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MKT 113 Final Project
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MKT 113 Final Project Part I Guidelines and Rubric

 

Overview

Part I of the final project for this course is the creation of a written product overview.

 

You have been named the marketing director of a large pet supply company. Your company makes pet food, toys, and supplies that are sold in retail locations and via its online store. While the company has a robust website, it is not on any social media websites and prefers traditional media channels to promote its products.

 

Your first job is to help the company launch a new pet food line. This line will be for both cats and dogs, and the company is excited because the product is made of all natural ingredients. The new pet food will be sold for about 10% more than its competitor’s pet food product. You will need to make some key strategic decisions about how to launch and promote this new product line. Assume you will have the budget that you need.

 

The project is divided into two parts: Part I, which has two milestones and a final submission, and Part II, which is a final presentation. These will be submitted at various points throughout the course to scaffold learning and ensure quality final submissions. These milestones will be submitted in Modules Two and Three. Final Project Part I is submitted in Module Five. Final Project Part II is submitted in Module Seven (see the Final Project Part II Document for more details).

 

In Final Project Part I, you will demonstrate your mastery of the following course outcomes:

 

• Utilize foundational marketing terminology for identifying effective marketing strategies

• Describe internal and external market factors that impact marketing decisions and strategies

• Describe the role of the consumer for improving marketing strategies

• Analyze the strengths and weaknesses of a company’s marketing activities to influence future strategies

 

Prompt

Your Final Project Part I: Product Overview will be a written document, 2–4 pages in length, in APA format. A template has been provided to give additional details on the paper structure and content.

 

Specifically the following critical elements must be addressed:

 

I. Initial Overview

a) Market Factors

Describe the internal and external market factors the company should consider.

i. Complete the SWOT matrix and include information on the product strengths, weaknesses, opportunities, and threats. Provide necessary details to support each example.

ii. Explain the SWOT findings and how they can help you market your new product. Consider what the strengths of the products are and how you can leverage those to take advantage of opportunities. b)Target Market Analysis

Describe the target market for the new product.

i. What is your company’s target market? What is the demographic, psychographic, and geographic breakdown of your target market?

ii. What are the wants and needs of this target market? Why would the product either appeal to their wants or satisfy their needs?

 

II. Marketing Strategy

Identify marketing strategies that you would suggest for the company.

a) Identify the most important marketing strategies that you would recommend the company use, and explain why you have chosen them.

b) Outline the 4 P’s (price, place, promotion, and product) for each of the strategies you have identified. How will you use the 4 P’s to inform your strategies?

c) Identify one marketing strategy you would recommend that the company avoid,and explain why.

d) Outline the 4 P’s (price, place, promotion, and product) for the strategy you are not recommending. Are there changes you could make to the 4 P’s that would make the strategy more likely to be successful?

 

Milestones

Milestone OneSWOT Analysis and Discussion

In Module Two, you will submit a SWOT analysis through the discussion board. Your SWOT analysis will outline the strengths, weaknesses, opportunities, and threats facing the pet supply store’s new product. Ensure that you discuss which of the product’s strengths you will be leveraging in your marketing activities. In your response posts to your classmates, discuss how the threats or weaknesses could affect your classmates’ proposed marketing activities. This milestone is graded with the Milestone One Rubric.

 

Milestone TwoTarget Market Analysis

In Module Three, you will submit your written target market analysisin a 1- to 2-page Word document that will describe in detail your selection of the target market of the pet supply store, including the demographic, geographic, and psychographic details, the needs and wants of this target market, and how this new product will satisfy one or more of these needs or will appeal to a want of the target market. This milestone is graded with the Milestone Two Rubric.

 

Final SubmissionProduct Overview

In Module Five, you will submit your detailed written product overview that will include your proposed marketing strategy in addition to the product overview. A template has been provided to guide you. Your paper should be a complete, polished artifact containing allof the critical elements of Final Project Part I. It should reflect the incorporation of feedback gained throughout the course. This submission will be graded with the Final Project Part I Rubric.

 

MKT 113 Final Project Part II Guidelines and Rubric

 

Overview

Part II of the final project for this course is the creation of a product marketing recommendations presentation.

 

Continuing with the scenario from your product overview, it is now time to report your findings and recommendations to the stakeholders of your company. Remember that your job is to help the company launch a new pet food line. This line will be for both cats and dogs, and the company is excited because the product is made of all natural ingredients. You will need to make some key strategic recommendations about how to launch and promote this new product line. Create a presentation to share your recommendations with the stakeholders within your company.

 

In Final Project Part II, you will demonstrate your mastery of the following course outcomes:

 

• Utilize foundational marketing terminology for identifying effective marketing strategies

• Describe internal and external market factors that impact marketing decisions and strategies

• Describe the role of the consumer for improving marketing strategies

 

Guidelines for effective presentations:Your final presentation must be submitted using PowerPoint