IT Today is a startup company that wants to provide technological assistance and support to consumers for devices like smartphones, tablets, laptops, and printers. The company's goal is to offer 24/7 support and networking assistance to build a profitable business. The marketing plan will include: 1) A situation analysis with market segmentation, target market identification, and SWOT analysis. 2) A marketing strategy outlining product, place, price, and promotion strategies and whether the company has a competitive advantage in each area. 3) Marketing metrics including goals and calculations for sales, customer, financial, and efficiency metrics to evaluate the marketing efforts.

1. THE SCENARIO BELOW WILL BE USED TO COMPLETE
ALL 3 PARTS. I SUGGEST NOT SKIPING A PART,
BECAUSE EACH LEADS INTO EACH OTHER.
IT Today is a start-up company that is interested in providing
technological assistance to the average consumer that is
interested in all the newest technological gadgets (smartphone,
tablet, laptops, printers) but does not necessarily have the time
or background to maintain their operation. IT Today would like
to provide 24/7 technological assistance as well as assistance in
networking. The company goal is to put together this business
with the end result of a profitable business model
Part 1
Marketing Plan: Situation Analysis
Segmentation & Target Market Analysis
Competitive Analysis
SWOT Analysis
This section will begin with an application of segmentation of
the market of your fictional company. Think about behavioral,
psychographic, demographic, and geographic criteria that might
help you in segmenting the market. Once you have completed
the segmentation, identify the target market that your company
will focus on including your rationale. It’s important for the
marketing manager to understand the competitive environment
within the industry in which they operate. Compile a detailed
competitive analysis looking at the top three or four competitors
and differentiating each against your company. Finally,
assemble and thoroughly explain a SWOT Analysis with a
minimum of three elements under each area.

2. Your APA formatted assignment should be a minimum of three
(3) pages in length (not including the title and references
pages). Be sure to use the subheadings as given above. Because
this assignment is a comprehensive plan, additional research
and support should be included.
You are required to use a minimum of three peer-reviewed,
academic sources that are no more.
Part 2
Marketing Plan: Marketing Strategy
Product Strategies
Place Strategies
Pricing Strategies
Promotional Strategies
This section of the Marketing Plan will assess the marketing
strategies or the controllable to include the entire marketing mix
(4 P’s). Think about the most effective strategies to use with an
eye on the target market. Include your rationale and research to
support your position. Additionally, you will include a
discussion of whether the fictional company has a competitive
advantage (or is better than its competitors) with respect to each
area. Note: You will discuss competitive advantage four times
and should be discussing each area separately.
Product Strategies
Explain the product characteristics including the product and/or
service qualities, warranties, service contracts, packaging, and
branding opportunities. Include rationale.
Discuss whether the company has a competitive advantage with
respect to product.
Place Strategies
Explain the entire channel of distribution from the manufacturer
to the consumer. Think about how the channel aligns with the
overall logistics and the location of the physical facility.

3. Include rationale. Discuss whether the company has a
competitive advantage with respect to place.
Pricing Strategies
Explain the pricing strategies and tactics to be used by your
company. Research the various combinations of strategies that
could be used by the company at different times. Include
rationale. Discuss whether the company has a competitive
advantage with respect to pricing.
Promotional Strategies
Explain the promotional mix to be used, thinking about personal
selling, advertising, sales promotion, internet marketing, and
publicity. Think about promotional mediums as well. Include
rationale. Discuss whether the company has a competitive
advantage with respect to promotion.
Your APA formatted assignment should be a minimum of four
(4) pages in length (not including the title and references
pages), allowing for you to adequately discuss all four areas of
the marketing mix. Be sure to use the subheadings as given
above. Because this assignment is a comprehensive plan,
additional research and support should be included.
You are required to use a minimum of three peer reviewed,
academic sources that are no more than five years old than five
years old.
Part 3
Marketing Plan: Marketing Metrics
Marketing Metrics Overview
Application to Fictional Company
This section of the marketing plan will review the concept of
marketing metrics with the application of five metrics to the
company marketing plan. Using the Marketing Metrics chart-
Table 22.9 located on page 642 of the textbook, select one

4. metric in each of the five marketing metric categories (5 total).
For each metric identified, provide a description of the metric,
demonstration of how it will be calculated and finally, how it
will be used in your company. Include specific, measurable
goals within your metric. Include research beyond the textbook
to fulfill these requirements.
22.9- Sales Metrics
• Sales growth
• Market share
• Sales from new products
Your APA formatted assignment should be a minimum of three
(3) pages in length (not including the title and references
pages). Be sure to use the subheadings as given above. Because
this assignment is a comprehensive plan, additional research
and support should be included. You are required to use a
minimum of three peer-reviewed, academic sources that are no
more than five years old.