Running head PART C MARKETING PLAN YOUR COMPANY NAME 111.docx

Running head: PART C: MARKETING PLAN YOUR
COMPANY NAME 1
11
PART C: MARKETING PLAN 2
Part C: ABC Marketing Plan (Change to your name of business
here)
Your Name
MKT500 Marketing Management
Strayer University
Dr. Lisa Amans
Date submitted
Introduction (note this is not bold)
Describe or list the feedback you received on Part B of your
marketing plan. Do not just list the feedback. Explain how you
will use the feedback to improve your plan.
Next, re-introduce your company you shared in Part A/B.
Lastly, review what you will share; pricing and distribution
strategy; integrated marketing communications; plan, public
relations, sales promotion, and personal selling plan;
competitive analysis; online and direct marketing plan; and
social responsibility/cause related marketing plan.Pricing and
Distribution Strategy
Write an introduction here. Minimum of three sentences.
Develop the company’s pricing and distribution strategy.
Suggestion, use elements from Discussion Week 7 to help you
with this section.

Pricing Strategy
Text starts here (pricing strategy should be in comparison to
your competition – example, do you plan to do a penetration or
skim strategy? Relate this to your readings and learnings from
textbook, page 180-183).
Distribution Strategy
Text starts here (discuss how customers will buy, are you multi-
channel? Omnichannel? What is your logistics and supply chain
management strategy (i.e., who are your vendors and how will
you interact with them, will you use wholesalers, will you have
dealers/retailers)? Do not confuse the way you market to a
customer as a distribution channel. Distribution is how a
customer will buy, i.e., the path to purchase; it is not
advertising. Distribution strategy is your route to market. Are
you online, brick-and-mortar, reselling to retailers, using
wholesalers, what is your supply chain management,
vendors?Integrated Marketing Communications
Develop the integrated marketing communications plan most
relevant for your product / service and audience. This section
has many points, be thorough.
Message Strategy
Develop your message strategy. How do you plan to be
consistent with your traditional and social media choices?
Media Strategy
Develop your media strategy. What are your media choices and
how will you use them. What is your rationale for your choices
and why are they relevant to your target market. Public
Relations, Sales Promotion, and Personal Selling Plan
Develop your public relations, sales promotion, and personal
selling plan most relevant for your product / service and

audience. Introduction of this section here; minimum three
sentences.
Public Relations Plan
Text here. Think about how you can use press releases on new
product introductions or news to share with the public.
Sales Promotion Plan
Text here. Most familiar uses of sales promotions are
couponing, rebates, loyalty programs, tier pricing, etc.
Personal Selling Plan
Text here. Will you have outside sales representatives, inside
sales representatives, telemarketing, customer service, live
chats? Include any direct communication plans you will
have.Online and Direct Marketing Plan
Develop your online and direct marketing plan most relevant for
your product / service and audience. How will these media tools
be used to influence your target audience? This is a good
section to use references to speak to the validity and choice of
your social media choices (i.e., use an academic resource that
shares their research on demographics and metrics of the use of
Facebook. For example, Facebook has xxx number of followers
that are between the age xx and xx with income level of xx –xx,
and like to share xxxx --- then cite/reference the source).Social
Responsibility Plan
Develop your social responsibility / cause related marketing
plan most relevant for your product / service and audience. See
pages 283-284. What is your contribution to the community?
Conclusion
Summarize the plan to this point (minimum of three sentences)
and you should not include any new thoughts (just summary).
References (note this is centered and not bold and on a separate
page)
Use at least three (3) academic resources as quantitative
marketing research to determine the feasibility of your product /

service. In order to receive most points, submit four.
These resources should be industry specific and relate to your
chosen product / service. Note: Newspapers, magazines, and
other Websites do not qualify as academic resources and
although you should reference if you use, they do not count
towards your minimum. Quality references are peer-reviewed,
scholarly journal published in the last 5 years. A good way to
incorporate is by using Journal of Marketing for your theories
and consumer behavior observations.
Listing your references without applying them in your text
(citations) is not acceptable!!! See proper formatting in APA
hints on page 6 of this document.
Tips and APA Formatting (delete this from your paper)
Below are tips and notes to guide you writing an APA paper.
Use this information as a reference and ask if you have any
questions.
Tips and Notes:
1. NEVER plagiarize: Plagiarism: act of using someone else’s
ideas, words, figures, unique approach, or specific reasoning
without giving appropriate credit.
2. Always include an introduction for your Heading 1 topic
(example: Environmental Analysis) to explain to the readers
what they learn in the section you are introducing.
3. Paragraphs should be complete, such as a minimum of three
sentences:
a. “Put only one main idea per paragraph.
b. Aim for three to five or more sentences per paragraph.
c. Include on each page about two handwritten or three typed
paragraphs.
d. Make your paragraphs proportional to your paper. Since
paragraphs do less work in short papers, have short paragraphs
for short papers and longer paragraphs for longer papers.
e. If you have a few very short paragraphs, think about whether
they are really parts of a larger paragraph—and can be
combined—or whether you can add details to support each point

