Order #7382875466 subject marketingtopicpart b marketing

1. Order #7382875466
Subject
Marketing
Topic
Part B Marketing Plan
Type
Essay
Level
High School
Style
APA
Sources
3
Language
English(U.S.)
Description
In Assignment 2, using the same company from Assignment 1,
you will focus on the company%u0432%u0402%u2122s
mission, introduction, and branding.
Note: You may create and /or make all necessary assumptions
needed for the completion of this assignment.
Write a four to five (4-5) page paper in which you:
Develop a branding strategy for your product that covers the
brand name, logo, slogan, and at least one (1) brand extension.
Assemble a marketing strategy for your product, and determine
an appropriate time table to implement your plan). Provide a
rationale for your response.
Prepare a positioning statement. Include a perceptual map that
shows your company's position against its competitors. From
this map, create a statement that depicts your position. For

2. example, %u0432%u0402%u045AOur product is the fastest in
its class for half the price.%u0432%u0402%u045C Note: See
pp. 54 - 55 in the textbook for examples of perceptual maps.
You may use Microsoft Word, PowerPoint, or other equivalent
software to create your perceptual map.
Examine the relevant consumer behavior for your target market.
Explain the main reasons why the brand name, logo, slogan,
brand extension, as well as the positioning statement and
marketing strategy are right for the identified target market.
Develop your company's mission statement and company
introduction.
Use at least three (3) academic resources as quantitative
marketing research to determine the feasibility of your product /
service. These resources should be industry specific and relate
to your chosen product / service. Note: Wikipedia and other
Websites do not qualify as academic resources.
Your assignment must follow these formatting requirements:
Be typed, double spaced, using Times New Roman font (size
12), with one-inch margins on all sides; citations and references
must follow APA or school-specific format. Check with your
professor for any additional instructions.
Include a cover page containing the title of the assignment, the
student%u0432%u0402%u2122s name, the
professor%u0432%u0402%u2122s name, the course title, and
the date. The cover page and the reference page are not included
in the required assignment page length.
The specific course learning outcomes associated with this
assignment are:
Analyze the marketing framework including the concepts of the
5Cs, STP, and 4Ps.
Examine the marketing science of customer behavior and
products in the marketing exchange process and create dynamic
strategies for competing.
Evaluate the basis for market segmentation and approaches to

3. segmentation.
Evaluate target customer segments and positioning products
within these segments.
Examine the marketing science of customer behavior and
products in the marketing exchange process and create dynamic
strategies for competing.
Develop branding strategies for existing and new products.
Use technology and information resources to research issues in
marketing management.
Write clearly and concisely about marketing management using
proper writing mechanics.
Spacing
Double
Pages
4
Running head: PART B: MARKETING PLAN YOUR
COMPANY NAME
1
11
PART A: MARKETING PLAN
4
Part B: Marketing Plan
Your Name
Course Number and Name of Course
Name of School
Dr. Eva M. Ananiewicz
Date submitted
Introduction

4. Branding Strategy
Develop a branding strategy for your product that covers the
brand name, logo, slogan, and at least one (1) brand extension
Marketing Strategy
Assemble a marketing strategy for your product. Provide
rationale. You might have done some of this in your first paper.
Implementation Time Table
Determine an appropriate time table to implement your plan).
This is for your marketing plan, see page 221 (FIG. 17.5) in the
textbook.
Positioning Statement
Prepare a positioning statement. Include a perceptual map that
shows your company's position against its competitors. From
this map, create a statement that depicts your position. For
example, “Our product is the fastest in its class for half the
price.” Note: See pp. 54 - 55 in the textbook for examples of
perceptual maps. You may use Microsoft Word, PowerPoint, or
other equivalent software to create your perceptual map.
Perceptual Map
Consumer Behavior for Target Market
Examine the relevant consumer behavior for your target market.
Explain the main reasons why the brand name, logo, slogan,
brand extension, as well as the positioning statement and
marketing strategy are right for the identified target market.
Mission Statement
Company Introduction
Conclusion
References (note this is centered and not bold) and on its own
page
How to Cite
(Tarzijan, 2004, p. 321). To avoid any issues concerning

