Product innovation and marketing are the only enduring competitive advantages th

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Product innovation and marketing are the only enduring competitive advantages that companies can use to survive and thrive in the marketplace. A marketing plan is a guide for those product innovations and marketing activities for a specified period of time, typically about 5 years. Marketing plans are used internally to guide marketing activities, or they can be used to communicate with external audiences to raise capital.
There are important things to consider as the plan is created.
Is the marketing idea valid?
What is unique or distinctive about the product that separates it from competitors?
Does a viable market exist for the product?
Is the target market large enough, accessible, and capable of purchasing your product?
Are the financial projections sound?
Is the management team competent?
How will investors get a return on their investments?
In order to help you answer these and similar questions, create your marketing plan utilizing the following course resources.
Building an Effective Marketing Plan located in Appendix A of your textbook
Financial Aspects of Marketing located in Appendix B of your textbook
View the marketing plan outline
Week 4: Draft Marketing Plan (100 points)
Be sure to read Appendix A in the text and use the marketing plan outline from the Files folder in Canvas. It is recommended that you start working on your draft in Week 2 after your instructor has approved your topic. Complete as much as you are able in order to get an initial draft (approximately 75% of the final paper). Remember, the more you complete on this initial draft, the greater the input that the professor can provide and the less work you will need to do for the final draft.
Draft Marketing Plan will be evaluated as follows.
Category Points % Description
Documentation and Formatting 5 5% Quality work includes a cover page, table of contents, proper in-text citations, and a reference page. The draft should be substantial, about 75% of the final draft, and follow APA guidelines.
Organization and Cohesiveness 20 20% Quality work is properly subdivided into sections with headings.
Editing 5 5% Quality work is free of any spelling, punctuation, or grammatical errors. Sentences and paragraphs are clear, concise, and factually correct.
Content 70 70% Quality work includes a significant scope and depth of research to support any statements. Quality work covers all the sections included in the marketing plan outline (except the executive summary, which is usually the last part of the plan that is written because it summarizes the entire plan). The content presented demonstrates an understanding of the material.
Total 100 100% A quality submission will meet or exceed all of the above requirements.

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