Overview

Throughout this course, you will create a marketing plan for a hypothetical company that provides a product or service. (Remember, you selected this company and product or service in your Week 1 discussion.) For this assignment, you will build a foundation for your marketing plan by creating a situational analysis for your hypothetical company. This will include a marketing plan summary, short- and long-term goals, a competitive analysis, a SWOT Analysis, and a customer analysis for your hypothetical company.

Note: You should make all assumptions needed for the completion of this assignment.

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Instructions

Complete this assignment using the Marketing Plan Template Part A Download Marketing Plan Template Part A [DOCX].

Step 1: Use the Marketing Plan Template Part A to complete Part A by developing 3 to 4 double-spaced pages, excluding the title page and sources page. Save it as Lastname_Firstname_MKT500_MarketingPlan_PartA_Assignment.

Step 2: Follow the instructions carefully as you complete each assignment, updating and improving the content based on instructor feedback.

Step 3: Review the assignment rubric to ensure you have met all requirements and submit the completed template using the assignment link in your course.

Section Instructions

Marketing Plan Summary

1. Develop a Marketing Plan Summary for your hypothetical company.

• Include the company name, type of business, the product it makes or the service it provides, and location.

Your answer in this section should be 1-2 paragraphs. Refer to the Week 1 Discussion.

Goals

2. Determine the short-term goals (within one year) for your company.

• Include an appropriate strategy to measure them.

3. Determine the long-term goals (within five years) for your company.

• Include an appropriate strategy to measure them.
  • The short-term and long-term goals should be realistic, practical, and “SMART” (Specific; Measurable; Achievable; Realistic; and Time-based).
  • Consider revenue and profit when creating your goals. The following metrics would likely be considered: increases in market share, new product adoption rates, retention, rate of growth compared to competition and the market, and margin. 

Your answer in this section should be 1-2 paragraphs.

Competitive Analysis

4. Develop a competitive analysis for two of your hypothetical company’s competitors.

• Include the following components in the analysis:
  • Why you selected the two competitors.
  • The product or service offered by each competitor.
  • How it is similar or different to your product or service.
  • The reputation of each competitor.

Your response in this section should be 3-4 paragraphs.

Social Media Analysis

5. Analyze the social media presence of each competitor.

• The analysis should include platforms, types of content, the number of followers, and their customer reviews, including the company's response.

Your answers in this section should be 3-4 paragraphs. In your analysis, use complete sentences and provide thoughtful explanations rather than just answering the questions briefly. (Note: this section was started in the Week 2 Discussion. Review the feedback and provide a complete analysis here.)

SWOT Analysis

6. Develop a written SWOT analysis explaining why you chose the SWOT elements you did and the importance of each SWOT element as it relates to marketing your product or service and the impact on the business and/or customer.

• Strengths.
  • Strengths are internal and under your control.
  • Think about features and benefits to the customer.
  • Your answer should be 2 paragraphs.
• Weaknesses.
  • Weaknesses are internal and under your control.
  • Your answer should be 2 paragraphs.
• Opportunities.
  • Opportunities are external, happening outside your company, that you can take advantage of, such as new technology.
  • Your answer should be 2 paragraphs.
• Threats.
  • Threats are external, happening outside your company, that will impact your business, such as new government policies or laws.
  • Your answer should be 2 paragraphs.

From your analysis, bullet the three main strengths, weaknesses, opportunities, and threats for your company in the table provided in the Marketing Plan Template Part A.

Customer Analysis

7. Discuss 3 insights in regard to your hypothetical company’s customers, based on the following categories.

• Unmet Needs
  • What challenges are customers facing with current industry offerings? Have customers attempted to solve these challenges themselves? If so, how?
  • In what part of the customer journey are there pain points? What are the severity and incidence of these pain points?
  • What do customers not like about current offerings? Why are they dissatisfied? Why are some customers changing brands or suppliers? Why are others leaving the category altogether?
• Customer Motivations
  • Why was a certain offering chosen over another one?
  • What elements of the product/service do customers value most and dislike most?
  • What are the customers’ objectives when they use products and services in this category? What benefits are they really buying?
• Segmentation
  • Do the customers fall into any logical groups based on needs, motivations, or characteristics?
  • Who are the biggest spending customers? The most profitable? The most attractive potential customers? How much could each segment grow?
  • Your answer should be 1-2 paragraphs per category (5-6 total).

