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Marketing Strategy and Positioning

The second part of the portfolio project. Marketing Strategy and Positioning: Explain and support your marketing mix component decisions (4Ps), using academic concepts and academic reference sources. Discuss whether your company has a competitive advantage in each section of the marketing mix (4Ps).

Positioning: What do you want your customer to think of when regarding your brand, product, proposed product? Take an analytical approach to this section. Create at least one perceptual map (as applied to differentiation or positioning). (1 page) How will Marketing Research be used to support the planning, implementation, and monitoring process? What research methodologies will be used? Add a sub-section on ethical and/or legal factors, plus a CSR (corporate social responsibility) strategy summary. (1 page)

Financial Projections:

Present a summary spreadsheet. For example: years 1, 2 and 3 units sold, sales volumes. Estimate marketing expenses for promotions/advertising. What is the projected timeline of the product life cycle’s introduction and growth stage? (1 page maximum)

Implementation Plan: Identify specific tactics and steps that will be taken (primarily focused on distribution, marketing communications, promotion, PR, for example). Create a chart depicting your advertising/promotion plan with actions, time frame, media choice, for example. Include a Marketing Plan.

Technology sub-section: How will marketing technology be used throughout the marketing process: marketing research, communications, promotions, monitoring, for example? (1 page)

Evaluation and Control Metrics: How will you monitor progress of outcomes in your plan? How will you define and measure success? Connect these to your objectives and goals. (1/2-1 page) Conclusion (1 paragraph)

Other: The following are requirements for your portfolio project:8-10 Word pages in the body of the paper. Estimated page counts are listed above in each section. Use APA format! Do not enumerate the sections—use regular APA heading format and please use plenty of headings and sub-headings according to APA Requirements. Develop full paragraphs and full sentences. Apply marketing models, theory, terminology, and concepts throughout the plan. A minimum of 6 references (in addition to course materials like the textbook or articles). At least 2 of these being peer-reviewed articles. READ THE PORTFOLIO PROJECT RUBRIC IN DETAIL (pre-loaded into the course website). Note that there are additional aspects that need to be addressed, such as applying critical thinking.

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