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Running head: MARKETING PLAN
1
MARKETING PLAN
6
Marketing Plan
William Quarterman
Strayer University
April 27th, 2019
Marketing Plan
A steel processing and manufacturing industry are to be set-up
in Mississippi. There have been geological explorations that
have been taking place in the area which have proved to be
large ore deposits that will be mined and processed by the
company. Urbanization has also taken its course in a more
complex dimension which calls for steel in the building and
construction industry (Berman, 2015). Through this, the
company will not only be dealing with the processing and
manufacturing of steel but also making steel products (Stacey,
2016). There is a developed and well-calculated supply chain

that will ensure that the company runs in a smooth way. Free
shipping of products to the clients will be done provided that
the customers live in the western part of the United States.
Making profits are the main concern for many companies.
However, this company is not just concerned with the profits
but it believes in providing quality products and services to the
customers (Stark, 2015). There is ongoing research being
undertaken by the company to identify the factors that
customers are looking for. The company has decided to do the
research because the market is dynamic and the designs of steel
products should conform to the recent structural designs. This
will draw the attention of the customers as they need the
products that are easier to use and relate to their activities
(Hayes, 2018). The company has adopted an online marketing
system because most of the people, who are the potential
customers, are found on the internet most of the time. It is also
the easiest way to advertise the products rather than using
stream media.
The company is dedicated to processing, manufacturing, and
production of steel materials.
There are different goals that the company has come up with
which includes both short term and long term. The importance
of these goals is to guide the company in the processes that it
undertakes. They are also important in ensuring the smooth
operations of the company without losing truck (Stark, 2015).
The main goals are divided into two which are as follows:
Short term goals
· The company plans to acquire land within the vicinity of
Mississippi mining districts.
· The company is focused to identify its potential customers.
Long term goals
· The company is dedicated to the production of quality
products that are appealing to the market.
· The company focuses on utilizing the abundant raw material
available within the vicinity.
· The company wants to use the internet as its marketing

strategy so that it can capture its customers far and wide.
The company is going to put into consideration the
recommendations provided by the research that is being
conducted to ensure that these plans are achieved. This is
because the market is dynamic and forecasting can be a problem
without facts (Berman, 2015). From the analyzed report, the
company will be in a position to identify its customers and also
provide services in a more precise way (Burke, 2017). Having
gotten the customers, the company will increase its production
which will, in turn, put it to the map by engaging the customers
and getting their feedback.
The company has decided to come up with a conducive
environment to run its business. The supply of raw materials to
the company will not be a problem because the raw materials
are readily available within the neighborhood. This reduces the
cost of transportation which makes the company's goods to be a
bit cheaper than the rest of the companies available (Hayes,
2018). For the company to remain relevant and competitive, it
has decided to get feedback from the customers and also from
the employees. The essence of the feedbacks to keep track of
the changing market. The company has decided to remain
politically neutral and also legal measures have been taken. In
terms of technology, the company has decided to adopt the
latest technology (Stark, 2015). Socio-cultural factors have been
considered by the company. The company has decided to
employ its workers from the same locality that the company is
located so that it creates a good rapport with the community.
The high-quality production of steel and steel products to the
market together with the best service provision serves as the
strengths of the company. The recent technology that the
company has decided to use also serves as the company
strength. These strengths have been used by the company to
make the most competitive company. There are various
weaknesses that the company is going to experience (Berman,
2015). The decision of the company to ship its products to the
western part of the company without considering the other parts

of the country is the worst thing that it has done. This is
because it is going to lose customers from other parts. The other
weakness that the company has is bringing in managers from
elsewhere who do not understand the local community (Hayes,
2018). The last weakness of the company is putting its
processing and manufacturing factories together. There are
various opportunities that the company which includes
attracting customers, empowering the community hence creating
a good rapport and finally, getting raw materials at low cost.
There are threats that the company is going to experience which
involves the production of high-quality products without getting
the available market. The company is also at risk of getting
competition from other companies producing similar products.
the other risk that the company is at a blink is marketing its
products because it has not considered selling of the products at
lower prices than most of its competitors.
The operations of the company are viable considering the fact
that steel products are needed a day in day out (Berman, 2015).
Given that the construction and building continue, the need for
steel will continue to boom (Stark, 2015; Hayes, 2018). The
company brings in the new idea of ensuring that the products
conform with the market and therefore capturing the attention of
the customers (Stacey, 2016).
References
Berman, B. (2015). How to compete effectively against low-cost
competitors. Business Horizons, 58(1), 87-97.
Burke, W. W. (2017). Organization change: Theory and
practice. Sage Publications.
Hayes, J. (2018). The theory and practice of change
management. Palgrave.
Stacey, R. D. (2016). The science of complexity: An alternative
perspective for strategic change processes. Strategic
management journal, 16(6), 477-495.
Stark, J. (2015). Product lifecycle management. Product
lifecycle management (Volume 1) (pp. 1-29). Springer, Cham.

