Assignment 2: Part B: Your Marketing Plan Due Week 8 and worth 400 points For this assignment, you will include Part A of your marketing plan which has addressed the feedback from your professor. You will also need Steps 5-7 of the Interactive Marketing Plan, which you have completed within the course shell. In this final assignment, you will compile the previous assignment, addressing the feedback from your professor, as well as adding the marketing strategies. Note : You may create and / or make all necessary assumptions needed for the completion of this assignment. Write an eighteen to twenty (18-20) page paper in which you: Revise your executive summary from Assignment 1, based on the outcomes and implementation of your marketing plan. Develop your company’s mission statement and company introduction. Develop the company’s branding, pricing, and distribution plan. Provide the following marketing strategy information: Classify the company’s major competitors as inter- or intra-competitors. Categorize the competitors’ major strengths and weaknesses. Develop the differentiation strategy in relation to the closest competitor. Establish whether the company’s intention is to be a leader or follower within the industry. Assess the level of impact that the salient macro-environmental issues (e.g., legal, technological, social, and economic, etc.) and trends with which the company must contend could potentially have on the company’s marketing strategy. Predict the most significant trend to impact the business. Formulate a strategy for the company to minimize or capitalize on this trend. Construct an implementation strategy for your hypothetical company in which you specify the essential activities and responsibilities. Include a timetable for completion of each component of your strategy. Develop a five (5) year expansion plan that includes future profitability and market share growth. Include necessary graphs to explain your plan. Specify two (2) social media and / or media tools that you would use as you develop your plan. Justify each of your chosen tools. Choose two (2) performance standards, two (2) monitory methods, and two (2) financial controls that you would implement that differ from the standards that you had provided in Assignment 1. Justify your choices. Assess the potential for your company’s overall performance in relation to the marketing plan objectives. Suggest the integrated marketing communications that are most relevant for your marketing plan. Relate each marketing communication to your company’s advertising strategy. Use at least five (5) academic resources that address sustainability and monitoring of effective marketing plans and determine the applicability for your hypothetical company. These resources should be industry specific and relate to your chosen product / service. Note: Wikipedia and other Websites do not quality as academic resources. Your assignment must follow these formatting requirements: Be typed, double s.

1. Assignment 2: Part B: Your Marketing Plan
Due Week 8 and worth 400 points
For this assignment, you will include Part A of your marketing
plan which has addressed the feedback from your professor.
You will also need Steps 5-7 of the Interactive Marketing Plan,
which you have completed within the course shell. In this final
assignment, you will compile the previous assignment,
addressing the feedback from your professor, as well as adding
the marketing strategies.
Note
: You may create and / or make all necessary assumptions
needed for the completion of this assignment.
Write an eighteen to twenty (18-20) page paper in which you:
Revise your executive summary from Assignment 1, based on
the outcomes and implementation of your marketing plan.
Develop your company’s mission statement and company
introduction.
Develop the company’s branding, pricing, and distribution plan.
Provide the following marketing strategy information:
Classify the company’s major competitors as inter- or intra-
competitors. Categorize the competitors’ major strengths and
weaknesses.
Develop the differentiation strategy in relation to the closest
competitor.
Establish whether the company’s intention is to be a leader or
follower within the industry.
Assess the level of impact that the salient macro-environmental
issues (e.g., legal, technological, social, and economic, etc.) and
trends with which the company must contend could potentially
have on the company’s marketing strategy.
Predict the most significant trend to impact the business.
Formulate a strategy for the company to minimize or capitalize
on this trend.
Construct an implementation strategy for your hypothetical

