Again
I am using Ikea for this project. Use the grading rubric attached.
Purpose
of Assignment
To develop effective
relationship marketing, a company must first understand its targeted consumers’
buying influences and behaviors. This week’s assignment is the first part of
the development of a marketing plan. It provides the foundation of the
marketing plan and introduces the student to a variety of diagrammatic tools
for understanding a business.
Assignment
Steps
To develop effective
relationship marketing, a company must first understand its targeted consumers’
buying influences and behaviors. In Week 2, create the Research section of your
plan.
Create the research section of your marketing plan
in minimum of 700 words.
Include at least 3 elements of the Research List of
Topics (see list below):
·
Research List of Topics:
o
Primary Research
o
Secondary Research
o
Consumer Analysis
o
Customer Profile
o
Continuous Consumer Monitoring
& Research
o
Environmental Scanning
o
Identify Market, Economic,
Technological, Regulatory, Legal, Social, and Ecological Forces
o
Current Opportunities
o
Potential Future Opportunities
o
Current Threats
o
Potential Future Threat
·
Diagrams are not required but
can be used to provide clarity and conciseness. Diagrams (and subsequent
discussion) can include SWOT (emphasizes internal market–Strengths, Weakness,
Opportunities, Threats) TOWS (emphasizes the external market–Threats,
Opportunities, Weakness, Strength), PEST (Political, Economical, Social,
Technological), SOAR (Strengths, Opportunities, Aspirations, Results), and/or
STEEP (Social, Technological, Environmental, Economical, Political). All
diagram(s) should be in APA format and must include a subsequent discussion of
the diagram(s) providing insight and clarity.
Develop the first two parts of the Target Market
section, which includes an overview of the demographics (age, income, family
members, and birthdays) and psychographics (activities, interests, and
opinions) analysis. This is not a detailed analysis but an overview (basic
trends and insights from the data that is presented in annual reports and other
SEC type filings).
Explain the insights you have gained from your
inspection and analysis of the demographic and psychographic information you
have found.
This assignment will be incorporated
into your overall marketing plan for Week 6.
Cite a minimum of three peer-reviewed references.
Format your assignment consistent with APA
guidelines.
Clickthe Assignment Files tab to submit your assignment.