and thus make each into a more fully developed paragraph.”
(https://owl.english.purdue.edu/owl/resource/606/02/ )
f. http://blog.apastyle.org/apastyle/2011/12/the-long-and-the-
short-of-it.html
g. http://arc.aje.com/editing-tip-sentence-length/
4. Don not use (or minimize):
a. they (minimize, pronouns, use actual names/titles for clarity)
b. these
c. there are
d. thing
e. it
f. this
g. I
h. we
i. you
j. one or ones
k. some
l. a lot
m. a ton
n. really
o. very
5. Use of contractions – spell out
6. Use of conjunctions:
https://owl.english.purdue.edu/owl/resource/598/1/ An
independent marker word is a connecting word used at the
beginning of an independent clause. These words can always
begin a sentence that can stand alone. When the second
independent clause in a sentence has an independent marker
word, a semicolon is needed before the independent marker
word.
Ex. Jim studied in the Sweet Shop for his chemistry quiz;
however, it was hard to concentrate because of the noise.
a. Some common independent markers are: also, consequently,
furthermore, however, moreover, nevertheless, and therefore.
7. Findings: are past tense
8. Use of italics:

https://owl.english.purdue.edu/engagement/2/1/45/ : only
Italicize the titles of magazines, books, newspapers, academic
journals, films, television shows, long poems, plays, operas,
musical albums, works of art, websites.
APA Guidelines:
1. American Psychological Association (2010). Publication
manual of the American Psychological Association (6th ed.).
Washington, DC: Author.
2. APA Website: www.apastyle.org
3. Updated APA guideline notes on ELCSE website under
Student Resources
(http://www.aug.edu/elcse/ELCSE_APA_Guidelines.pdf)
4. Sample paper – guideline to Headers:
https://owl.english.purdue.edu/owl/resource/560/01/
5. Numbers:
6. Formatting Tables and Figures
7. How to cite:
· Paraphrasing within text:
· In a 1989 article, Gould explores some of Darwin’s most
effective metaphors.
· Author cited in text:
· Gould (1989) attributed Darwin’s success to his gift for
making the appropriate metaphor.
· Author not cited in text:
· As metaphors for the workings of nature, Darwin used the
tangled bank, the tree of life, and the face of nature (Gould,
1989).
· Multiple works within the same parenthesis:
· Several studies (Balda, 1980; Kammil, 1988; Pepperberg &
Funk, 1990) confirm the use of metaphors increases learning.

· First citation in text:
· Wasserstein, Zappula, Rosen, German, and Rock (1994) found.
. .
· The use of metaphors was found to be helpful (Wasserstein,
Zappula, Rosen, German, & Rock, 1994)
· Subsequent citations (3 or more authors):
· Wasserstein and colleagues (1994) found
· Wasserstein et al. (1994) found
· The use of metaphors was found to be helpful (Wasserstein et
al., 1994)
· Authors With the Same Last Name: To prevent confusion, use
first initials with the last names.
· (E. Johnson, 2001; L. Johnson, 1998)
8. Direct quote from author: (use sparingly):
a. Gould (1989) explains that Darwin used the metaphor of the
tree of life “to express the other form of interconnectedness-
genealogical rather than ecological-and to illustrate both
success and failure in the history of life” (p.14).
9. Direct quote without name of author:
a. Darwin used the metaphor of the tree of life “to express the
other form of interconnectedness-genealogical rather than
ecological” (Gould, 1989, p.14).
10. References:
· References are listed on separate page, header is centered, do
not bold
· Notice no first names used, only initials and in alphabetical
order.
· Only citations that appear in the text should appear on the
reference page
· Everything cited in the text should appear on the reference
page.
· References are double-spaced, flush left with subsequent lines
indented 5 spaces
· Examples:
· Online Periodicals General format:
Author, A. A. (date). Title of article. Title of Journal,

