Unit IVEssay
Marketing Plan: Part II
Throughout this course, you will compile a comprehensive marketing plan using one of the product/service scenarios listed
in the Unit II assignment. (Note: You will use the same scenario throughout the course.) This scenario will be the basis of
your start-up company and will be the catalyst for the subsequent marketing plan that you will compile. The company that
you choose to submit a marketing plan for is a fictional start-up company (not an existing company).
This unit’s submission should consist of the items listed below.
Provide a segmentation and target market analysis.
In this section of the marketing plan, you should identify the four criteria useful in segmenting the market, and apply
them to your company. Explain how identifying the target market is more clearly defined once a marketer has
conducted segmentation on the population. Explain several target markets for your company using detailed
explanations.
Include a competitive and industry analysis.
This section of the marketing plan should identify three or four competitors of your company. These can be direct or
indirect competitors. (Note: Not all companies have competitors.) Differentiate each competitor based upon multiple
criteria. Additionally, conduct an industry analysis by looking at the health of the industry in which your company
resides. Identify whether the industry has grown or shrunk in the last 5–10 years. Explain why understanding the
competitors and the health of the industry are important elements of the marketing plan.
Provide a SWOT (strengths, weaknesses, opportunities, and threats) analysis.
In this section, you will compile a SWOT analysis of your company. The internal strengths and weaknesses as well
as the external opportunities and threats need to be identified and explained (include at least 2–3 elements under each
area of the SWOT). The value proposition will be demonstrated through a strong showing in the strengths section of
the SWOT analysis. Reference the SWOT analysis explanation in the Unit I Lesson for additional insight on how to
compile this analysis.
The format of the submission should be in essay format using subheadings. Use APA format. Additionally, you need to
include a minimum of five sources, three of which must be peer-reviewed, academic sources that are no more than 5 years
old. The submission should be a minimum of three pages in length (not counting the title and reference pages).
Scenario used
IT to Seniors is a start-up company interested in ensuring a positive experience for seniors (65 and older) with respect to
the use of technological gadgets, software, the Internet, and/or any additional aspects of technology. Initial research will
provide an idea of the business model that would be in most demand for this target market.
