Marketing Company of choice: Uber Part 1 – General Information and Situational A

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Marketing Company of choice: Uber
Part 1 – General Information and Situational Analysis
Section 1 – Company Background
Describe your selected company or brand.
Tell a brief history of the company.
Summarize the core products and services the company offers.
Identify direct current competitors.
Explain why they direct competitors.
Section 2 – SWOT Analysis (Links to an external site.)
Complete a SWOT analysis.
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.
Section 3 – Macro- and Microenvironment
Analyze at least two elements from each quadrant of Table 8.1 in the course text as the micro- and macroenvironment factors that affect the company’s overall marketing strategy.
Part 2 – The Marketing Plan
Section 1 – Segmentation, Targeting, and Positioning (STP)
Describe your segmentation approach for your proposed product/service.
Be sure to discuss these elements of the segmentation approach: demographic, geographic, behavioral, and psychographic segmentation approaches.
Provide rationale for this approach.
Describe the target audiences or markets.
Create a positioning statement.
Section 2 – The Marketing Mix
Formulate the 4Ps for your proposed product/service:
Product
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
Price
Place
Promotion with a special focus on digital media and integrated marketing communications (IMC)
Section 3 – Global and Ethical Considerations, and Conclusion
Identify three business or sociocultural considerations in translating your marketing plan for use in a foreign market.
Discuss at least one policy/philosophy or idea regarding the company’s
corporate social responsibility (CSR),
green marketing practices, and
ethics and ethical marketing.
Conclude with a summary of your plan and why it deserves to be funded.
The Marketing Plan final project paper
Must be nine to 11 double-spaced pages in length (not including title and references pages or slides) and formatted according to APA Style (Links to an external site.) as outlined in the Writing Center’s APA Formatting for Microsoft Word (Links to an external site.)resource.
Must include a separate title page and slide with the following:
Title of project in bold font
Space should be between title and the rest of the information on the title page.
Student’s name
Name of institution
Course name and number
Instructor’s name
Due date
Must utilize academic voice.
Must include an introduction and conclusion paragraph and subject headers for all parts, sections, and subsections. Your introduction paragraph needs to end with a clear thesis statement that indicates the purpose of your paper.
Must use at least four scholarly or credible sources in addition to the course text.
The Scholarly, Peer-Reviewed, and Other Credible Sources table offers additional guidance on appropriate source types. Your instructor has the final say about the appropriateness of a specific source for a particular assignment.
Must document any information used from sources in APA Style as outlined in the Writing Center’s APA: Citing Within Your Paper guide.

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