Week 3 Assignment – 

Part A: Marketing Plan Input

Overview

Throughout this course, you will be  creating a marketing plan for a hypothetical company that provides a  product or service. For this assignment, you will document your  hypothetical company’s background information and mission statement,  your company’s short-term and long-term goals, an environmental  analysis, and a SWOT analysis. Note: You should make all assumptions needed for the completion of this assignment. 

Instructions

Create the first part of your marketing plan in 5–7 pages using the 

Part A Marketing Plan Template [DOCX] 

  1. Write an introduction to your hypothetical company, describing its  location, the product it makes or the service it provides, and the  contents of your marketing plan.
  2. Develop your company’s mission statement that has a long-term view, and includes its industry, goals and values.
  3. Identify the main goals that you would like to achieve within the  next year (short term) and within the next five years (long term),  including the most appropriate ways to measure them both.     
  • Note: Consider the following metrics: tracking  downloads of website content; website visitors; increases in market  share; customer value; new product or service adoption rates; retention;  rate of growth compared to competition; and the market, margin, and  customer engagement.
  1. Develop an environmental analysis that includes competitive,  economic, political, legal, technological, and sociocultural forces.
  2. Develop a SWOT analysis for your product or service, examining at  least three strengths, weaknesses, opportunities, and threats for your  company.
  3. Use at least three sources to support your writing. Choose sources  that are credible, relevant, and appropriate. Cite each source listed  on your source page at least one time within your assignment. For help  with research, writing, and citation, access the library or review library guides.