2. company in which you specify the essential activities and
responsibilities. Include a timetable for completion of each
component of your strategy.
Develop a five (5) year expansion plan that includes future
profitability and market share growth. Include necessary graphs
to explain your plan.
Specify two (2) social media and / or media tools that you
would use as you develop your plan. Justify each of your chosen
tools.
Choose two (2) performance standards, two (2) monitory
methods, and two (2) financial controls that you would
implement that differ from the standards that you had provided
in Assignment 1. Justify your choices.
Assess the potential for your company’s overall performance in
relation to the marketing plan objectives.
Suggest the integrated marketing communications that are most
relevant for your marketing plan. Relate each marketing
communication to your company’s advertising strategy.
Use at least five (5) academic resources that address
sustainability and monitoring of effective marketing plans and
determine the applicability for your hypothetical company.
These resources should be industry specific and relate to your
chosen product / service. Note: Wikipedia and other Websites
do not quality 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’s name, the professor’s 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 integrated marketing communications and its

3. relationship to advertising strategy.
Develop strategies to assess performance and achieve marketing
goals.
Design customer satisfaction evaluation processes and quality
assurance measurements.
Evaluate marketing research tools involved in the marketing
process.
Create an effective marketing plan.
Use technology and information resources to research issues in
marketing management.
Write clearly and concisely about marketing management using
proper writing mechanics.
Grading for this assignment will be based on answer quality,
logic/organization of the paper, and language and writing skills,
using the
following rubric
.
Points: 400
Assignment 2:
Part B: Your Marketing Plan
Criteria
Unacceptable
Below 70% F
Fair
70-79% C
Proficient
80-89% B
Exemplary
90-100% A
1. Revise your executive summary from Assignment 1, based on
the outcomes and implementation of your marketing plan.
Weight: 5%
Did not submit or incompletely revised your executive summary
from Assignment 1, based on the outcomes and implementation

4. of your marketing plan.
Partially revised your executive summary from Assignment 1,
based on the outcomes and implementation of your marketing
plan.
Satisfactorily revised your executive summary from Assignment
1, based on the outcomes and implementation of your marketing
plan.
Thoroughly revised your executive summary from Assignment
1, based on the outcomes and implementation of your marketing
plan.
2. Develop your company’s mission statement and company
introduction.
Weight: 5%
Did not submit or incompletely developed your company’s
mission statement and company introduction.
Partially developed your company’s mission statement and
company introduction.
Satisfactorily developed your company’s mission statement and
company introduction.
Thoroughly developed your company’s mission statement and
company introduction.
3. Develop the company’s branding, pricing, and distribution
plan.
Weight: 5%
Did not submit or incompletely developed the company’s
branding, pricing, and distribution plan.
Partially developed the company’s branding, pricing, and
distribution plan.
Satisfactorily developed the company’s branding, pricing, and
distribution plan.
Thoroughly developed the company’s branding, pricing, and
distribution plan.
4a. Classify the company’s major competitors as inter- or intra-
competitors. Categorize the competitors’ major strengths and
weaknesses.
Weight: 5%

5. Did not submit or incompletely classified the company’s major
competitors as inter- or intra-competitors. Did not submit or
incompletely categorized the competitors’ major strengths and
weaknesses.
Partially classified the company’s major competitors as inter- or
intra-competitors. Partially categorized the competitors’ major
strengths and weaknesses.
Satisfactorily classified the company’s major competitors as
inter- or intra-competitors. Satisfactorily categorized the
competitors’ major strengths and weaknesses.
Thoroughly classified the company’s major competitors as
inter- or intra-competitors. Thoroughly categorized the
competitors’ major strengths and weaknesses.
4b. Develop the differentiation strategy in relation to the closest
competitor.
Weight: 5%
Did not submit or incompletely developed the differentiation
strategy in relation to the closest competitor.
Partially developed the differentiation strategy in relation to the
closest competitor.
Satisfactorily developed the differentiation strategy in relation
to the closest competitor.
Thoroughly developed the differentiation strategy in relation to
the closest competitor.
4c. Establish whether the company’s intention is to be a leader
or follower within the industry.
Weight: 5%
Did not submit or incompletely established whether the
company’s intention is to be a leader or follower within the
industry.
Partially established whether the company’s intention is to be a
leader or follower within the industry.
Satisfactorily established whether the company’s intention is to
be a leader or follower within the industry.
Thoroughly established whether the company’s intention is to
be a leader or follower within the industry.