Provide at least two current (within 5 years) academic resources from the Strayer Library and/or outside sources. Note: Wikipedia and Web-based blogs do not qualify as credible resources. In-text citations are required when paraphrasing or quoting another source. Cite each source listed on your source page at least one time within your assignment.

For help with research, writing, and citation, access the library or review library guides. For citing social media resources, refer to How Do I Cite a Post From Social Media?

This course requires the use of Strayer Writing Standards (SWS). The library is your home for SWS assistance, including citations and formatting. Please refer to the Library site for all support. Check with your professor for any additional instructions.

The specific course learning outcome associated with this assignment is: 

• Evaluate a company's goals, competition, needs, opportunities, strengths, and weaknesses based on its respective market.

Help Resources

• SWOT Analysis Sample [PDF]Download SWOT Analysis Sample [PDF]

Week 4 Assignment – Marketing Plan Part AWeek 4 Assignment – Marketing Plan Part ACriteriaRatingsPtsDevelop a Marketing Plan Summary for your hypothetical company.18 to >16.2 ptsExemplaryDeveloped a Marketing Plan Summary for your hypothetical company.16.2 to >12.6 ptsCompetentDeveloped a Marketing Plan Summary for your hypothetical company, but the marketing summary lacks details and clarity.12.6 ptsNeeds ImprovementDeveloped a Marketing Plan Summary for your hypothetical company, but did not include all the key components of the marketing summary.12.6 to >0 ptsUnacceptableDid not develop a Marketing Plan Summary for your hypothetical company./ 18 ptsDetermine the short-term goals (within one year) for your company and include the appropriate strategy to measure them.27 to >24.3 ptsExemplaryDetermined the short-term goals (within one year) for your company and included the appropriate strategy to measure them.24.3 to >18.9 ptsCompetentDetermined the short-term goals (within one year) for your company and included the appropriate strategy to measure them, but the determination lacks details and clarity.18.9 ptsNeeds ImprovementDetermined the short-term goals (within one year) for your company and include the appropriate strategy to measure them, but the goals are incomplete and the measurement strategy is incorrect.18.9 to >0 ptsUnacceptableDid not determine the short-term goals (within one year) for your company, and did not include the appropriate strategy to measure them./ 27 ptsDetermine the long-term goals (within five years) for your company and include an appropriate strategy to measure them.27 to >24.3 ptsExemplaryDetermined the long-term goals (within five years) for your company and included an appropriate strategy to measure them.24.3 to >18.9 ptsCompetentDetermined the long-term goals (within five years) for your company and include an appropriate strategy to measure them, but the determination lacks details and clarity.18.9 ptsNeeds ImprovementDetermined the long-term goals (within five years) for your company and include an appropriate strategy to measure them, but the goals are incomplete and the measurement strategy is incorrect.18.9 to >0 ptsUnacceptableDid not determine the long-term goals (within five years) for your company and did not include an appropriate strategy to measure them./ 27 ptsDevelop a competitive analysis for two of your hypothetical company’s competitors.27 to >24.3 ptsExemplaryDeveloped a competitive analysis for two of your hypothetical company’s competitors.24.3 to >18.9 ptsCompetentDevelop a competitive analysis for two of your hypothetical company’s competitors, but the analysis lacks details and clarity.18.9 ptsNeeds ImprovementDeveloped a competitive analysis for two of your hypothetical company’s competitors, but the analysis is incomplete or incorrect.18.9 to >0 ptsUnacceptableDid not develop a competitive analysis for two of your hypothetical company’s competitors./ 27 ptsAnalyze the social media presence of each competitor.18 to >16.2 ptsExemplaryAnalyzed the social media presence of each competitor.16.2 to >12.6 ptsCompetentAnalyzed the social media presence of each competitor, but the analysis lacks details and clarity.12.6 ptsNeeds ImprovementAnalyzed the social media presence of each competitor, but the analysis is incomplete or