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Running head: TITLE OF PAPER 1
TITLE OF PAPER 3
Marketing Plan: Product Identification and SWOT Analysis on Ikea
What To Do:
Using the company you selected for your marketing manager internship, you will complete a situation analysis with the goal of identifying a new product/service to develop your marketing plan against.
Guided Response:
Create a minimum 750 word APA style formatted Word document that includes at least 1 scholarly resource from online library in addition to the course text.
Your document should contain paragraphs that cover the following topics:
A description of your selected company/brand
The core products/services they offer
A brief history
Key current competitors
A SWOT analysis
The product or service line you want to develop a marketing plan for and a SWOT based argument for why it warrants marketing investment
Please see our
sample situational analysis
(completed for McDonald’s) for more details, including minimum lengths by topic.
What Should I Market?
The focus of your marketing plan can be a new product/service idea of your own or an existing product/service that you think deserves its own dedicated campaign. Just don’t pick something that you’ve already seen being actively marketed.
For example, after completing a SWOT analysis for McDonald’s, one might propose marketing new concepts like a McVeggie burger or an adult happy meal. Further afield, one might propose a whole new chain of pay to visit indoor McPlayground Centers. Or, relative to existing offerings, one might suggest a dedicated marketing campaign for say “burgers at breakfast” or after midnight snacking via the drive thru.
Lean about your brand and then let your imagination run wild. It can be a big idea that will appeal to many of their customers or a very targeted effort. You decide. You can always adjust your idea after getting instructor feedback.
BUS330.W2A1.05.2016
Description:
Total Possible Score: 6.00
Describes the Selected Company, and Provides a Brief History
Total: 1.50
Distinguished – Thoroughly describes the selected company, and provides a brief history.
Proficient – Describes the selected company, and provides a brief history. Minor details are missing.
Basic – Partially describes the selected company, and provides a brief history. Relevant details are missing.
Below Expectations – Attempts to describe the selected company and provide a brief history; however, significant details are missing.
Non-Performance – The descriptions of the selected company and its brief history are either nonexistent or lack the components described in the assignment instructions.
Identifies the Core Products/Services The Company Offers and Key Current Competitors
Total: 1.50
Distinguished – Thoroughly identifies the core products/services the company offers and key current competitors.
Proficient – Identifies the core products/services the company offers and key current competitors. Minor details are missing.
Basic – Partially identifies the core products/services the company offers and key current competitors. Relevant details are missing.
Below Expectations – Attempts to identify the core products/services the company offers and key current competitors; however, significant details are missing.
Non-Performance – The identification of the core products/services the company offers and the key current competitors is either nonexistent or lacks the components described in the assignment instructions.
Conducts a SWOT Analysis Strengths, Weaknesses, Threats & Opportunities to Determine Why the Company/Brand Warrants Marketing Investment
Total: 1.50
Distinguished – Thoroughly conducts a SWOT analysis to determine why the company/brand warrants marketplace investment.
Proficient – Conducts a SWOT analysis to determine why the company/brand warrants marketplace investment. Minor details are missing.
Basic – Partially conducts a SWOT analysis to determine why the company/brand warrants marketplace investment. Relevant details are missing.
Below Expectations – Attempts to conduct a SWOT analysis to determine why the company/brand warrants marketplace investment; however, significant details are missing.
Non-Performance – The SWOT analysis to determine why the company/brand warrants marketplace investment is either nonexistent or lacks the components described in the assignment instructions.
Critical Thinking
Total: 0.50
Distinguished – Comprehensively explores the ideas, thoughts, and elements of the topic and provides relevant evidence and information that demonstrates all of the following as applicable to the discussion prompt: clarity, relevance, depth, breadth, use of information resources, and logic.
Proficient – Explores the ideas, thoughts, and elements of the topic and provides relevant evidence and information that demonstrates most of the following as applicable to the discussion prompt: clarity, relevance, depth, breadth, use of information resources, and logic.
Basic – Explores the ideas, thoughts, and elements of the topic and provides relevant evidence and information that demonstrates some of the following as applicable to the discussion prompt: clarity, relevance, depth, breadth, and use of information, and logic.
Below Expectations – Attempts to explore the ideas, thoughts, and elements of the topic and provide relevant evidence and information, but demonstrates few of the following as applicable to the discussion prompt: clarity, relevance, depth, breadth, use of information resources, and logic.
Non-Performance – There is no attempt to explore the ideas, thoughts, and elements of the topic and provide relevant evidence and information in either the original post or subsequent response posts within the discussion, or no post is present.
Written Communication: Control of Syntax and Mechanics
Total: 0.25
Distinguished – Displays meticulous comprehension and organization of syntax and mechanics, such as spelling and grammar. Written work contains no errors and is very easy to understand.
Proficient – Displays comprehension and organization of syntax and mechanics, such as spelling and grammar. Written work contains only a few minor errors and is mostly easy to understand.
Basic – Displays basic comprehension of syntax and mechanics, such as spelling and grammar. Written work contains a few errors which may slightly distract the reader.
Below Expectations – Fails to display basic comprehension of syntax or mechanics, such as spelling and grammar. Written work contains major errors which distract the reader.
Non-Performance – The assignment is either nonexistent or lacks the components described in the instructions.
Written Communication: APA Formatting
Total: 0.25
Distinguished – Accurately uses APA formatting consistently throughout the paper, title page, and reference page.
Proficient – Exhibits APA formatting throughout the paper. However, layout contains a few minor errors.
Basic – Exhibits limited knowledge of APA formatting throughout the paper. However, layout does not meet all APA requirements.
Below Expectations – Fails to exhibit basic knowledge of APA formatting. There are frequent errors, making the layout difficult to distinguish as APA.
Non-Performance – The assignment is either nonexistent or lacks the components described in the instructions.
Written Communication: Word Requirement
Total: 0.25
Distinguished – The length of the paper is equivalent to the required number of words.
Proficient – The length of the paper is nearly equivalent to the required number of words.
Basic – The length of the paper is equivalent to at least three quarters of the required number of words.
Below Expectations – The length of the paper is equivalent to at least one half of the required number of words.
Non-Performance – The assignment is either nonexistent or lacks the components described in the instructions.
Written Communication: Resource Requirement
Total: 0.25
Distinguished – Uses more than the required number of scholarly sources, providing compelling evidence to support ideas. All sources on the reference page are used and cited correctly within the body of the assignment.
Proficient – Uses the required number of scholarly sources to support ideas. All sources on the reference page are used and cited correctly within the body of the assignment.
Basic – Uses less than the required number of sources to support ideas. Some sources may not be scholarly. Most sources on the reference page are used within the body of the assignment. Citations may not be formatted correctly.
Below Expectations – Uses an inadequate number of sources that provide little or no support for ideas. Sources used may not be scholarly. Most sources on the reference page are not used within the body of the assignment. Citations are not formatted correctly.
Non-Performance – The assignment is either nonexistent or lacks the components described in the instructions.
