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Use the following outline to organize your paper. Note that the letters “a, b, c…” and the numbers “i, ii, iii, iv…” and “1, 2, 3, 4…” below are used to show the major issues you need to include in your paper, but should not be used to format your paper.V. Issues Analysis (2 pages maximum)Given your complete marketing analysis, what are the key issues that the company/organization must understand in order to address the charge that is being considered?Note: This section concisely identifies the most important issues and decisions that the organization is likely to face when trying to sell the product in your charge.Bullet points (or numbered statements) are acceptable.VI. Goals and Objectives (2 pages maximum)The goals and objectives should be stated clearly and concisely.(Think S.M.A.R.T. i.e., Specific, Measurable, Achievable, Realistic, and Time bound).Each goal/objective should be easily understood given your previous analysis and summary of key issues.Do not “discuss” the goals/objectives. Just present them.VII. Marketing Strategy Statements (2-6 pages)Note: These are literally statementsDo not provide detailed descriptions.These statements will guide your implementation.These statements should be logical given your analysis and goals.Target Market DefinitionNote: This is a short, final description of who your action plan will be intended to reach. You may simply be restating target population previously identified.Describe the target market in demographic and/or psychographic terms.Describe the key benefits/behaviors this target market seeks/prefers.Estimate the number of customers in this segment.Strategy StatementsValue StatementWhy should “customers” adopt your strategic initiative?What does your initiative provide (or what do you suggest it provide) in order to encourage/support behavioral change?Identify “the set of benefits that the strategy offers.”Note: The value proposition is intangible, but it is made tangible through specific offerings/activities.Proposition StatementWhat is the key proposition on which the strategy and its activities should be based?Refer to the “4 Ps” of marketing.Accessibility StatementWhat information or support materials must be made easily accessible?Refer to the “4 Ps” of marketing.Communication StatementWhat method of communications should be sought? Print/radio and other traditional media? Social networking?Note: Use double-spaced, black Verdana or Times Roman font in 12 pt. type size. Include a title page and references. Revise your Module 3 SLP based on the feedback from your professor and your additional research, and include the SLPs from Modules 1-3 in the Module 4 SLP.Explain clearly and logically the facts you find about your company and charge, and use the required reading to support your positions on the issues. Do not repeat or quote definitions. Your use of the required readings to support your opinions (that is, contentions or positions) should demonstrate that you understand the concepts presented.Paraphrase the facts using your own words and ideas, employing quotes sparingly. Quotes, if absolutely necessary, should rarely exceed five words.Academic papers at the master’s level should include citations and references. Look at different sources, especially credible and reputable resources such as The New York Times, The Wall Street Journal, Businessweek, and The Economist, to find the information for your paper. Also use Trident University’s online library databases such as ProQuest and EBSCO to find information for your project. Your discussion on each topic should be a synthesis of the different sources. Taking shortcuts on the number and quality of your sources will result in a poor-quality marketing plan that will be of no use to your client.Also, it is important that you reference your sources throughout the text of your marketing plan. Take the following paragraph as an example:“As a result, telephone interviewers often do not even get a chance to explain that they are conducting a survey (Council for Marketing and Opinion Research, 2003), and response rates have steadily declined (Keeter et al., 2000) to reported lows of 7% (Council for Marketing and Opinion Research, 2003). This decrease presents a problem because not only does it increase the cost of conducting telephone surveys, but it also leads to questions concerning the generalizability of the results (Struebbe, Kernan & Grogan, 1986; Tuckel & O’Neill, 2002).”There are different citation and reference formats such as APA, MLA, or Chicago. No matter which format you adopt for your marketing plan, make it consistent throughout the plan.Also note: The marketing plan should use third person business writing. Avoid “we,” “our,” and “you.” Do not use contractions in business writing.Here are some guidelines on how to conduct information search and build critical thinking skills.Emerald Group Publishing. (n.d.). Searching for information. Retrieved from http://www.emeraldinsight.com/learning/study_skills/skills/searching.htmEmerald Group Publishing. (n.d.). Developing critical thinking. Retrieved from http://www.emeraldinsight.com/learning/study_skills/skills/critical_thinking.htmGuidelines for handling quoted and paraphrased material are found at:Purdue Online Writing Lab. (n.d.). Academic writing. Retrieved from https://owl.english.purdue.edu/owl/section/1/2/Purdue Online Writing Lab. (n.d.). Quoting, paraphrasing, and summarizing. Retrieved from https://owl.english.purdue.edu/owl/resource/563/1/Purdue Online Writing Lab. (n.d.). Is it plagiarism yet? Retrieved from https://owl.english.purdue.edu/owl/resource/589/02/Your paper consists of arguments in favor of your opinions or positions on the issues addressed by the guidelines; therefore, avoid the following logical fallacies:Purdue Online Writing Lab. (n.d.). Logic in argumentative writing. Retrieved from https://owl.english.purdue.edu/owl/resource/659/01/Your SLP should not simply be a list of facts. Take the facts you find about the company, the charge, and the environments that the company faces, and explain how you think those facts will affect the financial future of the product or brand in your charge. The emphasis in grading your paper will be on the breadth and depth of your discussion of each topic, critical thinking, the clarity of your discussion, and the proper organization of the paper. “Do you need a similar assignment done for you from scratch? We have qualified writers to help you with a guaranteed plagiarism-free A+ quality paper.
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