Length: Paper: 10 – 12 page double-spaced pages (excluding title and references pages)
Due: Week 7 by Sunday Midnight
Value: 300 Points
Post: Turn It In in Week 7 Assignments
***My product is the Iphone X, Competitor is the samsung galaxy***
Provide Bold Subheadings For each paragraph
By Sunday midnight, prepare a 10 – 12 page comprehensive and integrated marketing strategy for your product or service. Incorporating instructor feedback from prior assignments in weeks 3, 4 and 5, the plan should briefly describe the product or service, and present an integrated and viable strategy addressing target market, distribution channels, pricing, and promotion. In addition, provide a competitive analysis that describes how the product or service can be differentiated from current and/or anticipated competitors, and how technology including e-business and social media supports the marketing strategy. Support your analysis with six (6) or more academic sources, which may include your textbook, and/or credible business journals such as Barrons, The Wall Street Journal and/or Business Week. Your analysis should include:
Briefly describe your product or service detailing the need it will meet in the marketplace; and where it fits in the product life cycle.
Present a marketing strategy that integrates target market, channels of distribution, pricing and promotion into a viable plan for your first 12 months
Discuss how you will differentiate your product or service from current or anticipated competitors in terms of product features focused on the target market, channels of distribution, pricing and promotion
Discuss how technology including e-business and social media can enhance your marketing strategy
Rubric: Evaluation Criteria
Criteria
Exemplary
Proficient
Developing
Emerging
Product or Service
30
Clearly and concisely describes product or service, Comprehensively discusses consumer or business need(s) for product, and accurately assesses where product fits in the Product Life Cycle. Product concept is creative, innovative and viable. Supports analysis with credible data.
26
Fairly clearly describes product or service. Accurately identifies consumer or business need(s) for product, and assesses where product fits in the Product Life Cycle. Product concept is fairly creative, innovative and viable. Fairly thoroughly supports analysis with data.
22
Somewhat clearly describes a product or service. Somewhat discusses consumer or business need(s) for product, but may not accurately assess where product fits in the Product Life Cycle. Product concept may lack originality, and/or viability. Somewhat supports analysis with data.
18
Limited if any description of a product or service. May not discuss consumer or business need(s) for product, or accurately assess where product fits in the Product Life Cycle. Product concept may not be viable. Limited if any data provided.
Marketing Strategy
70
Presents a comprehensive and creative 12 month marketing strategy that integrates target market, channels of distribution, pricing and promotion into a viable plan. Supports analysis with credible data
60
Presents a fairly accurate and creative 12 month marketing strategy that integrates target market, channels of distribution, pricing and promotion into a fairly realistic plan. Fairly thoroughly supports analysis with data.
50
Presents a marketing strategy that somewhat integrates target market, channels of distribution, pricing and promotion. Strategy may lack a timeframe, viability and/or creativity. Somewhat supports analysis with data.
40
Limited if any presentation of an integrated marketing strategy. May not include all elements of target market, channels of distribution, pricing and promotion. Strategy may not be realistic. Limited if any data provided.
Competitive Analysis
50
Creatively and clearly discusses how product or service can be differentiated from current or anticipated competitors fully addressing all 4 factors of product features focused on the target market, distribution channels, pricing and promotion. Supports analysis with credible data.
43
Fairly creatively and clearly discusses how product or service can be differentiated from current or anticipated competitors fairly fully addressing 3 – 4 factors of product features focused on the target market, distribution channels, pricing and promotion. Fairly thoroughly supports analysis with data.
36
Somewhat discusses how product or service can be differentiated from current or anticipated competitors addressing 2 – 3 of the 4 factors of product features focused on the target market, distribution channels, pricing and promotion but one factor. Somewhat supports analysis with data.
29
Limited if any discussion of how product or service can be differentiated from current or anticipated competitors addressing 0 – 2 of the 4 factors of product features focused on the target market, distribution channels, pricing and promotion. Limited if any data provided.
Technology
50
Comprehensively and creatively discusses how e-business and social media could support and enhance product or service distribution and promotion. Is specific in what and how must be done. Supports analysis with credible data.
43
Fairly accurately and creatively discusses how e-business and social media could support and enhance product or service distribution and promotion. Is fairly specific in what and how must be done Fairly thoroughly supports analysis with data.
36
Somewhat discusses how e-business and social media could support and enhance product or service distribution and promotion. Provides a general description of what and how must be done. Somewhat supports analysis with data.
29
Limited if any discussion of how e-business and social media could support product or service distribution and promotion. Limited if any description of what and how must be done. Limited if any data provided.
Critical Analysis
50
Consistently employs critical analysis in developing an integrated marketing strategy. Fully incorporates instructor feedback from previous assignments. Effectively integrates data to draw valid conclusions and make viable recommendations
43
Fairly consistently employs critical analysis in developing an integrated marketing strategy. Incorporates the majority of instructor feedback from previous assignments. Fairly effectively integrates data to draw conclusions and make realistic recommendations
36
Somewhat employs critical analysis in developing an marketing strategy. May not incorporates instructor feedback from previous assignments. Somewhat integrates data to draw conclusions and make somewhat realistic recommendations
29
Limited if any critical analysis is employed in developing a marketing strategy. Limited if any incorporation of instructor feedback from previous assignments. Limited if any integration of data to draw conclusions and make recommendations
APA and Sources
20
Uses 6 or more academic sources to support analysis. Accurately adheres to APA standards; reference page and citations are correct. All sources listed in References are cited in paper
17
Uses 5- 6 academic sources to support analysis. Adheres to APA standards; reference page and citations are correct with minor (1-3) errors. . All sources listed in References are cited in paper
14
Uses 4 – 6 sources to support analysis although some may not be from credible business journals. APA standards are somewhat followed; the work of others is cited but with numerous (4 – 10) errors. Sources listed in References and citations may not match
11
Uses 0 – 4 sources. Limited adherence to APA standards in the paper and Reference page; work of others may be cited and/or with multiple errors. Sources listed in References and citations do not match
Writing Mechanics
30
Paper is logical and well-written; spelling, grammar and punctuation are accurate. Paper is the required length of 10 – 12 pages of content, and includes a correctly prepared title page. Paper is organized with section headers aligned to the rubric.
26
Paper is fairly logical and well-written but with minor (1 – 3) errors in spelling, grammar and/or punctuation. The content may be 5% too long or short; includes a correctly prepared title page. Paper is organized with section headers aligned to the rubric.
22
Paper is somewhat logical but with several (4 – 10) errors in spelling, grammar and/or punctuation. Content may be 10% too long or short; and may not include a correctly prepared title page. Paper is somewhat organized with section headers aligned to the rubric.
18
The paper lacks clarity and may be confusing; may contain numerous (11+) errors in spelling, grammar and/or punctuation. The content may be 15% too long or short, and may not include a title page. Paper is not organized with section headers aligned to the rubric.
