Team Marketing Plan

Team Marketing Plan
You should be able to find information from business media, such as The Wall Street Journal, Business Week, Fortune, Advertising Age, or Forbes. Start with the recommended publications above. Other information may be obtained from the company’s website, and from the business section of daily newspapers. You may also look for the product in stores, or visit the business/website for additional information. This is particularly helpful for understanding the competition, the pricing, and distribution strategies. Use multiple sources because some may be biased (for example, the company website probably avoids any negative information about the brand).
A minimum of 10 current articles (2014 – present), not including the company website, as background for your paper. If you are not sure about the meaning of the terms in the outline below, consult your textbook to make sure you understand what you are saying about the brand. Although many students start their searches with Wikipedia for background information, Wikipedia is NEVER appropriate as a citation in college level work.
The major part of the assignment will focus on what the company is or has been doing. Part Four concludes with your recommendations to change something about the way the product should be marketed. The actual paper should be written in paragraphs, i.e., not simply an outline with bullets. Go to http://owl.english.purdue.edu/owl/resource/560/01/ if you need writing help, especially for an explanation of how to cite your sources using APA format.
The paper should cover:
I. Situation Analysis
a.Internal Environment
i. What is the company’s mission and overall business objectives?
ii. What resources does the company have that make them unique?
iii. How is the marketing function organized (centralized? By brand or category? By market?)
b. External Environment
i. What is the overall domestic and global market for the product? What is the approximate market share?
ii. Who are the competitors? What are their marketing strategies?
iii. How does the economic environment affect demand for the product?
iv. What is happening in the social and cultural environment that affects the product?
v. What is happening in the legal and regulatory environment?
vi. How does the technological environment affect the business?
c. SWOT Analysis
i. Based on our understanding of the internal and external environments, what are the key opportunities and threats for the marketing of the brand?
SUBMITTED WORK

Criteria Below expectations Meets expectations Exceeds expectations
Comprehensiveness Significant portions of the paper are ignored or simply mentioned; Paper is more of an outline than a fully developed strategy.
0-20 points Most elements are covered thoroughly; some are mentioned briefly.

21-30 points All elements are covered thoroughly and are well elaborated

31-40 points

Research Meets the minimum requirements for number of sources; Source quality is insufficient (outdated, biased, lacking in expertise, or inappropriate for a college paper, such as Wikipedia).
0-20 points Better than minimum number of sources; Most sources are recently published; a variety of viewpoints are represented (not merely taken from a corporate website or blog).
21-25 points Exceeds expectations for quantity and quality of sources.

26-30 points
Incorporates marketing terms and concepts Rarely or never enlightens with demonstrations of course concepts; Just “answers the question” without tying the answer back to marketing theory.
0-20 points Applies course concepts and terminology correctly, where appropriate.

21-25 points
Applies marketing concepts with a balance of description and analysis; Examples are original and correctly applied.

26-30 points
Writing style Many grammatical or spelling errors in the paper. Distinct differences exist between sections written by different students. Research sources are not cited or are incorrectly cited.
0-15points Generally well-written and edited so that the document “speaks with one voice”; few errors in spelling or grammar. Most research sources are cited correctly.
16-20 points Extremely well-written and edited. Team projects are written in one voice. Uses APA or MLA style correctly. Grammar and spelling are correct. All research sources are cited correctly.
21-25 points