Cupcake ATM machine

Project description
My marketing project as about ( Cupcake ATM machine). 
 
All the instructions are in the document I will attach, START FROM PHASE 3. 
Also I want you to use the ” Eleventh Edition MARKETING by KERIN,HARTLEY,RUDELIUS” As one from the references please and make sure that the report be as the example that is shown in the document I will attach. and be sure that the format will be as the following: 
 
A 12 point font should be used for the text and 14 for the headings with double spacing. Do not use more than two colors in the report. 
1. Cover Page (University Names, company/brand name, names of the group members and their IDs and the date of submission) – I will fill the information of the cover page 
2. Table of contents with page numbers 
3. Introduction about the company and its mission statement. (1 to 2 pages) 
4. Marketing Research. (1 to 2 pages) 
5. External environment analysis (CREST) (1 to 2 pages) 
6. SWOT analysis (1 to 2 pages) 
7. Segmentation, Targeting and Positioning (3 to 4 pages) 
8. Marketing strategy (4ps) (3 to 4 pages) 
9. Ethical Dilemma (1 page) 
10. References 
11. Appendix (If a questionnaire is used then it should be included here)

Group Project (25 Points)
Marketing Plan for a New Product
This project involves developing a marketing plan for the introduction of a new product into the Qatari Market. Your group will prepare a marketing plan for introducing a new product with a new brand name. Remember that you need astrategic advantage (i.e., how your product is differentiated form existing products in addressing your customers’ needs and wants?)
Important Dates:
Deliverables Dates
Phase 1: Formation of the teams and submission of 3 proposed ideas Third Week
Phase 2: short report on project progress 8th Week
Phase 3: The company, external environment, SWOT analysis, STP (Segmentation, Targeting and Positioning) 10th Week
Phase 4: Marketing Plan (Resubmission of phase 2 +phase 3) 13th Week
Delivery of final report 14th Week
Presentation of the Marketing Plan Last 2 Weeks

Phase 1: Forming the Groups and Submitting Proposed Ideas
Students are to form groups of 4-5 members. Members of the group should vote for a team leader who is well organized, responsible and willing to take initiative. The group leader will have the following responsibilities:
1. Distributing the work on team members.
2. Uploading any files on behalf of the group members to Blackboard.
Every team should submit a short report, not exceeding one page, on three ideas for new products. After the instructor’s’ approval the team can then proceed with the next phase of the project.

Phase 2: short progress report
Every group delivers a short progress report (not more than 2 pages). This report is an opportunity to present the difficulties encountered and receive advice from the course instructor.

Phase 3: The company, External Environment and the Market
1. Identify what the mission statement of your business is. Remember that the mission statement identifies the scope of your business and your customers. (Chapter 2)
2. Identify the marketing research used in the project. Remember that all of the sections in the report need to be supported with credible sources of data. Thus in this section you will identify: (Chapter 8)
a. The sources of secondary and primary data used.
b. The methods of data collection used (e.g., focus groups, in-depth interviews, surveys)
c. Explaining what the data from each source was used for.
3. After studying the external environment (CREST) you must conduct a SWOT analysis. The opportunities and threats are identified from your analysis of the external environment. (Chapter 3)
4. Then you are to apply the STP process to you product. (What are the different segments in the market, which ones will you target and why, and what is the positioning that you will occupy). (Chapter 9)
a. You first need to identify what your broad market is. A market is set of all potential buyers with both the desire and ability. You have to strike a balance between making sure it is not too broad or narrow. For example, it might be too broad to say that Toyota is in the transportation market, but might be more appropriate to say it is in the automobile market.
b. Next, you need to identify market segments using segmentation bases (page). For example, let’s assume we are conducting a segmentation study for the skin care market. Let us also assume that we will use two variables:
Segmentation base Variable Characteristics
Demographic Gender Male, Female
Psychographic Needs (benefits) Anti-aging. Moisturizing

This will result in the followingfour segments.

c. Next you want to develop profiles for each segment. You will provide detailed descriptions of each segment. Describing them in terms of their needs, behaviors, preferences, demographics and shopping styles etc..
d. Next you will evaluate the attractiveness of each segment and select your target market. You will evaluate attractiveness based on several factors like market size, expected growth, competition, cost and compatibility with the organization’s resources.
e. Finally, you write your positioning statement. Here’s a basic template for writing a positioning statement:
f. For [insert Target Market], the [insert Brand] is the [insert Point of Differentiation] among all [insert Frame of Reference] because [insert Reason to Believe].
i. The point of differentiation (POD) describes how your brand or product benefits customers in ways that set you apart from your competitors.
ii. The frame of reference (FOR) is the segment or category in which you compete.
iii. The reason to believe is just what it says. This is a statement providing compelling evidence and reasons why customers in your target market can have confidence in your differentiation claims.
Example:
For World Wide Web users who enjoy books, Amazon.com is a retail bookseller that provides instant access to over 1.1 million books. Unlike traditional book retailers, Amazon.com provides a combination of extraordinary convenience, low prices, and comprehensive selection.
Phase 4: Marketing strategy and mix
You must develop a marketing strategyof your product through the marketing mix ( 4p’s )
a. Product: a good, service or idea to satisfy the consumer needs. Points that must be addressed in this section: (Chapter 10 and 11)
i. What is the type of the product (convenience, shopping, specialty, and unsought) and how does this affect
ii. What will the product look like? Show us a prototype.
iii. What is the brand name of your product? Why was it selected?
iv. What is the product life cycle of your product’s category? And how does it affect your marketing?
v. Do you expect quick consumer adoption?
b. Pricing: what is exchanged for the product (Chapter 13 and 14)
i. What is your pricing objective?And why did you select it?
ii. What pricing strategy are you going to adopt? And why did you select it?
iii. What is the price to be charged for your brand? On what basis did you determine the price?
iv. What are the prices of your competitors?
c. Place:a means of getting the product to the consumers. (Chapter 15)
i. Draw your distribution channels
ii. How many distribution outlets.
iii. Location of these outlets.
d. Promotion:a means of communication between the seller and the buyer. (Chapter 17)
i. Which elements of the promotional mix will you use? And why?
ii. What are your promotional objectives?
iii. What are the obstacles you are likely to face you?
e. Ethical Implications of the Project (Chapter 4)
i. Identify a moral dilemma that you might face when introducing your new product to the market.
ii. Analyze the dilemma in terms of : (1) identifying the stakeholders to be involved in the decision process (e.g., customers, supplier) and their points of view, (2) Identifying alternatives to deal with the dilemma, (3) Choosing the best alternative and providing a justification for your choice