5. plagiarism, write in your own words, cite, and quote.
(Narasimhan & Wilcox, 1998). This is how to cite.
The following are examples for textbooks, journals, and
websites. This is the format you should use and further
clarification can be found in the APA 6th edition manual and
the following two websites:
http://www.library.cornell.edu/newhelp/res_strategy/citing/apa.
html.
http://www.hofstra.edu/PDF/axinn_bibliographic_citations_apa.
pdf I also posted a paper and how the references should look
like, keep in mind references are always in alphabetical order.
References
(note, this heading is not bold but centered) References are on
their own page.
Notice no first names used, only initials and in alphabetical
order.
Bergenstock, D. (2004). An analysis of the international
diamond market. Lewiston, NY: The
Edward Mellon Press.
Chang, S. et al. (2002). The global diamond industry. Chazen
Web Journal of International
Business. Retrieved from
http://www.gsb.columbia.edu/journals/files/chazen/Global_Dia
mond_Industry. (URL
needed here since not sure if it will change)
Porter, M. (2004). What is strategy? In S. Segal-Horn (Ed.),
The strategy reader (pp. 41-62). Victoria, AU: Blackwell
Publishing.
Segal-Horn, S. (Ed.), (2004). The strategy reader. Victoria, AU:
Blackwell Publishing.

6. Notice the title of the book here
Yi, S. & Baumgartner, H. (2004). Coping with negative
emotions in purchase-related situations.
Journal of Consumer Psychology, 14(3), 303-317. (this is an
example of a journal
article from EBSCO no need to reference website since it is an
online database, no doi number)
How to format:
Periodical
Author's Last name, first initial. Middle initial (year). Title of
article. Title of Periodical, volume
(issue if there is one), pp-pp, doi:xx.xxxxxxxxxx If no issue
volume is not in italics. See
Owl at Purdue website
(http://owl.english.purdue.edu/owl/resource/560/01/) for details
on doi and multiple authors.
Website
Title of article. (date of publication). Website. Retrieved from
URL address
Professional Web site (from
http://www.library.cornell.edu/resrch/citmanage/apa)
National Renewable Energy Laboratory. (2008). Biofuels.
Retrieved from
http://www.nrel.gov/learning/re_biofuels.html
When there is no author for a web page, the title moves to the
first position of the reference entry: From the APA website.

7. Example:
New child vaccine gets funding boost. (2001). Retrieved from
http://news.ninemsn.com.au/health/story_13178.asp
Running head: BUSINESS ANALYSIS
1
Part A: Marketing Plan
Tushayla R. Brown
Marketing Management
Strayer University
Dr. Eva M. Ananiewicz
30 January 2017Business Analysis
IntroductionOutletPlatforma is a relatively young but ambitious
and already a successful company, which managed to go from a
simple online store on a wave of e-commerce to a large-scale
transportation guide for a variety of goods and services in the
modern world of globalization. The key to its success is a
constant work to keep up with the vagaries of consumers and
technological advances. OutletPlatforma represents the pioneer
business provided online services that help multimillion
audiences to sell and purchase real goods responding mass
demand along with advanced information services. It is among
the world's largest companies in terms of trade turnover. The
OutletPlatforma business was founded in the mid 1990 by
American entrepreneur who initiated to goods books online.
Modern assortment items for sale was enriched by more than 33
categories of diverse goods, including electronic books, toys,
consumer electronics, food, household and sporting goods,
different auto parts, etc. Such intensive dynamics of sales is

8. supported by the OutletPlatforma branches in the key
commercial world states like the UK, USA, Canada, Germany,
France, Italy, Spain, Japan, China, and other developed and
large countries. These branches differ by the interface language,
assortment groups, and cost of maintenance and delivery.
Business analytical tools help reveal important aspects and
features of this amazing business.Environmental
AnalysisCompetitive influences of OutletPlatforma include the
emergence of new entrances with information services, online
stores, different distributors and carriers, auctions, and other
businesses. As the company is engaged in the three common
segments of electronics, media, other merchandise, and online
services, it faces permanently with dynamic competition at all
of these markets. In the media market, OutletPlatforma tries to
capture consumers in front of ever-increasing competition from
Netflix, Apple, Google Inc., and Liberty Interactive. These
companies are strongly enough to make decisive steps in this
segment. The electronics and merchandise sectors are also full
of rivals like Alibaba Group, PCM, Target, Wayfair, etc.
Competition with media giants makes OutletPlatforma sensitive
to consumers’ demands and striving to win their
loyalty.Economic forces more directly may influence
OutletPlatforma as it is the international company which is
driven by economic stability, financial changes in the
macroeconomic environment, disposable income of consumers,
purchasing power, world payment systems, and any other
development shifts in the targeted national markets. Political
forces include governmental activity in all the countries where
the business is presented, appropriate macroeconomic
environment of these countries, governmental regulation of e-
commerce, political efforts on the ensuring of cyber-security,
political stability in the countries and their relationships, etc.
Consequently, legal forces are concentrated on adherence to
national legislation, product regulation, environmental
protection requirements, and various norms of export/import
regulations. As OutletPlatforma tends to respond to modern