volume(number), page numbers. doi: xx.xxxxxxx
· Example:
Herbst-Damm, K. L., & Kulik, J. A. (2005). Volunteer support,
marital status, and the survival times of terminally ill patients.
Health Psychology, 24, 225-229. doi: 10.1037/0278-
6133.24.2.225
· Book General format:
Author, A. A., Author, B. B., & Author, C. C. (year of
publication). Title of work: Capital letter also for subtitle
(number ed.). Location City, State Abbreviation: Publisher.
· Example:
Anderson, A. B., Smith, S. D., & Jones, J. C. (1978). A distant
mirror: The calamitous fourteenth century (3rd ed.). New York,
NY: Knopf.
· DOIs are unique strings of numbers used to identify online
articles’ content and provide a persistent link to their location
on the Internet.
· When DOIs are present, no longer have to include URL.
· When DOIs are not present, include URL
· https://owl.english.purdue.edu/owl/resource/560/01/
· Finding DOIs: http://www.crossref.org
· Example without a DOI:
Sillick, T. J., & Schutte, N. S. (2006). Emotional intelligence
and self-esteem mediate between perceived early parental love
and adult happiness. Applied Psychology, 2(2), 38-48.
Retrieved from http://ojs.lib.swin.edu.au/index.php/ejap
In-text Citations
One Author:

First In-Text Citation
Johnson (2019)
Subsequent In-Text Citations
Johnson (2019)
First Parenthetical Citation
(Johnson, 2019)
Subsequent Parenthetical Citations
(Johnson, 2019)
Two Authors:
Smith and Jones (2019)
Smith and Jones (2019)
(Smith & Jones, 2019)
(Smith & Jones, 2019)
Three to Five Authors:

Carlson, Rodriguez, and Inez (2019)
Carlson et al. (2019)
(Carlson, Rodriguez, & Inez, 2019)
(Carlson et al., 2019)
Six + Authors:
Walsh et al. (2019)
Walsh et al. (2019)
(Walsh et al., 2019)
(Walsh et al., 2019)
Group Authors with Identifiable Abbreviations:
The College of St. Scholastica (CSS, 2019)

CSS (2019)
(The College of St. Scholastica [CSS], 2019)
(CSS, 2019)
Group Authors without Identifiable Abbreviations:
University of Wisconsin (2019)
University of Wisconsin (2019)
(University of Wisconsin, 2019)
(University of Wisconsin, 2019)
Source: https://libguides.css.edu/c.php?g=41681&p=265025
Running head:
PART
C
: MARKETING PLAN YOUR COMPANY NAME

1
Part
C
:
ABC Marketing Plan (Change to your name of business here)
Your Name
Strayer University
Dr.
Lisa
Amans
Date submitted
Running head: PART C: MARKETING PLAN YOUR
COMPANY NAME 1

Part C: ABC Marketing Plan (Change to your name of business
here)
Your Name
Strayer University
Dr. Lisa Amans
Date submitted
Running Head: PORTFOLIO PROJECT
1
PORTFOLIO PROJECT
2
Portfolio Project
Woodrow Rowell
5/5/19
The contextual factors which impact the union environment
include effective communication between the organization and
the union. With effective communication, then it will be easy
for the union to understand how the operations within the

organization are being operated and hence it will help the
organization to stay free from the union. Staying free from the
union entails having to communicate all what the organization
is doing and how it will execute the plans (MBA, 2015).
The strategy which will be used in the organization to
discourage employees from joining the unions is by motivating
them at the workplace. This will be achieved by increasing their
wages and also by having other incentives which will make
them feel comfortable at the workplace. This will make the
employees feel that joining the union is not important and thus
will not join them. Also, the employees are assisted when
handling the tasks assigned to them and they are facing
difficulties in handling them. This will make them feel that the
management of the organization cares about them.
To lessen the number of grievances in the organization, then the
management should have an open communication system with
the employees hence getting to know the problem which the
employees are facing in the organization. These problems
therefore will be solved on me thus preventing grievances
within the organization (Elgoibar, Euwema, & Munduate, 2016).
Regarding the changing labor force, the organization will be
taking the employees to attend training regularly so that they
can update their skills hence ensuring that the changes in the
labor force and the skills needed in the organization will be
available. This move will ensure that the organization is in a
position to retain the employees who understand the
organization and thus performing excellently to ensure that the
objectives are achieved will be easy.
References
Elgoibar, P., Euwema, M., & Munduate, L. (2016). Building
Trust and Constructive Conflict Management in Organizations.
Springer.
Ferrell, O. C., Fraedrich, J., & Ferrell. (2016). Business Ethics:
Ethical Decision Making & Cases. Cengage Learning.
MBA, A. A. (2015). Lean in Unionized Environment. AA
Global Sourcing.

