Strayer MKT500 assignment 2

Assignment 2: Part B: Your Marketing Plan
Due Week 6 and worth 240 points
From the start of this course, you have accessed the Interactive Marketing Plan tool and used the
step-by-step guide to complete Part B of your marketing plan. You are required to submit a marketing
plan for a hypothetical product-based company. Your plan must include the company’s mission,
introduction and branding, and information collected from Step 5 of the Interactive Marketing Plan,
located in the course shell. Note: Some elements may not be covered in the Interactive Marketing Plan
and will require additional research.
Note: You may create and /or make all necessary assumptions needed for the completion of this
assignment.
Write a four to five (4-5) page paper in which you:
1. Revise your executive summary from Assignment 1, based on feedback from your instructor.
2. Develop a branding strategy for your product that covers the brand name, logo, slogan, and at
least one (1) brand extension.
3. Develop a marketing strategy for your product and determine an appropriate time table for
execution of the plan (e.g., phase 1, phase 2, etc.). Provide a rationale for your response.
4. Develop a positioning statement which should include, at a minimum, a benefit, user, competitive,
or innovative statement about your product. Provide a rationale for your time frame for execution
of your positioning statement.
5. Examine the relevant marketing science of customer behavior for your product.
6. Develop your company’s mission statement and company introduction.
7. Use at least three (3) academic resources as quantitative marketing research to determine the
feasibility of your product / service. These resources should be industry specific and relate to your
chosen product / service. Note: Wikipedia and other Websites do not qualify as academic
resources.
Your assignment must follow these formatting requirements:
? Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all
sides; citations and references must follow APA or school-specific format. Check with your
professor for any additional instructions.
? Include a cover page containing the title of the assignment, the student’s name, the professor’s
name, the course title, and the date. The cover page and the reference page are not included in
the required assignment page length.