Final Report Format
A 12 point font should be used for the text and 14 for the headings with double spacing. Do not use more than two colors in the report.
1. Cover Page (University Names, company/brand name, names of the group members and their IDs and the date of submission)
2. Table of contents with page numbers
3. Introduction about the company and its mission statement. (1 to 2 pages)
4. Marketing Research. (1 to 2 pages)
5. External environment analysis (CREST) (1 to 2 pages)
6. SWOT analysis (1 to 2 pages)
7. Segmentation, Targeting and Positioning (3 to 4 pages)
8. Marketing strategy (4ps) (3 to 4 pages)
9. Ethical Dilemma (1 page)
10. References
11. Appendix (If a questionnaire is used then it should be included here)

2-0 Marks 3 Marks 4 Marks 5 Marks Evaluation criteria
There is no mission statement good statement but it doesn’t clearly show the business of the company and its customers good statement but it doesn’t clearly show the business of the company OR its customers Excellent mission statement that clearly shows the business of the company and its customers Company’s Mission Statement
The analysis shows the effect of the previous points with the exception of three points OR five points were insufficient The analysis shows the effect of the previous points with the exception of two points OR four points were insufficient The analysis shows the effect of the previous points with the exception of one point OR two points were insufficient The analysis shows the effect of the pervious points perfectly External environment analysis :The analysis shows the effect of the expected external environment factors ( social, economic , technological, competitive and rules and regulations)
There were mistakes in implementing three elements or more of SWOT There were mistakes in implementing two elements of SWOT There were mistakes in implementing one element of the SWOT analysis The analysis shows all points of strengths , weakness , opportunities and threats SWOT analysis
The application for market segmentation process and evaluating target market segment has not been present The application for market segmentation process OR evaluating target market segment has not been present The application for market segmentation OR evaluating target market segment(s) has been insufficient The Right methodology has been used in market segmentation and evaluation of target market segment(s) Market segmentation: there are bases in dividing each market in to profitable segments , each segment have to be homogenies and different , and can be reached through a marketing procedure

The statement fulfilled only one condition The statement fulfills 2 conditions The statement fulfills 3 conditions The statement fulfills all of the conditions Product positioning statement
Conditions, first: target market , second: competitive market for the brand , third: benefit from the product , fourth: the proof or the evidence that the product will provide the benefit it promised it will satisfy or fulfill
The discussion fulfilled all of the conditions with exception three points or more OR all points were insufficient The discussion fulfilled all of the conditions with exception of two points OR four points were insufficient The discussion fulfilled all of the conditions with exception of one point OR two points were insufficient The discussion fulfilled all of the conditions The marketing plan in general: is clear ( easy to understand), specific ( applicable ) , consistent ( and there are no contradictions between its components ), realistic and objective( build on SWOT analysis and the information you have collected)>
The discussion covers all of the points with exception three OR all points were insufficient The discussion covers all of the points with exception two point OR four points were insufficient The discussion covers all of the points with exception one point OR two points were insufficient The discussion covered all of the points. The product: points to be discussed:
1. Does the product meet an unsatisfied need?
2. What is the brand name and why have you have chosen it?
3. Did you present a convincing prototype.
4. What is the product life cycle of your product category?
5. How rapidly will this product diffuse in the market?
All points were in sufficient Excellent discussion of all points with exception of one point OR two points were insufficient Excellent discussion of all points with exception of one point was insufficient Excellent discussion of all of the points. Price: student have to specify:
1. Pricing objective? And the reason for choosing these objectives?
2. Pricing strategy? And why it was chosen?
3. Suggested price? Was the cost, demand and competitors’ prices taken into consideration?
All points were insufficient Excellent discussion of all of the points with exception of one point has not been discussed OR two points were insufficient All of points discussed with exception of one point was insufficient Excellent discussion of all of the points. Place: points have to be discussed:
1. Distribution channels and why did you pick it?
2. Number of outlets and why?
3. Outlets location and why?
All points were in sufficient Excellent discussion of All of the points with exception of one point was not discussed OR two points were insufficient All points were discussed with exception of one point was insufficient Excellent discussion of all of the points. Promotion: points that have to be discussed:
1. Promotion objectives.
2. What are the elements of the promotional mix that are expected to be used? And why?
3. How you are going to achieve integrated marketing communication through promotional mix?
The different sections of the report were not supported with credible data Most different sections of the report were not supported with credible data Most different sections of the report were supported with credible data The different sections of the report are supported with credible data Marketing research: data should be collected from credible sources.
Only one point was discussed All points were discussed with exception of two points were not discussed All points were discussed with exception of one point wasn’t discussed The discussion of all of the points were perfect The Ethical Dilemma : the ethical dilemma , the decision makers, alternatives and solution
2 Points are deducted for not submitting each of the following:Introduction, the reference, cover page, table of contents.
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