Marketing/SWOT

This week, you will be creating components of your capstone marketing plan assignment. You will then finish your plan in Week 5.

Using the company you selected for your marketing manager internship, you will complete a situation analysis with the goal of identifying a new product/service to develop your marketing plan against.

The company I have selected is Under Armour.

The paper must describe the selected company and its brand with a brief history of the company.

A paragraph should list the core products and services the company offers.

Identify the key current competitors for Under Armour.

Complete a SWOT Analysis on Under Armour

Purpose a new product or service line you want to develop a marketing plan for.

Justify the new product with a SWOT-based argument.

Describe your core product, estended product, and the product concept.

Explain how you plan to achieve competitive differentiation through creating customer value in four areas: branding, packaging, support, and quality.

Must be three to four double-spaced pages in length (not including title and references pages) and formatted according to APA Style
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as outlined in the Writing Center’s APA Formatting for Microsoft Word
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resource.
Must include a separate title page with the following:
Title of paper in bold font
Space should be between title and the rest of the information on the title page.
Student’s name
Name of institution (Ashford University)
Course name and number
Instructor’s name
Due date
Must utilize academic voice. See the Academic Voice
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resource for additional guidance.
Must include an introduction and conclusion paragraph. Your introduction paragraph needs to end with a clear thesis statement that indicates the purpose of your paper.
For assistance on writing Introductions & Conclusions
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as well as Writing a Thesis Statement
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, refer to the Writing Center resources.
Must use at least one scholarly or credible sources in addition to the course text.

Course text book that must be used as a reference is:
White, S. (2012). Principles of marketing (2nd ed.). Bridgepoint Education, Inc.