Mommsen, W. J., & Husung, H. (2017). The Development of
Trade Unionism in Great Britain and Germany, 1880-1914.
Taylor & Francis.
Toossi, M. (2010). Labor Force Projections To 2016: More
Workers in Their Golden Years. Collingdale, PA: DIANE
Publishing.
Running head: PART B: MARKETING PLAN FOR ELEGANT
WEARS 1
PART B: MARKETING PLAN FOR ELEGANT WEARS 8
Part B: Elegant Wears Marketing Plan
Strayer University
Introduction
Elegant Wears will venture into the production of apparels
based on the taste of modern fashion. The business purpose is to
manufacture and sale of outfits that address the needs of the
middle-income earners using synthetic fibers for manufacturing
finished products. Materials will be human-made based on the
highest quality raw materials available in the market. Apparels
will include casual wears, formal dresses, sports, and kids’
wears. Finished products would be sold at competitive and
affordable prices.
Hence, the feedback received previously would aid in improving
the company’s marketability which is the objective of the

marketing plan considering competition and other market
aspects. Based on the review from assignment A in the second
week of class, the marketing department received and collected
feedback from diverse types of participants in this venture.
Some of those inputs have particularly inspired and suggested a
new marketing approach. For instance; the necessary change for
the visual requiring a gender-neutral color for the logo, the
necessity to communicate directly with customers over social
media platform, the needs for dress advisors to advise and guide
undecided and new customers, and the massive interest of
customer of big sizes to be taken into account in a fashion
show.
Those pieces of information inspired a new approach and
avenue to enhance the showcasing plan. They allow a better
understanding of the market, clients expectations and the
branding strategy. For example, the inspiration to facilitate
communication directly to consumers using the social media
platform will ensure that customers find an efficient way to ask
anything pertaining to the products and services marketed and
the involved parties will get a chance to address those concerns
efficiently. Also, addressing new customers in every market
improves the marketability of the products involved since
building the association between business and those clients will
likely improve how products and services involved shall be
known to other potential customers. Branding Strategy
Elegant Wears will model its brand around quality products that
meet the highest standards of comfort and style for modern
professional and casual wears. The attempt of customer
satisfaction is based on the deep understanding that our dresses
speak most about our character, our values and belief system.
The tagline for the company will be “Dresses that Express.” Our
mission will be to establish market leadership in hand-made
garments through the production of affordable, high-quality
apparels for any life’s circumstances.
Brand Name

Elegant Wears
Logo
The logo of the company is a purple hexagon in different colors
tones. The decision on the color is based on the need for a
gender-neutral color, and the different tones symbolize the
diverse circumstances in lives in which the brand can assist
customers with their outfits
Slogan
The tagline for the company will be “Dresses that Express.” Our
mission will be to establish market leadership in hand-made
garments through the production of high-quality apparels.
Factors influencing primary and secondary target markets
Elegant Wears will operate in an industry that is impacted by
various factors. These factors are not only out of control of the
organization but also affect its viability. However, the company
will need to prepare for their potential impact on profitability.
Political Factors
The garment industry faces an unstable political environment.
The industry is affected by laws and regulations that the new
company will be expected to abide by including specific
government regulation (Islam & Pattak, 2017). Policies on
export and imports, taxation regime, and laws on recycling of
waste significantly affect the effectiveness of operating in the
garment industry.
Economic Factors
The economy affects the garment industry through policies that
govern the interest rate. If the interest rates remain low, Elegant
Wears will afford to borrow funds to run the business and repay
it without affecting its viability (Mullins et al., 2012).
Furthermore, the rate of inflation will affect the pricing strategy