6. 4d. Assess the level of impact that the salient macro-
environmental issues (e.g., legal, technological, social, and
economic, etc.) and trends with which the company must
contend could potentially have on the company’s marketing
strategy.
Weight: 6%
Did not submit or incompletely assessed the level of impact that
the salient macro-environmental issues (e.g., legal,
technological, social, and economic, etc.) and trends with which
the company must contend could potentially have on the
company’s marketing strategy.
Partially assessed the level of impact that the salient macro-
environmental issues (e.g., legal, technological, social, and
economic, etc.) and trends with which the company must
contend could potentially have on the company’s marketing
strategy.
Satisfactorily assessed the level of impact that the salient
macro-environmental issues (e.g., legal, technological, social,
and economic, etc.) and trends with which the company must
contend could potentially have on the company’s marketing
strategy.
Thoroughly assessed the level of impact that the salient macro-
environmental issues (e.g., legal, technological, social, and
economic, etc.) and trends with which the company must
contend could potentially have on the company’s marketing
strategy.
4e. Predict the most significant trend to impact the business.
Formulate a strategy for the company to minimize or capitalize
on this trend.
Weight: 6%
Did not submit or incompletely predicted the most significant
trend to impact the business. Did not submit or incompletely
formulated a strategy for the company to minimize or capitalize
on this trend.
Partially predicted the most significant trend to impact the
business. Partially formulated a strategy for the company to

7. minimize or capitalize on this trend.
Satisfactorily predicted the most significant trend to impact the
business. Satisfactorily formulated a strategy for the company
to minimize or capitalize on this trend.
Thoroughly predicted the most significant trend to impact the
business. Thoroughly formulated a strategy for the company to
minimize or capitalize on this trend.
5. Construct an implementation strategy for your hypothetical
company in which you specify the essential activities and
responsibilities. Include a timetable for completion of each
component of your strategy.
Weight: 6%
Did not submit or incompletely constructed an implementation
strategy for your hypothetical company in which you specify the
essential activities and responsibilities. Did not submit or
incompletely included a timetable for completion of each
component of your strategy.
Partially incompletely constructed an implementation strategy
for your hypothetical company in which you specify the
essential activities and responsibilities. Partially included a
timetable for completion of each component of your strategy.
Satisfactorily incompletely constructed an implementation
strategy for your hypothetical company in which you specify the
essential activities and responsibilities. Satisfactorily included a
timetable for completion of each component of your strategy.
Thoroughly incompletely constructed an implementation
strategy for your hypothetical company in which you specify the
essential activities and responsibilities. Thoroughly included a
timetable for completion of each component of your strategy.
6. Develop a five (5) year expansion plan that includes future
profitability and market share growth. Include necessary graphs
to explain your plan.
Weight: 6%
Did not submit or incompletely developed a five (5) year
expansion plan that includes future profitability and market
share growth. Did not submit or incompletely included

8. necessary graphs to explain your plan.
Partially developed a five (5) year expansion plan that includes
future profitability and market share growth. Partially included
necessary graphs to explain your plan.
Satisfactorily developed a five (5) year expansion plan that
includes future profitability and market share growth.
Satisfactorily included necessary graphs to explain your plan.
Thoroughly developed a five (5) year expansion plan that
includes future profitability and market share growth.
Thoroughly included necessary graphs to explain your plan.
7. Specify two (2) social media and / or media tools that you
would use as you develop your plan. Justify each of your chosen
tools.
Weight: 4%
Did not submit or incompletely specified two (2) social media
and / or media tools that you would use as you develop your
plan. Did not submit or incompletely justified each of your
chosen tools.
Partially specified two (2) social media and / or media tools that
you would use as you develop your plan. Partially justified each
of your chosen tools.
Satisfactorily specified two (2) social media and / or media
tools that you would use as you develop your plan.
Satisfactorily justified each of your chosen tools.
Thoroughly specified two (2) social media and / or media tools
that you would use as you develop your plan. Thoroughly
justified each of your chosen tools.
8. Choose two (2) performance standards, two (2) monitory
methods, and two (2) financial controls that you would
implement that differ from the standards that you had provided
in Assignment 1. Justify your choices.
Weight: 5%
Did not submit or incompletely chose two (2) performance
standards, two (2) monitory methods, and two (2) financial
controls that you would implement that differ from the
standards that you had provided in Assignment 1. Did not

