I’m working on a marketing project and need support to help me understand better.
The brand I choose was apple but I did not choose the new product line or brand extension yet so you have freedom to choose.
Final (Checkpoint) Project Assignment You are a Chief Marketing Officer (CMO) recently hired to develop a new product line or brand extension for a companys product/brand (Note: students choose the company and brand/product). Based on the companys mission and goals, status in the market, current target market(s), and brand power, you will develop a Marketing Plan for the new product/brand extension.
The organization you choose needs to be a publicly-traded company, thus allowing you to gain access to its financial data and market performance. It cannot be a privately-owned company, nor a start-up. The new product or brand should relate to the companys mission and target market(s), or to a lucrative new market segment. The decision is yours!
Students will be writing a formal business memo/white paper. The memo/white paper will consist of 5-7 content pages (+ cover and appendix). The memo should highlight and recap the important parts of the formal presentation. The memo/white paper should be written in Times New Roman, font size 12, double-spaced, with 1 margins all around. Please submit your final document as a .docx in Canvas.
Direct quotes must be appropriately cited. Bullet-points are allowed, but should comprise a small portion of the entire document. The document must be written in narrative, 3rd-Person format, free of colloquial (casual) lingo.
Core Competences/Competitive Advantage(s)
Target Market Analysis
SWOT Analysis *
Analysis of Internal Strengths and Weaknesses
Analysis of External Opportunities and Threats
Marketing Mix Strategy *
Points of Difference
Integrated Marketing Communications
Digital Marketing Strategy
Distribution (Place) Strategy
Financial Data & Projections
Evaluation of Marketing Activities