Saddle Ladder for riding horses

Marketing Plan Assignment  Due:                Thursday, 12/3/20 by 11:59 PM CT Worth:           275 points (27.5% of total course grade) Deliverable:   12-14-page paper  Details:           For this assignment, you are required to pick an existing product (Ford Mustang, for example) and synthesize information regarding the marketing environment and efforts surrounding that product – a modified marketing plan.   This is a research-based paper which means 1) you are required to draw upon scholarly sources in addition to our course text and 2) opinions should be kept to a minimum except when defending or explaining an inference.  Using the Mustang example, for instance, I can reasonably infer that the Chevrolet Camaro is a substitute product without a direct source stating so since both cars are similarly priced, both appeal to the same target market/demographic, both are made in the United States, etc.  Similarly, you may find it difficult to locate a credible source stating certain information such as who the target market is for a particular product.  Again, in these cases, reasonable inferences can be made as long as there is a logical and factual (aka cited) basis for such conclusions.  Obviously, don’t make any inferences unless you have exhausted all potential credible sources for information. This paper should include a title page, be double spaced in Times New Roman 12 with 1” margins and appropriately cite all sources referenced using APA style and formatting.  An abstract is not required.  The 12-14-page length refers to the body of the paper – title pages, References pages, appendices, etc. do not count toward the length of the paper.  This is an academic research paper and should be largely free of grammatical, spelling, and syntax errors.  Direct quotes should be kept to a minimum except when absolutely necessary (summarize and synthesize information).  Nothing should ever be “cut and pasted” in this or any other academic paper.  This paper is to be entirely your own, original work, and prepared specifically for this class without the help of any other person or resource outside of your brain and the sources you provide on your “References” page.  If you get information from an outside source, it should be included on your “References” page and anything included on your “References” page should be cited via in-text citations in the body of your paper.  A minimum of five peer-reviewed sources are required for this assignment in addition to any other sources you incorporate, including our text.  If you have questions regarding what is or is not appropriate in a college-level academic research paper, email your professor immediately.  Please note the Lindsey Wilson College Writing Center is an invaluable resource and its staff is ready, willing, and (more than) able to assist you with your term paper.   (continued on next page) Your Marketing Plan will contain the following 10 sections, each of which are typically included in a real marketing plan although several sections have been omitted.  Please be sure to subtitle each section in your paper. 1.     Introduction:   (what product are you choosing?  Provide a very basic description/history of the product and state the purpose of the paper.) 2.     The overarching company’s mission statement, vision statement, and long-term objectives, and how these compare to at least one competing company 3.     Current financial situation of the overarching company, current sales of product, sales projections, financial position/sales relative to competing companies/products 4.     Target market(s) and demographics for the product, behavior factors, why the product should appeal to this target, any evidence that this target is appropriate or inappropriate, too broad or too narrow, etc.  You can also address the company’s success in appealing to the target market via the product 5.     Market needs, market trends and market growth (or lack thereof) 6.     Detailed SWOT analysis  7.     Product mix (offerings), product description(s) (detailed) 8.     Pricing, promotional mix, advertising budget/allocation, ad campaigns, any evidence regarding efficacy of advertising efforts, advertising mediums (print, digital, tv, etc.) 9.     Outlook for the future (largely your informed opinion, based on your research, but financial projections can be included here also) including factors which will affect the specific product and factors which may affect the overarching company and the industry 10.  Conclusion

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