A marketing research paper developing a preliminary marketing plan for a hypothetical or real company in the
aviation/aerospace industry. Remember that the nature of the class is marketing
and the focus of the paper should revolve around this theme. The paper should have 5-8 pages of content and be prepared using APA 6th
Edition standards. Writing should show college level work. Wikipedia or other non-credible sources cannot be used. Must be 100% original content and use verifiable sources, with some peer-reviewed/scholarly sources cited.Develop a preliminary/basic marketing plan for a hypothetical or real company. The following elements must be included in the paper. 1. Executive Summary/Abstract a. Summarize plan in a few paragraphs b. Include positioning statement 2. Overview of company a. Mission statement b. Product/service description c. Competitors d. SWOT Analysis 3. Market Segment a. Identify the primary and secondary target markets. b. Provide rationale for selection 4. 4 Ps, Branding strategy a. Clearly identify product and/or serviceb. Price strategy i. What is your pricing strategy-penetration, skimming, competition, cost plus, etc. ii. Rationale for your selected strategy. 1. Fixed/variable costs 2. Competition 3. Target group and willingness to pay iii. Selected strategy’s relationship to market positioning. c. Place (Distribution) Plan i. What is your strategy in determining how and where the consumer buys your product/service? d. Advertising and Sales Promotion Plan i. How are you going to reach your target market? ii. Advertising iii. Which media will be most effective? iv. Will you use social media? v. What types of sales promotion strategies will you employ? 1. Free samples, coupons, product demonstrations, etc. e. Develop a branding strategy that covers brand name, logo, and slogan.
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