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In your paper,
Describe the selected company and brand and a brief history.
List the core products and services they offer.
Identify the key current competitors.
Complete a SWOT analysis (Links to an external site.).
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.
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:
Branding
Packaging
Support
Quality
Helpful Tips
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 menu offerings, one might suggest a dedicated marketing campaign for say “burgers at breakfast” or after midnight snacking via the drive-through.
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