9. submit or incompletely justified your choices.
Partially chose two (2) performance standards, two (2) monitory
methods, and two (2) financial controls that you would
implement that differ from the standards that you had provided
in Assignment 1. Partially justified your choices.
Satisfactorily chose two (2) performance standards, two (2)
monitory methods, and two (2) financial controls that you would
implement that differ from the standards that you had provided
in Assignment 1. Satisfactorily justified your choices.
Thoroughly chose two (2) performance standards, two (2)
monitory methods, and two (2) financial controls that you would
implement that differ from the standards that you had provided
in Assignment 1. Thoroughly justified your choices.
9. Assess the potential for your company’s overall performance
in relation to the marketing plan objectives.
Weight: 6%
Did not submit or incompletely assessed the potential for your
company’s overall performance in relation to the marketing plan
objectives.
Partially assessed the potential for your company’s overall
performance in relation to the marketing plan objectives.
Satisfactorily assessed the potential for your company’s overall
performance in relation to the marketing plan objectives.
Thoroughly assessed the potential for your company’s overall
performance in relation to the marketing plan objectives.
10. Suggest the integrated marketing communications that are
most relevant for your marketing plan. Relate each marketing
communication to your company’s advertising strategy.
Weight: 6%
Did not submit or incompletely suggested the integrated
marketing communications that are most relevant for your
marketing plan. Did not submit or incompletely related each
marketing communication to your company’s advertising
strategy.
Partially suggested the integrated marketing communications
that are most relevant for your marketing plan. Partially related

10. each marketing communication to your company’s advertising
strategy.
Satisfactorily suggested the integrated marketing
communications that are most relevant for your marketing plan.
Satisfactorily related each marketing communication to your
company’s advertising strategy.
Thoroughly suggested the integrated marketing communications
that are most relevant for your marketing plan. Thoroughly
related each marketing communication to your company’s
advertising strategy.
11. 5 references
Weight: 5%
No references provided
Does not meet the required number of references; some or all
references poor quality choices.
Meets number of required references; all references high quality
choices.
Exceeds number of required references; all references high
quality choices.
12.
Writing Mechanics, Grammar, and Formatting
Weight: 5%
Serious and persistent errors in grammar, spelling, punctuation,
or formatting.
Partially free of errors in grammar, spelling, punctuation, or
formatting.
Mostly free of errors in grammar, spelling, punctuation, or
formatting.
Error free or almost error free grammar, spelling, punctuation,
or formatting.
13.
Appropriate use of APA in-text citations and reference section
Weight: 5%
Lack of in-text citations and / or lack of reference section.

11. In-text citations and references are provided, but they are only
partially formatted correctly in APA style.
Most in-text citations and references are provided, and they are
generally formatted correctly in APA style.
In-text citations and references are error free or almost error
free and consistently formatted correctly in APA style.
14.
Information Literacy / Integration of Sources
Weight: 5%
Serious errors in the integration of sources, such as intentional
or accidental plagiarism, or failure to use in-text citations.
Sources are partially integrated using effective techniques of
quoting, paraphrasing, and summarizing.
Sources are mostly integrated using effective techniques of
quoting, paraphrasing, and summarizing.
Sources are consistently integrated using effective techniques of
quoting, paraphrasing, and summarizing.
15.
Clarity and Coherence of Writing
Weight: 5%
Information is confusing to the reader and fails to include
reasons and evidence that logically support ideas
Information is partially clear with minimal reasons and
evidence that logically support ideas
Information is mostly clear and generally supported with
reasons and evidence that logically support ideas
Information is provided in a clear, coherent, and consistent
manner with reasons and evidence that logically support ideas