Unit IV Research Project
Marketing Plan
This week you will continue your
comprehensive marketing plan researching the SAME company that you researched
in previous units. Again, utilizing the CSU Online Library, you will research
the various elements of the marketing plan as it relates to this company. In
Unit IV you will provide a comprehensive discussion of the products and/or services
provided by your organization.
Product
This section will provide a
comprehensive look at the products, product lines, and services that are
offered by your company. This will include discussions about the quality of the
product/service and other additions such as warranties, installation, service
plans, or unique packaging features that are included with the product (if
pertinent). Include a discussion of whether your company’s products/services
would be considered business-to-consumer (B2C) or business-to-business
(B2B).Branding is also considered a part of the product offering, thus a
discussion of the branding efforts associated with your company and the
importance of said branding in the overall product offering should be included.
Within this discussion, review the positioning strategy of your company.
Competitive Advantage
A competitive advantage is an
important goal of every company, address whether your company has a competitive
advantage WITH RESPECT TO PRODUCT. The idea is to discuss whether your company
has a competitive advantage BBA 3201, Principles of Marketing 4
with respect to their product
offering and the attributes associated with product as discussed above.
Competitive advantage with respect to promotion, place, and pricing will be
discussed in later sections of the marketing plan. Once you have stated your
position, remember to include your rationale.
Your submission should be a
minimum of two pages in length, double-spaced with a reference page and title
page. References should include at least one additional, credible reference
beyond the textbook. All sources used must be referenced; paraphrased and
quoted material must have accompanying citations and cited per APA guidelines.
Include the use of subheadings (this week consider using Product and
Competitive Advantage in Product).
