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Marketing Plan (Hypothetical Company)

Company fake name:Hawaiian Hibiscuits

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Marijuana grower, manufacturer, producer and distributor of cannabis infused cookies, brownies, and scones

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For this assignment, you will document your hypothetical company’s background information and mission statement, your company’s short- and long-term goals, an environmental analysis, and a SWOT analysis.

Note: You should create and / or make all necessary assumptions needed for the completion of this assignment.

Instructions

Create the first part of your marketing plan:

Write an introduction to your company. Describe your hypothetical company, its location, and the product it makes or the service it provides, and introduce the contents of your marketing plan.

Develop your company’s mission statement.

Decide the main goals that you would like to achieve within the next year (short term) and the main goals that you would like to achieve within the next five years (long term). Determine the most appropriate ways to measure both short- and long-term goals.

Note: Consider the following metrics: tracking downloads of website content, website visitors, increases in market share, customer value, new product /service adoption rates, retention, rate of growth compared to competition and the market, margin, and customer engagement.

Develop an environmental analysis that includes competitive, economic, political, legal, technological, and sociocultural forces.

Develop both a SWOT analysis and needs analysis for your product / service. Each analysis should examine three strengths, weaknesses, opportunities, and threats for your company.

Use at least three academic resources as quantitative marketing research to determine the feasibility of your product / service. These resources should be industry specific and relate to your chosen product / service.

Note: Wikipedia and other websites do not qualify as academic resources.

Your assignment must follow these formatting requirements:

Be typed, double-spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.

Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.

The specific course learning outcomes associated with this assignment are:

Analyze marketing environments and strategies used to strengthen product or service positioning.

a. Evaluate data and information on customer/consumer behavior.

b. Evaluate marketing research tools involved in the marketing process.

c. Examine the marketing science of customer behavior and products in the marketing exchange process.

Evaluate marketing strategies used to create/communicate customer value.

a. Analyze the marketing framework through a situation analysis.

Create an effective marketing plan.

a. Develop recommendations based on market analysis and strategy.

b. Develop strategies to assess performance and achieve marketing goals.

c. Develop dynamic strategies for competing.

Points: 200

Assignment 1: Part A: Your Marketing Plan

Criteria

Unacceptable

Below 70% F

Fair

70-79% C

Proficient

80-89% B

Exemplary

90-100% A

1. Write an introduction to your company. Describe your hypothetical company, its location, and the product it makes or the service it provides, and introduce the contents of your marketing plan.

Weight: 10%

Did not submit or incompletely wrote an introduction to the company. Did not submit or incompletely described the hypothetical company, its location, and the product it makes or the service it provides, and the contents of the marketing plan.

Partially wrote an introduction to the company. Partially described the hypothetical company, its location, and the product it makes or the service it provides, and the contents of the marketing plan.

Satisfactorily wrote an introduction to the company. Satisfactorily described the hypothetical company, its location, and the product it makes or the service it provides, and the contents of the marketing plan.

Thoroughly wrote an introduction to the company. Thoroughly described the hypothetical company, its location, and the product it makes or the service it provides, and the contents of the marketing plan.

2. Develop your company’s mission statement.

Weight: 10%

Did not submit or incompletely developed your company’s mission statement.

Partially developed your company’s mission statement.

Satisfactorily developed your company’s mission statement.

Thoroughly developed your company’s mission statement.

3. Decide the main goals that you would like to achieve within the next year (short term) and the mains goals that you would like to achieve within the next five years (long term). Determine the most appropriate ways to measure both short- and long-term goals.

Weight: 10%

Did not submit or incompletely decided the main goals to achieve within the next year (short term) and the mains goals to achieve within the next five years (long term). Did not submit or incompletely determined the most appropriate ways to measure both short- and long-term goals.

Partially decided the main goals to achieve within the next year (short term) and the mains goals to achieve within the next five years (long term). Partially determined the most appropriate ways to measure both short- and long-term goals.

Satisfactorily decided the main goals to achieve within the next year (short term) and the mains goals to achieve within the next five years (long term). Satisfactorily determined the most appropriate ways to measure both short- and long-term goals.

Thoroughly decided the main goals to achieve within the next year (short term) and the mains goals to achieve within the next five years (long term). Thoroughly determined the most appropriate ways to measure both short- and long-term goals.

4. Develop an environmental analysis that includes competitive, economic, political, legal, technological, and sociocultural forces.

Weight: 25%

Did not submit or incompletely developed an environmental analysis that includes competitive, economic, political, legal, technological, and sociocultural forces.

Partially developed an environmental analysis that includes competitive, economic, political, legal, technological, and sociocultural forces.

Satisfactorily developed an environmental analysis that includes competitive, economic, political, legal, technological, and sociocultural forces.

Thoroughly developed an environmental analysis that includes competitive, economic, political, legal, technological, and sociocultural forces.

5. Develop both a SWOT analysis and needs analysis for your product / service. Each analysis should examine three strengths, weaknesses, opportunities, and threats for your company.

Weight: 25%

Did not submit or incompletely developed both a SWOT analysis and needs analysis for the product / service. Did not submit or incompletely examined three strengths, weaknesses, opportunities, and threats for the company.

Partially developed both a SWOT analysis and needs analysis for the product / service. Partially examined three strengths, weaknesses, opportunities, and threats for the company.

Satisfactorily developed both a SWOT analysis and needs analysis for the product / service. Satisfactorily examined three strengths, weaknesses, opportunities, and threats for the company.

Thoroughly developed both a SWOT analysis and needs analysis for the product / service. Thoroughly examined three strengths, weaknesses, opportunities, and threats for the company.

6. Citations and References / Information Literacy / Integration of Sources

Weight: 10%

Lack of in-text citations and/or lack of reference section. Serious errors in the integration of sources, such as intentional or accidental plagiarism.

In-text citations and references are provided, but they are only partially formatted correctly in APA style. Does not meet the required number of references; some or all references are poor-quality choices. Sources are partially integrated using effective techniques of quoting, paraphrasing, and summarizing.

Most in-text citations and references are provided, and they are generally formatted correctly in APA style. Meets number of required references; all references are high-quality choices. Sources are mostly integrated using effective techniques of quoting, paraphrasing, and summarizing.

In-text citations and references are error free and consistently formatted correctly in APA style. Exceeds number of required references; all references are high-quality choices. Sources are consistently integrated using effective techniques of quoting, paraphrasing, and summarizing.

7. Clarity, Writing Mechanics, Grammar, and Formatting

Weight: 10%

Information is confusing to the reader and fails to include reasons and evidence that logically support ideas. Serious and persistent errors in grammar, spelling, punctuation, or formatting.

Information is partially clear with minimal reasons and evidence that logically support ideas. Partially free of errors in grammar, spelling, punctuation, or formatting.

Information is mostly clear and generally supported with reasons and evidence that logically support ideas. Mostly free of errors in grammar, spelling, punctuation, or formatting.

Information is provided in a clear, coherent, and consistent manner with reasons and evidence that logically support ideas. Error-free or almost error-free grammar, spelling, punctuation, or formatting.

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