Marketing Plan

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Part 1 General Information and Situational Analysis

Section 1 Company Background (Under Armour)

  • Describe your selected company or brand.
  • Tell a brief history of the company.
  • Summarize the core products and services the company offers.
  • Identify direct current competitors.
    • Explain why they direct competitors.

Section 2  SWOT Analysis 

  • Complete a SWOT analysis.
  • Propose the product or service line you want to develop a marketing plan for.
  • Justify your proposal with a SWOT-based argument for why it warrants marketing investment.

Section 3 Macro- and Microenvironment

  • Analyze at least two elements from each quadrant of Table 8.1 in the course text as the micro- and macroenvironment factors that affect the companys overall marketing strategy.

Part 2 The Marketing Plan

Section 1 Segmentation, Targeting, and Positioning (STP)

  • Describe your segmentation approach for your proposed product/service.
    • Be sure to discuss these elements of the segmentation approach: demographic, geographic, behavioral, and psychographic segmentation approaches.
    • Provide rationale for this approach.
  • Describe the target audiences or markets.
  • Create a positioning statement.

Section 2 The Marketing Mix

  • Formulate the 4Ps for your proposed product/service:
    • Product
      • Describe your core product, extended product, and the product concept.
      • Explain how you plan to achieve competitive differentiation through creating customer value in four areas:
        1. Branding
        2. Packaging
        3. Support
        4. Quality
      • Price
      • Place
      • Promotion with a special focus on digital media and integrated marketing communications (IMC)

Section 3 Global and Ethical Considerations, and Conclusion

  • Identify three business or sociocultural considerations in translating your marketing plan for use in a foreign market.
  • Discuss at least one policy/philosophy or idea regarding the companys
    • corporate social responsibility (CSR),
    • green marketing practices, and
    • ethics and ethical marketing.
  • Conclude with a summary of your plan and why it deserves to be funded.

 

Directions

Formatting Requirements

The Marketing Plan final project paper

  • Must be nine to 11 double-spaced pages in length (not including title and references pages or slides) and formatted according to APA Style 
  • Must include a separate title page and slide with the following:
    • Title of project in bold font
        • Space should be between title and the rest of the information on the title page.
    • Students name
    • Name of institution 
    • Course name and number
    • Instructors name
    • Due date
  • Must utilize academic voice. 
  • Must include an introduction and conclusion paragraph and subject headers for all parts, sections, and subsections. Your introduction paragraph needs to end with a clear thesis statement that indicates the purpose of your paper.
  • Must use at least four scholarly or credible sources in addition to the course text.

Label each section as listed below.

Part One Situation Analysis. 
Section 1 Company Background
Section 2 SWOT Analysis
Section 3 Macro and Micro Environment

Part Two The Marketing Plan
Section 1 Segmenting, Target Audience andPositioning
Section 2 – The Marketing Mix
Section 3 – Success Metrics, Global and EthicalConsiderations and Conclusion
Section 4 – International Considerations


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