Running head: BUSINESS PLAN BREAKDOWN 1 BUSINESS PLAN BREAKDOWN 2 Assignment 2: Business Plan Breakdown 2 -- The Marketing Plan Student’s Name University Affiliation Marketing entails the art of identifying customer needs and providing services that meet their interests. Despite this, customers have varying preferences thereby highlighting that each organization is characterized by specific needs that ought to be addressed (Lynn, 2014). Primarily, their characteristics define their needs, which features they benefit the most. Target market segmentation refers to the art of categorizing consumers in that the business offerings can be tailored to match the receptive customer segments (Lynn, 2014). In this regard, market segmentation seeks to define customers based on the business services features that they value the most. From a high level, the objective of the marketing strategy is to identify the target market and establish a marketing mix that will be appealing to the target consumers (Lynn, 2014). Considerably, the primary objective is not coming up with a specific marketing strategy but rather focusing on the value proposition to the target market. In the wake of the evolving business markets, organizations face an increasing need to understand their leadership requirements. Pointedly, this is highlighted by the fact that leadership is integral to the implementation of suitable changes within an organization (Lynn, 2014). In this regard, the marketing plan for the business initiative is tailored to identify specific leadership and change management practices needs faced by organizations in today’s complex business environment. Implicitly, the marketing plan will highlight on the different service features available to address the needs of different organizations (Mustafa, 2017). As highlighted, target customers have varying preferences thereby heightening the need to integrate different service features relating to their interests. This signifies the importance of identifying the potential customers and their respective needs relating to innovative leadership and management of change practices (Mustafa, 2017). Therefore, the marketing plan incorporates different product features to address unique customer needs. Establishing viable target customers is the core initiative of the marketing plan. Considerably, no two customers can share unique needs as preferences often vary. Significantly, it will be inefficient to develop a marketing plan for a single target customer. With this, the marketing plan will identify the common attributes among the customers (Lynn, 2014). Through this, the business initiative will identify the customers it can serve the best, the target segment. Significantly, the target segment must be classified based on unique characteristics to enhance ease in the provision of the different service features (Lynn, 2014). Therefore, the marketing plan intends to target the market segm ...