Journal 1: Marketing Plan Part A: Executive Summary and Part B: Targeting Customers

Professor: Yolanda Brannen
Priscilla Bridges
MKT100
1/31/2016
Journal1: Marketing Plan Part A: Executive Summary and Part B: Targeting Customers
Due Week 4 and worth 100 points
Note: There are two (2) parts to this journal entry.
Part A: Executive Summary
You will create a fictional start-up company that serves the U.S. market with a product or service.

Write one to two (1-2) paragraphs in which you:
1. Provide a detailed description of your company. The description should include, at a minimum, the company’s name, its history,

founders, business purpose, and mission.
PR52-ATHLETIC GEAR was founded in 2014 by Priscilla Bridges. Our goal then was to distribute low cost and high-quality athletic apparel

to American consumers. Today in 2016, PR52-ATHLETIC GEAR not only manufactures and distributes athletic apparel. Our market region is

United States and internet-based Web site to sell our sports and leisure products. We sales athletic men and women sport apparel. I

also have a passion for athletic wear.
2. Describe, in detail, the product or service the company produces or services. Include trademark, color, shape, packaging, labeling,

and any characteristics that you deem relevant.

Journal 1: Marketing Plan Part B: Executive Summary and Part B: Targeting Customers

Professor: Yolanda Brannen
Priscilla Bridges
MKT100
1/31/2016
Part B: Targeting Customers
You will now consider who your customers are and identify your market segment.
We mostly targets and focuses on women customers. We are expanding women’s apparel, especially sports bras and tights. Sales for

training and running apparel for women grew in the last quarter. Everything we do starts with the consumer. We love serving the

consumer who sharpens our focus and drives our growth.
The company also released a new style athletic socks for women. Women in their 20s and 30s are largely driving the athleisure trend, in

which customers buy leggings with the intent of wearing them to the gym, errands, and brunch.
It is vital that you clearly identify your target customers within your marketing plan. Knowing your target customers will help you to:
• pinpoint where you should spend your advertising budget
• determine the type of campaign you intend to run, and
• ensure that your marketing message speaks the customer’s language (based on their needs and wants, demographic, location, ethnicity,

etc.).

Write one to two (1-2) paragraphs in which you:
3. Analyze the business customers / clients that you wish to target. Your analysis should include, but not be limited to, their:
1. demographic profile (e.g., age, gender, ethnicity, etc.)
2. psychographic profile (e.g., interests, routine, habits, etc.)
3. profession (e.g., income, occupation, education)
4. geographic location (e.g., country, region, city, rural, urban, climate)
5. precise wants and needs as they relate to the products and / or services you offer.
PR52 ATHLETIC GEAR plans to grow the business even larger by focusing on a few key demographics.

Kids who play sports are a growing part of PR52 Athletic business.
Much of our innovation efforts are also focused in the running category.
4. Use at least two (2) quality references. Note: Wikipedia and other Websites do not qualify as academic resources.

HBS.edu – Entrepreneurship Resources
Entrepreneur.com – B Plans
SBDCNET.org – Small Business Plans
INC.com – Business Plans
SBA.gov – Tools for Starting a Business

Note: Upon completion of the journal, fill out the “Company Overview” section in the Marketing Plan Template, located in Week 4. Next,

insert the information from the completed Journal 1 entry into “Section 1: Executive Summary” and “Section 2: Targeting Customers”

within the provided Marketing Plan Template.
Click here to view the grading rubric for this assignment.

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