Order ID 53563633773 Type Essay Writer Level Masters Style APA Sources/References 4 Perfect Number of Pages to Order 5-10 Pages
Marketing Efforts your Brand Research Paper
Marketing Efforts your Brand Research Paper
See example in book on page 59 under Appendix 2A .
The team project, worth 25%, will begin mid-semester after you have completed the individual branding assignment. I will assign teams of 4 or 5 students; your team will choose a brand from the assignment list and research the current competitive situation and marketing efforts of your brand.
Based on what you have learned, the team will then expand the product or service to a new market segment, or create a new variation of the product or service to develop objectives and a new marketing mix. The plan must be written sequentially so that the marketing mix fits the objectives and situation.
One member will submit the group paper (in its entirety) with all names alphabetically. If any team member fails to participate in the project, it should be noted on the cover page and they will receive a zero on the project. 10% of the team project grade will be the Team Member Evaluation of each member in the group including the member themselves.
They will be averaged to determine each member’s evaluation of their group. Anyone failing to complete the evaluation will receive a zero for the evaluation.
Assessment Method: Papers will be graded on the comprehensiveness of the assignment (i.e. covering every element in the assignment), quality of research (using appropriate sources, objective sources), thoroughness of research (quantity of sources), quality of writing, incorporation of marketing terms and concepts in the paper, and originality of your recommendation. See the rubric at the end of the syllabus for specific grading criteria. SLO 3 and SLO 4
Team Marketing Plan Assignment – Due ______End of Week 15
Choose a brand from the list below or select one of your own choice to research and develop a marketing plan. You should be able to find information from business media, such as The Wall Street Journal, Business Week, Fortune, Advertising Age, or Forbes. Start with the recommended publications above.
Other information may be obtained from the company’s website, and from the business section of daily newspapers. You may also look for the product in stores, or visit the business for additional information.
This is particularly helpful for understanding the competition, the pricing, and distribution strategies. Use multiple sources because some may be biased (for example, the company website probably avoids any negative information about the brand).
I expect a minimum of twelve current articles (2012 – present), not including the company website, as background for your paper. If you are not sure about the meaning of the terms in the outline below, consult your textbook to make sure you understand what you are saying about the brand.
Although many students start their searches with Wikipedia for background information, Wikipedia is NEVER appropriate as a citation in college level work.
The major part of the assignment will focus on what the company is or has been doing. Part four concludes with your recommendations to change something about the way the product should be marketed.
The actual paper should be written in paragraphs, ie, not simply an outline with bullets. Go to http://owl.english.purdue.edu/owl/resource/560/01/ if you need writing help, especially for an explanation of how to cite your sources using APA format. The paper should cover:
- Situation Analysis
- What is the company’s mission and overall business objectives?
- What resources does the company have that make them unique?
iii. How is the marketing function organized (centralized? By brand or category? By market?)
- External Environment
- What is the overall domestic and global market for the product? What is the approximate market share?
- Who are the competitors? What are their marketing strategies?
iii. How does the economic environment affect demand for the product?
- What is happening in the social and cultural environment that affects the product?
- What is happening in the legal and regulatory environment?
- How does the technological environment affect the business?
- SWOT Analysis
- Based on our understanding of the internal and external environments, what are the key opportunities and threats for the marketing of the brand?
- Target Market
- Describe the current target market(s) for the product. What segmentation variables are used to divide the market?
- What type of targeting strategy is used? (undifferentiated, concentrated, differentiated)
- Research additional information about this (these) target markets that would be helpful in improving the marketing mix. A business librarian may be useful in finding appropriate sources of information.
III. Current Marketing Mix
- Pricing strategy
- Place or distribution
- Promotional campaign
- New Directions: Based on the information you about the current marketing plan for your brand, identify a major problem or opportunity (for your company or brand) that you want to address with changes, including:
- Marketing Objectives (list 3 or 4 outcomes that can be achieved by altering a target market, introducing a new product, or substantially changing elements of the marketing mix to address the problem or opportunity.
- Marketing Strategies
- Any changes in the consumer or business target markets
- Any target market segments that will remain the same
- Marketing Mix
- Positioning the product and product strategies. Include packaging, branding, and introduction of any new product lines
- Pricing strategies (using terminology from the text)
- Promotion strategies (current and new recommendations) – (again, using terminology from the text)
- Distribution strategies (current and new recommendations)
- Implementation Strategies
- Monitoring and Control Strategies
Brands(DONOT USE Topic) Dr. Pepper soft drinks Fage Greek Yogurt Iams Pet Food products Microsoft XBox One Nissan Leaf electric cars Nook Tablet
Only one plan should be submitted per group. When the paper is submitted there will be a turnitin score given automatically. You may submit as many times as needed before the deadline. I will only grade the last submission. Papers with more than 20% duplication may not be accepted, so plan on editing your paper after you get initial feedback from the Turnitin.com report.
All references must be cited, using the APA format.
Please make sure all names are on the first page, in alphabetical order. Then submit the assignment in the Dropbox for Group Assignment
QUALITY OF RESPONSE NO RESPONSE POOR / UNSATISFACTORY SATISFACTORY GOOD EXCELLENT Content (worth a maximum of 50% of the total points) Zero points: Student failed to submit the final paper. 20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. 30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. 40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. 50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. Use of Sources (worth a maximum of 20% of the total points). Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. 5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. 10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. 15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. 20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. Grammar (worth maximum of 20% of total points) Zero points: Student failed to submit the final paper. 5 points out of 20: The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors 10 points out 20: The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors 15 points out of 20: The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. 20 points: The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. Structure of the Paper (worth 10% of total points) Zero points: Student failed to submit the final paper. 3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. 5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements. The student also significantly writes too large or too short of and paper 7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. 10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper.
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Marketing Efforts your Brand Research Paper
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