Unit IV Scholarly Activity Marketing Plan: Situation Analysis
Segmentation & Target Market 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. 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. Information about accessing the Blackboard Grading Rubric for this assignment is provided below.
Kotler, P., & Keller, K. L. (2012). Marketing management [VitalSource Bookshelf version] (14th ed.). Retrieved from https://online.vitalsource.com/#/books/9781323291016
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