9. demands and expectations of advanced consumers, it is aware of
the urgent need for appropriate scientific and technical
progress, preference for the use of modern payment systems, the
increase in appropriate IT efficiency, sale of advanced and
latest technologies, and resistance to cyber-crime (Huang &
Sarigöllü, 2014). As any international business sensitive to
social and cultural forces, OutletPlatforma strives to reflect
adequately on wealth distribution on the targeted segments,
intensity of online activity of consumers, consumerism patterns,
and its internal multicultural team etc.
Primary and Secondary Target Markets 4PsOutletPlatforma has
changed its target from a simple online store to more advanced
provider of typical e-commercial services. Targeting is repelled
by the goals and competitive strategies of the company
(Hanssens, Pauwels, Srinivasan, Vanhuele, & Yildirim, 2014).
The primary target segment is a large number of diverse clients
with average and high income, engaged in the advertising
through the sale of online services due to the advanced website
of OutletPlatforma. Secondary target markets are mass markets
with different income levels of consumers and their developing
media needs in goods and services offered by OutletPlatforma
on its website. Positioning and the attitude to the market vary
depending on the segments and goals.The company’s 4P,
including Product, Place, Promotion and Price, demonstrates
different coherent strategies and tactics for making successful
marketing efforts (Bahadir, Bharadwaj, & Srivastava, 2015). As
a significant player in the developed online retail sector,
OutletPlatforma offers diversified and expanded product mix of
retail services and goods, consumer electronics, distribution
service, OutletPlatforma Publishing and Video Direct,
OutletPlatformaFresh, Prime Pantry, etc. The website is the
main place for provision of all these services and products. The
companies being the OutletPlatforma partners may provide
some of these services in the U.S., Japan, or Europe (Goi,
2009). Promotion occurs through the retail service promotions,
advertising, the websites of partners, and direct marketing, and

10. PR. Pricing is combined of market-oriented, value-based, and
price discrimination strategic approaches.
5Cs
As the powerful retail online company, OutletPlatforma offers a
wide range of media and electronics products, including
advertising service. It is positioned as highly professional and
fast-growing media and customer-centric giant able to sell
considerably wide range of goods and provide demanded
services for individuals and companies through 1-Click
technology, platforms for other businesses, wish-list, video
casting, AutoRip, and the rest web services. Although the
experience of OutletPlatforma is only near 11 years, this
company set ambitious long-term goal of intensified volumes of
sales at moderate price. OutletPlatforma contracts wholesale
suppliers in order to sell online to the buyers at retail low
prices. In addition, the company’s website serves as paid
platforms for sell-purchase operations between different
OutletPlatforma connoisseurs. Supply chain of OutletPlatforma
adheres to ethical and lawful approach guided by special Code
of Conduct for suppliers, applying to their subcontractors
(“OutletPlatforma.com Supply chain standards,” 2017). Market
share of OutletPlatforma TV has reached over 55 % beating its
closest rival. Consumers appreciate the high quality service,
personalization, digital practices, and excellent user-experience.
Actual competitors are modern media and IT leaders, like
Google Inc., Alibaba, eBay, Apple TV and other large and
medium-size business tending to find their niche in the industry.
All micro- and macroeconomic climate of the company is
shaped by technological progress, sensibility to economic
changes, favorable legal conditions, and uncertain political
environment. Segmentation, Targeting,
PositioningOutletPlatforma divide the market into
psychographics and demographic segments, depending on
purchase behavior, actual demand response, individualist
approach to high-value and long-term customers. The
company’s targeting occupies middle and upper class customers

