*A minimum of 3 scholarly sources including your textbook must be cited using any recognized citation style. Use in-text citations throughout the paper. (Book is “Principles of Marketing, 17th Edition
By: Philip Kotler; Gary Armstrong)
*8 pages NOT including appendix
Introduction to Organization and Product/Service and Microenvironment :
*Background and explanation including the one or two products/services you are focusing on
*Include main actors in the micro environment (Please be specific and provide relevant analysis useful for the organization).
*Include a discussion of the main forces in the macroenvironment (Please be specific and provide relevant analysis useful for the organization).
Basic Marketing Research:
*What marketing research does the organization plan (incorporate macroenvironment and microenvironment)?
*Strengths, Weaknesses, Opportunities, Threats – a chart format is OK for this section
*Be specific, preferably measurable objectives, explain
Positioning, Target Market and Segmentation:
*Create a positioning statement or improve upon the one the organization currently has (this can be a short phrase or one-liner). What is the segment and who is the target market?
Marketing Mix Strategies:
Describe strategies for all 4 P’s of marketing, or how to improve what a company is currently doing;
Promotion and Integrated Marketing Communication (advertising and sales promotion)
Ethical, Legal and Privacy Considerations:
*What ethical and legal issues present themselves? Consider any of these as relevant and describe how you would address these.
Include any data and graphs or web printouts that are relevant but are too large to fit within the text of the report. This is an optional section.
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