that the company adopts. This factor affects both the buyer and
the producer.
Social Factors
Social factors that affect the garment industry include the social
behavior and attitude of potential buyers toward products.
Certain cultural beliefs may affect the kind of garments that a
given segment of the population prefers buying (Islam & Pattak,
2017). For example, Muslim women wear long dresses only.
Technological Factors
Changing technologies affect how garments are produced in
terms of quality and quantity. The type of technology adopted
by an organization will undoubtedly affect the cost of
production effectively impacting the competitiveness of Elegant
Wears’ competitive advantage. It also affects the processes used
in the production of finished goods (Brewster, 2015).
Legal Factors
The government enacts laws from time to time that regulates the
industry. Laws on copyright and trademarks affect the kind of
patents that a company registers. Other legal issues that will
affect Elegant Wears include laws on competition and consumer
protection.
Environmental Factors
Adopting environmentally friendly policies is an issue that
affects the garment industry. Other issues include the
exploitation of natural resources for purposes of producing
garments and global warming (Islam & Pattak, 2017).
Positioning Statement and Perceptual Map
The perceptual map:
The figure below is a sketch of how Elegant Wears strategize its
marketability particularly those involved in analyzing value,
competition, and opportunities. High cost and high quality are
considered to match based on the usual market behavior while
low cost is considered to go hand in hand with the low quality.
However, the company seeks to improve its quality, yet with
low cost as represented by green color in the sketch provided.
Hence, the organization’s marketability is considered to be on

top notch compared to those of its competitors.
Figure 1: A sketch representing Elegant Wear’s perceptual map
:
The positioning statement: “Elegant wear is the only quality
oriented designer and producer of all kinds of wears that suits
you. We offer wears ranging from casual ones to the formal
ones since we value all your contexts and we always seek to
make you not only comfortable in any settings, but also happy.
Also, Elegant wears consider your environmental sustainability
and we always seek to remain eco-friendly in all our
operations.”The target market and the consumer behavior
Elegant wears targets clients across the social-contexts. The key
value that this wear has is a gender-neutral color, and the
different tones which symbolize the diverse circumstances in
social settings of the people. Elegant wears targets customers
ranging from 10 years and above and there is no limit
concerning the specific age limit. Hence, marketing of the
company’s products targets every customer regardless of their
age as long as legal and social perspectives are considered.
The lifestyle values and segmentations varies depending on
various factors such the geographical context, cultural, and
religious provisions among others. Elegant wears are considered
classy and suitable for customers with an average wage living
and above. However, a gender-neutral color that those products
targets every customer irrespective of their earnings since the
company offers products ranging from different prices. Also,
the gender the products does not have gender specific colors
since it targets both genders without any discrimination,
educational levels, or stages in the household life levels.
Furthermore, marketing of the company’s products is done in all
places including rural and urban areas. Hence, all significant
values including the cultural, social, and legal ones are
considered while designing and adding any attachments on
Elegant Wear’s products. Conclusion
The study justifies Elegant Wear’s effort to remain competitive
and sustainable against its competitors. Some opportunities that

this company has include having the market of human-made
garments sector is not fully exploited with opportunity for
growth and consumers wishing for new designs will create new
market opportunities (Mullins et al., 2012). However, despite its
endeavors, the company is threated by aspects like low pricing
for inferior competitor product and better distribution channels
for competitors (Islam & Pattak, 2017). Hence, there is a need
for the company to utilize the possible strengths to increase the
room for opportunities and lessen those of its threats. One
strength that Elegant Wear has is having unique products in its
design and material which will be used as a competitive
advantage. Despite numerous marketing challenges, the
company proves to be competitive and serves its customers and
the potential one satisfactorily implying that its sustainability is
unquestionable.
References
Brewster, K. M. (2015). A quantitative analysis of the effect of
textile mill water quality labels on consumer purchace intention
for apparel (Doctoral dissertation, University of Missouri--
Columbia).
Islam, M., & Pattak, D. C. (2017). Impact of Macro
Environmental Factors on Garments Industry That Drives
Export in Bangladesh. Studies in Business and Economics,
12(2), 100-111.
Journal of Advertising Research, 52(4), 459-464.
Keller, E., & Fay, B. (2012). Word-of-mouth advocacy: A new
key to advertising effectiveness.
Mullins, J., Walker, O.C. and Boyd Jr, H.W., 2012. Marketing
management: A strategic decision-making approach. McGraw-
Hill Higher Education.
Vrontis, D. and Pavlou, P. (2008). The external environment
and its effect on strategic marketing planning: a case study for
McDonald’s. J. for International Business and Entrepreneurship

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