11. experienced in high technology and preferred to shop online.
OutletPlatforma positions itself as going globally and acting
locally company appreciated customer centric behavior.Main
Short- and Long Term Goals
The main goals that the company would like to achieve in next
year are to earn customer loyalty and trust and to increase
profit. Since the company has entered in the highly competitive
market and the demanded industry, its market shares are chasing
by empowered and confident rivals due to investment in
diversification and enrichment. The long-term goals that
OutletPlatforma would like to get are participation in venture
business and increase market share. Though OutletPlatforma
has these targeted plans, it should base the likelihood their
fulfillment on market performance. Market shares can
periodically and impetuously fluctuated 20 % to 56 % in 2012.
However, over 70 % of media and IT market is captured by
Google Inc. (“Search engine market share worldwide,”
2017).However, OutletPlatforma got over 35 % of the leading
retail websites, more than its rival Wal-Mart. In 2011,
OutletPlatforma was awarded number one of customer value
that gives a stimulus in achieving all goal levels. New product
adoption rates are relatively lower than that of competitors, as
customers are guided by the relative advantages. Despite the
market prosperity and leadership in some segments, the
company is challenged by the high retention rate in comparison
with relatively low rates in Google or Microsoft. Comparing
with 22 % of industry growth, decrease by 3.09 % of the sector,
and decline in 500 S&P by 7.58 %, OutletPlatforma enjoys more
than 29 % of growth in 2017. Gross margin is expected to grow
and exceed the industry only by 2-3 %. Customer engagement is
significant, reaching the top positions in the industry. In 2012,
OutletPlatforma store for Android IOS was marked five-time
increase in the tracking downloads of Website content, while
the website of OutletPlatforma was visited by 183 million
visitors per month with 6 minutes duration as the largest share
among all retail websites (“U.S. Retail websites by visitors,”

12. 2017; “Traffic Overview,” 2016).These metrics make it possible
to achieve short-term goals, but it has to change its human
resource management approach in the next five years.SWOT
Analysis and Needs Analysis
SWOT AnalysisStrengths are trusted retail brand name,
reinvestment in web technology, strong provision of diverse
media content, and competitive gaming options. Weaknesses are
lack of knowledge in STB market, significant dependence on the
website work, low retention, and scattered focus on new
ventures. Opportunities are the increase of consumerism habits
in the developing countries, intensive use of online stores,
improvement of IT efficiency, and popularity of eco-initiatives.
Threats are hacking or cyber-theft, lawsuits in retailing, local
rivals, and probable technological obsolescence. Needs
AnalysisTargeted Population and Service EnvironmentNeeds
Identification Needs Assessment Consumers used advertising
services and external agencies, including different
stakeholdersPrimary needs (to participate in venture business,
to increase market share, and to fortify trusted retail brand
name, strong provision of diverse media content, and
competitive gaming options; to improve knowledge in STB
market, the website work, retention policy, and focus on new
ventures )Venture business is more important. It does not
contradict with market share. Target groups do not provide
much relevance of the needsMass consumers of different
merchandise, and external agencies, including different
stakeholders Secondary needs (to earn customer loyalty, to
increase profit; to use increase of consumerism habits in the
developing countries, improvement of IT efficiency, and
popularity of eco-initiatives; to protect business from hacking
or cyber-theft, lawsuits in retailing, local rivals, and probable
technological obsolescence)Customer loyalty is in high priority;
capturing of customer trust will lead to profit increase. They are
relevant and important. Target groups are the same.Conclusion
To sum up, the activity of OutletPlatforma is distinguished by
active market position and rapid economic growth along with

13. customer-centric performance. Environment of the company
provides both opportunities for growth and intensive
competition. However, OutletPlatforma well positons its wide
assortment of products. Customized metrics indicate significant
potential to achieve the main objectives, but the human
resources and low concentration on a certain vector of
development can bring down a successful path. Priority
objectives put forward the participation of business and
consumer loyalty as the most significant.References
Bahadir, S. C., Bharadwaj, S. G., & Srivastava, R. K. (2015).
Marketing mix and brand sales in global markets: Examining
the contingent role of country-market characteristics. Journal of
International Business Studies, 46(5), 596-619.
Goi, C. L. (2009). A review of marketing mix: 4Ps or more?
International Journal of MarketingStudies, 1(1), 2.
Hanssens, D. M., Pauwels, K. H., Srinivasan, S., Vanhuele, M.,
& Yildirim, G. (2014). Consumer attitude metrics for guiding
marketing mix decisions. Marketing Science, 33(4), 534-550.
Huang, R., & Sarigöllü, E. (2014). How brand awareness relates
to market outcome, brand equity, and the marketing mix.
Fashion Branding and Consumer Behaviors (pp. 113-132).
Springer New York.
Search engine market share worldwide. (2017). Retrieved
January 23, 2017, from Statista,
https://www.statista.com/statistics/216573/worldwide-market-
share-of-search-engines/
Traffic Overview. (2016). Retrieved January 24, 2017, from
SimilarWeb,
https://www.similarweb.com/website/OutletPlatforma.com#over
view.
U.S. Retail websites by visitors. (2017). Retrieved January 24,

14. 2017, from Statista,
https://www.statista.com/statistics/271450/monthly-unique-
visitors-to-us-retail-websites/.