marketing plan for use in a foreign market.
Discuss at least one policy/philosophy or idea regarding the companys

corporate social responsibility (CSR),
green marketing practices, and
ethics and ethical marketing.

Conclude with a summary of your plan and why it deserves to be funded.

Directions
Formatting Requirements

The Marketing Plan final project paper

Must be nine to 11 double-spaced pages in length (not including title and references pages or slides) and formatted according to APA Style 
Must include a separate title page and slide with the following:

Title of project in bold font

Space should be between title and the rest of the information on the title page.

Students name
Name of institution 
Course name and number
Instructors name
Due date

Must utilize academic voice. 
Must include an introduction and conclusion paragraph and subject headers for all parts, sections, and subsections. Your introduction paragraph needs to end with a clear thesis statement that indicates the purpose of your paper.
Must use at least four scholarly or credible sources in addition to the course text.

Label each section as listed below.
Part One Situation Analysis. Section 1 Company BackgroundSection 2 SWOT AnalysisSection 3 Macro and Micro Environment
Part Two The Marketing PlanSection 1 Segmenting, Target Audience andPositioningSection 2 – The Marketing MixSection 3 – Success Metrics, Global and EthicalConsiderations and ConclusionSection 4 – International Considerations