Business Management

Instructions

* Assignment 1: Company Introduction, Market Segmentation, and Product Positioning

Due Week 3 and worth 200 points

In this assignment you will describe your fictitious company and provided its background. Then, you are ready to start building the marketing plan with a focus on segmenting and positioning your product and service.

Write a five to seven (5-7) page paper in which you:

A. Write about your company.

1. Write a detailed company background. Address the following items at a minimum for full credit:

2. Create a strategic mission statement.

3. Determine and decide upon at least one (1) foreign market for the product and service. Provide your rationale for this market.

B. Write about your marketing plan.

4. Discuss the potential audiences for a marketing plan and the needs of those potential audiences.

5. Identify the marketing segment for the product and provide a rationale for this segment.

6. Discuss the target market and provide a rationale for this target market.

7. Perform a SWOT analysis (strengths, weakness, opportunities, and threats) for the company.

8. Create the market position for your product and service. Explain your rationale.

9. Support your marketing plan with at least two (2) reference sources that discuss the nature of the product.

The specific course learning outcomes associated with this assignment are:

* Analyze the marketing framework including the concepts of the 5Cs, STP, and 4Ps.

* Evaluate and target customer segments and positioning products within these segments.

* Evaluate and target customer segments and positioning products within these segments.

* Use technology and information resources to research issues in marketing management.

* Write clearly and concisely about marketing management using proper writing mechanics.

Market Segmentation and Product Positioning

The footwear industry focuses on providing products for men, women and...