Write an eighteen to twenty (18-20) page paper in which you: 1. Revise your executive summary from Assignment 1, based on the outcomes and implementation of your marketing plan. 2. Develop your companys mission statement and company introduction. 3. Develop the companys branding, pricing, and distribution plan. 4. Provide the following marketing strategy information: a. Classify the companys major competitors as inter- or intra-competitors. Categorize the competitors major strengths and weaknesses. b. Develop the differentiation strategy in relation to the closest competitor. c. Establish whether the companys intention is to be a leader or follower within the industry. d. 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 companys marketing strategy. e. Predict the most significant trend to impact the business. Formulate 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. 6. Develop a five (5) year expansion plan that includes future profitability and market share growth. Include 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. 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. 9. Assess the potential for your companys 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 companys advertising strategy. 11. 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.
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