incorrect.12.6 to >0 ptsUnacceptableDid not analyze the social media presence of each competitor./ 18 ptsDevelop a written SWOT analysis explaining why you chose the SWOT elements you did and the importance of each SWOT element as it relates to marketing your product or service and the impact to the business and/or customer.27 to >24.3 ptsExemplaryDeveloped a written SWOT analysis explaining why you chose the SWOT elements you did and the importance of each SWOT element as it relates to marketing your product or service and the impact to the business and/or customer.24.3 to >18.9 ptsCompetentDeveloped a written SWOT analysis explaining why you chose the SWOT elements you did and the importance of each SWOT element as it relates to marketing your product or service and the impact to the business and/or customer, but the analysis lacks details and clarity.18.9 ptsNeeds ImprovementDeveloped a written SWOT analysis explaining why you chose the SWOT elements you did and the importance of each SWOT element as it relates to marketing your product or service and the impact to the business and/or customer, but the analysis is incomplete or incorrect.18.9 to >0 ptsUnacceptableDid not develop a written SWOT analysis explaining why you chose the SWOT elements you did and the importance of each SWOT element as it relates to marketing your product or service and the impact to the business and/or customer./ 27 ptsDiscuss three (3) insights in regard to your hypothetical company’s customers, based on the following categories.18 to >16.2 ptsExemplaryDiscussed three (3) insights in regard to your hypothetical company’s customers, based on the following categories.16.2 to >12.6 ptsCompetentDiscussed two (2) insights in regard to your hypothetical company’s customers, based on the following categories.12.6 ptsNeeds ImprovementDiscussed one (1) insight in regard to your hypothetical company’s customers, based on the following categories.12.6 to >0 ptsUnacceptableDid not discuss three (3) insights in regard to your hypothetical company’s customers, based on the following categories./ 18 ptsInclude two required quality academic resources.9 to >8.1 ptsExemplaryIncluded two required quality academic resources.8.1 to >6.3 ptsCompetentIncluded two academic resources, but the resources were not of a quality nature.6.3 ptsNeeds ImprovementIncluded one quality academic resource.6.3 to >0 ptsUnacceptableResources were not provided, or the resources were not of a quality nature./ 9 ptsDevelop the Marketing Plan – Part A that meets the required number of pages, is clear, includes appropriate writing mechanics, and follows SWS formatting requirements.9 to >8.1 ptsExemplaryWriting meets the required number of pages, writing has very few spelling, punctuation, and grammatical errors, few fragments, comma splices, and run-ons. 0–2 errors present.8.1 to >6.3 ptsCompetentWriting meets the required number of pages, writing has spelling, punctuation, and grammatical errors that are distracting in a few places; few fragments, comma splices, and run-ons. 3–4 errors present.6.3 ptsNeeds ImprovementWriting does not meet the required number of pages, writing has spelling, punctuation, and grammatical errors that are distracting in some places. 5–6 errors present.6.3 to >0 ptsUnacceptableWriting does not meet, or exceed the required number of pages, has spelling, punctuation, and grammatical errors, fragments, comma splices and run-ons that distract from the message. More than six errors present./ 9 ptsTotal Points: 0 

Your employer, a midsized human resources management company, is considering expansion into related fields, including the acquisition of Temp Force Company, an employment agency that supplies word processor operators and computer programmers to businesses with temporarily heavy workloads. Your employer is also considering the purchase of Biggerstaff & McDonald (B&M), a privately held company owned by two friends, each with 5 million shares of stock. B&M currently has free cash flow of $24 million, which is expected to grow at a constant rate of 5%. B&M’s financial statements report short-term investments of $100 million, debt of $200 million, and preferred stock of $50 million. B&M’s weighted average cost of capital (WACC) is 11%. Answer the following questions:

Part 1: Using complete sentences and academic vocabulary, please answer questions a through d.

