The document outlines an assignment to develop an updated strategic plan and marketing plan for a domestic market. It provides directions for each section of the marketing plan, including an executive summary, SWOT analysis, segmentation/targeting strategy, unique selling proposition, distribution plan, promotional strategy, growth/retention strategy, and budget/financial projections. The strategic plan should include a mission, goals, and action plan. The marketing plan should be 8-10 pages and cover domestic market opportunities.

1. Assignment 2- Updated Strategic Plan and Marketing Plan for
Domestic Marketing (150 points)
A)Updated Strategic Plan(20 points)
Include your updated mission, strategic goals, and action plan.
B) Marketing Plan for Domestic Market (130 points)
Develop a brief marketing plan for the domestic marketing.
This assignment should be approximately 8-10 pages long.
Sections:
1)Executive Summary (10 points)
i) A detailed overview of your plan
2) SWOT Analysis (15 points)
i) Brief overview of strengths, weaknesses, opportunities,
and threats
3) Segmentation and Targeting Strategy (25 points)
i) Bases of segmentation used
ii) Targeting approach and target customers
4) Unique Selling Proposition (15 points)
i) Discuss positioning strategy and provide positioning
statement
ii) Discuss your pricing strategy
5) Distribution Plan (15 points)
i) Detailed plan to get your products to your target market
6) Promotional Strategy (25 points)
i) Marketing material to be used
ii) Integrated communications plan

2. iii) Online marketing strategy
7) Growth and Retention Strategy (15 points)
i) Plans for growth and retention in customer base
8) Budget and Financial Projections (10 points)
i) Expected costs
ii) Predicted outcomes
Discussion 1(MB)
Improving System Development Productivity
System development productivity can be said to be the ratio of
the value of software produced and the value of costs incurred
while producing the software. In order to benefit and keep
producing a company should make sure that the value of the
software produced is always higher. There is a multitude of
ways to do this. To begin with, the company should have a clear
direction: the reason for this is that software development teams
are usually large and lack of clarity of objectives could lead to
different teams having distorted goals that could lead to failure
of the product (Dos Santos et al., 2000). A clear goal has the
advantage of keeping developers aligned and motivated.
In continuation, continuous communication and feedback
between all parties involved in the production of the software
product is key (Chiang et al., 2004). When there is smooth flow
of communication, everybody is aware of the slightest changes
in development and plans which then makes them move as a
team. Since not everything works to plan, it is important that
the team be able to adapt to any changes in the environment.
This flexibility could be the difference between the success of
the product and its failure.
For the productivity of a system to improve the team players
should come together and agree to do a few things right (Storey,
2016). The first thing is that they should ensure that their
communication channels are working correctly. Getting updated
information and feedback on the system will keep the team

3. working in synchronization and this will improve the chances of
the product succeeding. Secondly, the team should agree on
automating simple operations or those that do not require a high
level of human intelligence (Tavoletti, 2019). In addition,
automation saves costs by reducing the amount of workforce
required and producing an increased amount than was actually
produced manually.
Discussion 2: (SN)
Various ways to improve system development productivity
Top of Form
McKeen & Smith (2015) has listed the following ways to
improve system development productivity.
Optimize the bigger picture:
System development is just a part of overall business
development. Delivering the IT system requires different
components to be worked on. It starts with an understanding of
IT value proposition, strategic planning, roadmaps, good
governance, and implementation (McKeen and Smith, 2015). To
achieve the value for the business, there are several things to
take care of. First, it should be ensured that IT and the business
are working together to deliver the business value. Also, all the
processes and operations of the business need to reassessed
periodically so that the issues are addressed and opportunities
utilized on time (McKeen & Smith, 2015).
There are different levels of resources and ideas, which are
interrelated. So, to make productive development, all these
activities need to be thought forward in a bigger picture. IT
leaders need to focus on the goal of the project and carry out the
planning with reducing cycle time and keeping the standards
high.
Adopt more flexible processes
Agile methodologies have been practiced these days as a more

4. flexible process, but still, there are companies that are sticking
to waterfall methods. There are things like security and
integration that companies hold on to because of their potential
risk related nature. These have to be addressed in a certain way
that stress to the system developers would lessen. There are
many third-party tools that can be incorporated into the system,
which will increase productivity with less burden. The flexible
process also helps in decision making, which will expedite the
improvement features on the system (Chan et al., 2012).
Overall the goal of this technique is to adopt a process that suits
best for the business rather than just sticking to agile or
waterfall methods. The purpose is to tailor the methods as per
the requirement.
Reduce complexity
Complexity can be of any nature. It can comprise of the
architecture, languages, or platforms that IT systems use.
Several components can be reused in the system. Identifying
those components and reusing them can reduce the defects.
Also, getting rid of the unnecessary and lengthy work process
will enhance productivity. The product features and repositories
can be reused that save the complexities of maintaining a full
feature that can excel in the productivity of the system (Liu et
al. 2017).
Enhance success metrics
It is essential to track the success of the team or product, which
can be done with the help of success metrics. The amount of
achievement that the team accomplishes has to be reported
throughout the system. IT leaders and managers need to work on
getting the metrics for the understanding of the system from the
business perception. There should be clear communication
flowing through and need to track the quality of the product.
Monitoring the performance will help to make the product better
and fill any gaps as it gives the overall picture of the product
(Pendelton et al. 2017).
Create a smarter development environment
Innovation is an essential part of developing productivity.

5. However, to get that coming, there should be a smarter way of
collaboration, knowledge sharing, and finding opportunities
inside the team and must is between IT and business. They
should maintain documentation on the use and requirements so
that both IT and business are on top of the game. Companies
can also aggregate the requests and bring to a more significant
discussion so that there is a better understanding of the requests
and probable handling solution. Making use of collaborative
tools and smart searches are a few of the technologies that
businesses can use to promote a smart development environment
in the organization (McKeen & Smith, 2015).
Bottom of Form
Student or Team Name:
Strategic Plan
Before you start making decisions in NewShoes, it is important
to develop a strategic plan. Start
by writing a mission statement, in which your team
communicates a vision for the company.
Then identify measurable goals that your company should
achieve to support your mission.
Examples are specific profit or return on sales in a period, a
market share objective, or
developing a version by a specific period. Finally, plan the
strategy you will use to meet those
goals. Your strategy should spell out plans to enter markets,

6. marketing mix for each market, and
product development budgets.
1. Mission Statement
2. Measurable Goals
3. Plan to Achieve Goals
Strategic Plan
Student or Team Name: Kelsey TownsQuestion 1: Queen's
Kicks mission is to provide the highest quality craftsmanship
and best customer service possible every day, with every
customer, and with every pair of shoes.Question 2: Increase sale
profits by 65% and decrease production costs by 25%Question
3: -Allow customers to voice opinions and suggestions via
comment box, email, and surveys.
-Use raw, high quality products
-Monitors sales in local and regional areas, view competitors
sales and ads, promote ads through all forms (social media, tv,
radio, email, texts)