BUS 330 BUS330 Week 2 Assignment Marketing Plan Product Identification and SWOT Analysis
BUS 330 Week 2 Assignment Marketing Plan Product Identification and SWOT Analysis
What to Do
This week, you will be creating components of your capstone marketing plan assignment. You will then finish your plan in Week Five.
Using the company you selected for your marketing manager internship, you will complete a situation analysis with the goal of identifying a new product/service to develop your marketing plan against. Check out our example.
The Marketing Plan: Product Identification and SWOT Analysis paper
How to Do It
Create a Word document of at least 750 words that is formatted to APA style and includes at least one scholarly resource from the Ashford University library in addition to the course text.
Your document should contain paragraphs that cover the following topics:
A description of your selected company/brand
The core products/services they offer
A brief history
Key current competitors
A SWOT analysis
The product or service line you want to develop a marketing plan for and a SWOT-based argument for
why it warrants marketing investment
Please see our sample situational analysis (completed for McDonald’s) for more details, including minimum lengths by topic.
What Should I Market?
The focus of your marketing plan can be a new product/service idea of your own or an existing product/service that you think deserves its own dedicated campaign. Just don’t pick something that you’ve already seen being actively marketed.
For example, after completing a SWOT analysis for McDonald’s, one might propose marketing new concepts like a McVeggie burger or an adult happy meal. Further afield, one might propose a whole new chain of pay to visit indoor McPlayground Centers. Or, relative to existing offerings, one might suggest a dedicated marketing campaign for, say, “burgers at breakfast” or after-midnight snacking via the drive-through.
Lean about your brand and then let your imagination run wild. It can be a big idea that will appeal to many of their customers or a very targeted effort—you decide. You can always adjust your idea after getting instructor feedback.
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