Part 2: Using the mini case information, write a 250-500-word report presenting potential ethical issues that may arise from expanding into other related fields. In your discussion, proactively strategize about possible expansion by explaining opportunities to promote ethical standards within your organization. 

a. Describe briefly the legal rights and privileges of common stockholders.

b.What is free cash flow (FCF)? What is the weighted average cost of capital? What is the free cash flow valuation model?

c. Use a pie chart to illustrate the sources that comprise a hypothetical company’s total value. Using another pie chart, show the claims on a company’s value. How is equity a residual claim?

d. Suppose the free cash flow at Time 1 is expected to grow at a constant rate of  forever. If  , what is a formula for the present value of expected free cash flows when discounted at the WACC? If the most recent free cash flow is expected to grow at a constant rate of  forever (and  ), what is a formula for the present value of expected free cash flows when discounted at the WACC?

To live comfortably in retirement, you decide you will need to save $2 million by the time you are 65 (you are 30 years old today). You will start a new retirement savings account today and contribute the same amount of money on every birthday up to and including your 65th birthday. Using TVM principles, how much must you set aside each year to make sure that you hit your target goal if the interest rate is 5%? What flaws might exist in your calculations? What variables could lead to different outcomes? What actions could you take to ensure you reach your target goal?

 Financial ratios are essential to provide an accurate valuation of a firm. Select a publicly traded firm of your choice. Select one ratio each in the areas of (a) performance, (b) activity, (c) financing, and (d) liquidity warnings. Provide an evaluation of the selected firm's strengths and weaknesses. Based on the ratios you selected, how well does your chosen firm perform? Explain. 

You will select an organization you are familiar with to analyze the culture and make recommendations using critical thinking to develop a Fishbone Diagram. The Fishbone Diagram is a visual way to look at the cause and effect of a problem, not the solution.

Watch The Fishbone DiagramLinks to an external site. video to learn how to develop a Fishbone Diagram for your selected organization and identified problem. Download the template Download template, and complete the Fishbone Diagram, which will be used to complete Week 3 and 4 assignments.

Instructions 

• Select the organization you will use to complete the Fishbone Diagram and prepare for the Week 3 and 4 assignments base your organization selection on the following criteria.
  • The organization should be one you are familiar with. 
  • You have access to internal processes. 
  • It has an organizational problem that needs to be resolved. 
  • You can think of a realistic and enforceable solution to the issue. 
• Develop a Fishbone Diagram using the instructions below and the provided template.

Developing the Fishbone Diagram

Note: It is important to view the following videos before starting the assignment and to develop your Fishbone diagram.

• Bloom's Taxonomy and Critical Thinking SkillsLinks to an external site..
• Critical Thinking ModelLinks to an external site..
• The Fishbone Diagram.Links to an external site.

The purpose of the Fishbone Diagram is to support you as you drill down to identify the actual problem. You can use as many major causes and sub-causes as you may need to document the results of your brainstorming as you identify the root problem.

To get started, you may want to research different brainstorming techniques, such as the 5 Why's or the 4P's to assist you in completing the Fishbone Diagram. When you start the brainstorming process, you should think of the diagram as a fish with the main axis being the fish spine; the issue's primary factors branch out in a fashion resembling the bones of the fish.

Using the Fishbone Diagram helps you to break down complex issues into manageable components. Take note of causes that appear numerous times. Test the most likely cause and verify it with data.
Important: Keep in mind to state causes, not solutions.

Note: The diagram for this assignment has been created in Excel to provide you with a template to work in and does not reflect the traditional Fishbone Diagram but works the same way. You may not need to use all the major cause or sub-cause fields provided; it is not required.

The following are the steps to construct your Fishbone Diagram.

1. Brainstorm potential causes of the problem.
2. Identify your major cause categories and record them in the diagram.
   • Note: Double-click in the field where you want to record information.
   • The following are examples of categories that are commonly used, but yours may be different:
     • Turnover, Culture, Retention, Job Satisfaction, Management, Customer Service.
     • Methods, Machines, Materials, People.
     • Places, Procedures, Employees, Policies.
     • Surroundings, Suppliers, Systems, Skills.
3. Identify sub-causes that may contribute to the problem and record them in the diagram.
   • Review each sub-cause and highlight the most likely causes on the diagram.
   • Review the sub-causes that are highlighted and ask, "Why is this a cause?" Asking why helps you get to the root of the problem.
   • Identify supporting information that could contribute to each of the sub-causes.
   • Add the contributing factors in a branch off the sub-cause.
   • Continue identifying causes until you identify the root cause for the problem.

