You are continuing to develop your marketing plan project for final delivery in Unit VII. In this portion of the project, you will be addressing the marketing strategy for the company you chose in Unit III to develop its marketing plan.

This section represents the heart of the marketing plan. Here, this portion enables the marketer to create the necessary strategies for implementation. It also enables the marketer to provide the objective basis for these strategies. The format also enables the marketer to objectively describe, in detail, each section in order to give the marketer’s intended planning audience the ability to judge the soundness of the proposed strategies. It is important to be as specific and detailed as possible. It will help in judging the plan’s effectiveness and use of required resources in the next section.

In this assignment, you will research, analyze, and create the marketing plan sections described below.

• Marketing Strategy: Using the sections below, describe your selected company’s marketing strategy in sufficient and objective detail.
• Objectives: Describe, in detail, the specific elements that make up the marketing strategy. This enables management to create and implement strategies that can be measured and corrected. If challenges arise, then corrective strategies can be objectively created and promptly implemented.
• Target Markets: List the segmented target markets that align with your selected company’s products. This is important as all marketing strategies begin with the following: segmentation, targeting, and positioning.
• Positioning: Identify your selected company’s positioning attributes. These would be a brand description and its benefits. In addition, you will need to describe your brand’s points of difference and points of parity.
• Strategies: Describe your strategies for the following categories: product strategy, pricing strategy, distribution strategy, and marketing communications strategy. Together, these strategies identify decisions about product mix and brands (product strategy), setting product prices and/or adjusting prices to competitor pricing (pricing strategy), assessment of existing and potential channel value effectiveness (distribution strategy), and a communication plan to all target market audiences and channel members (marketing communications).
• Marketing Mix: Describe the implemented programs and/or tactics that would support the product, pricing, distribution, and marketing communications strategies.
  • Since this is the stage in which other departments can become involved, demonstrate the coordination needed for the best strategies implementation.
  • Marketing Research: Describe how marketing research supports the basis of your created strategies and implementation plans. Show how the objective insights gathered from marketing research add customer value for your selected company’s products.

 

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RACE IN THE US

Examine pages 80-82 in Dreams from My Father. Start with the paragraph that begins, “‘That’s just how white folks will do you.’” Continue to page 82 and the paragraph that begins, ” And I would know that Ray…” Read this passage closely. Take note of what you feel as you read this passage. Record those feelings. Remember that feelings and thoughts are not the same. Feelings are emotions: sadness, happiness, fear, awe, anger, etc. Thoughts are ideas that occur to you after reflecting on the ideas that the passage contained.

Right after reading, begin to write:

1. first, write your feelings. Examine both what you are feeling and why you are feeling this way.

2. Next, write your thoughts about the ideas that are expressed in this passage.

3. Finally write about how the fact that the man who wrote this, is now the president, impacts your own experience of living in the U.S. at this point in history.

 

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