Prepare

• Prepare for the assignments due in Weeks 3 and 4 by reviewing the course guide and the assignment requirements.
  • Read the assignment instructions thoroughly.
  • Start to research one source of power to formulate your individualized approach.
  • Reach out to your instructor with questions early.

Confidentiality: Since you will be addressing real issues in real organizations in your assignments, it is important to respect confidentiality. Feel free to use an alias for any company or individuals you might mention in your assignments. Remember that all discussions about these organizations should only occur within this course and not be shared with people outside the course. 

This course requires the use of Strayer Writing Standards (SWS). The library is your home for SWS assistance, including citations and formatting. Please refer to the Library site for all support. Check with your professor for any additional instructions.

Help Resources

• Check out the BUS520 Library Guide.
• Check out this interactive tutorial: Using Your Own Words: Preventing PlagiarismLinks to an external site..

Week 2 Activity – Organizational Issues and Solutions Fishbone DiagramWeek 2 Activity – Organizational Issues and Solutions Fishbone DiagramCriteriaRatingsPtsDevelop a Fishbone Diagram for the selected organization.14 to >12.6 ptsExemplaryDeveloped a Fishbone Diagram for the selected organization.12.6 to >11.2 ptsCompetentDeveloped a Fishbone Diagram for the selected organization, but it is incomplete.11.2 to >9.8 ptsNeeds ImprovementDeveloped a Fishbone Diagram for the selected organization, but it is incorrect.9.8 to >0 ptsUnacceptableDid not develop a Fishbone Diagram for the selected organization./ 14 ptsIdentify the major cause categories.14 to >12.6 ptsExemplaryIdentified the major cause categories.12.6 to >11.2 ptsCompetentIdentified the major cause categories, but they are incomplete.11.2 to >9.8 ptsNeeds ImprovementIdentified the major cause categories, but they are incorrect.9.8 to >0 ptsUnacceptableDid not identify the major cause categories./ 14 ptsIdentify potential causes of the problems.14 to >12.6 ptsExemplaryIdentified potential causes of the problems.12.6 to >11.2 ptsCompetentIdentified potential causes of the problems, but they are incomplete.11.2 to >9.8 ptsNeeds ImprovementIdentified potential causes of the problems, but they are incorrect.9.8 to >0 ptsUnacceptableDid not identify potential causes of the problems./ 14 ptsSelect the most likely causes of the problems on the diagram.14 to >12.6 ptsExemplarySelected the most likely causes of the problems on the diagram.12.6 to >11.2 ptsCompetentSelected the most likely causes of the problems on the diagram, but they are incomplete.11.2 to >9.8 ptsNeeds ImprovementSelected the most likely causes of the problems on the diagram, but they are incorrect.9.8 to >0 ptsUnacceptableDid not select the most likely causes of the problems on the diagram./ 14 ptsIdentify the root problem.14 to >12.6 ptsExemplaryIdentified the root problem.12.6 to >11.2 ptsCompetentIdentified a root problem, but it is incomplete.11.2 to >9.8 ptsNeeds ImprovementIdentified a root problem, but it is incorrect.9.8 to >0 ptsUnacceptableDid not identify the root problem./ 14 ptsTotal Points: 0 

Please take on the role of the founder of Agency A, a Digital Marketing agency for SMEs in the F&B industry.

• Positioning: “Helping small restaurants promote online with only 5 million VND per month.”
   
• Target clients: Café owners and family restaurants.
   
• Services: Fanpage management package + basic ad campaigns + AI-reviewed content.
   
• Team structure: 1 account, 1 content creator, 1 media buyer, and 1 part-time designer.
   

You are required to develop a detailed proposal for the establishment, operation, and development of the agency.