Please review the feedback below. It important you make
changes now in order to have everything needed for your final
project. Please review my feedback. Introduction: Please
explain more of your hypothetical company. The
product/service description is not clear and the plan for a
physical location presence is not clear. More details were
needed to score in the exemplary category. You also need to
introduce the contents of your marketing plan.Mission
Statement: See textbook, page 21 "To define its mission, a
company should address Peter Drucker’s classic questions:
What is our business? Who is the customer? What is of value to
the customer? What will our business be? What should our
business be?" Only three of these questions were addressed in
your mission statement.Goals: You did not provide detailed
goals and measurements. Goals of revenue, profit, market share,
brand awareness or customer acquisition are appropriate. Many
of the goals that you provided are really strategies to achieve
the goals themselves. Please review SMART goals: S. –
Specific; M. – Measurable; A. – Assignable; R. – Realistic; T. –
Time based. Where are your measurements?Environmental
Analysis: You only addressed four of the six areas of the
environmental analysis. Please see textbook pages 45-51.
Competition: Who specifically is the competition and why do
you consider them as such?
Political and Legal: Here government regulations and legal
factors are assessed in terms of their ability to affect the
business environment and trade markets. The main issues
addressed in this section include political stability, tax
guidelines, trade regulations, safety regulations, and
employment laws.

Economic: Through this factor, businesses examine the
economic issues that are bound to have an impact on the
company. This would include factors like inflation, interest
rates, economic growth, the unemployment rate and policies,
and the business cycle followed in the country.
Technological – How technology can either positively or
negatively impact the introduction of a product or service into a
marketplace is assessed here. These factors include
technological advancements, lifecycle of technologies, the role
of the Internet, and the spending on technology research by the
government.
Social – With the social factor, a business can analyze the
socio-economic environment of its market via elements like
customer demographics, cultural limitations, lifestyle attitude,
and education. With these, a business can understand how
consumer needs are shaped and what brings them to the market
for a purchase.SWOT Analysis: This section should include
both a written SWOT analysis containing at least three of each
elements with rational and a SWOT table summarizing each.
You did not provide three elements for each point within the
SWOT analysis. You also did not provide the needs analysis to
show your understanding. See textbook page 21.References and
Citations: You paper meets the required number of references,
but some references are poor quality choices. You did not use
enough academic, peer reviewed references. 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, you must submit four or more. 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. Every statement
you make that you got from somewhere needs to be paraphrased
(not copied and pasted) and cited along with reference provided
in reference section.Click here for more info on references and
citations formatting.Mechanics: Do not use first or second
person; eliminate the use of I, we, our, you, yours, etc. Please
use the templates EXACTLY as provided in assignments and
announcements. The templates are APA formatted, has all the
elements needed that matches the rubric, and has tips so you
gain the most points. As a final note, there were multiple
grammatical issues with this paper. Please make sure to
proofread your paper before submitting it. One of the best ways
to do this is to read it aloud. Hearing what you've written is a
great way to catch grammatical issues. Use of Quotes: quoting
should be done only sparingly; be sure that you have a good
reason to include a direct quotation when you decide to do so.
To exhibit scholarly writing and share your own thoughts, you
should paraphrase. Use of quotes as one of my professors told
me once is “lazy” writing. Here is a link for more details. and
here is a link for examples on how to paraphrase. APA Writing
basics:
Running head: PART B: MARKETING PLAN YOUR
COMPANY NAME 1
11
PART B: MARKETING PLAN 7

Part B: 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 A 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.
Lastly, review what you will share; branding strategy, primary
and secondary target markets, positioning statement, and
consumer behavior.Branding Strategy
Write an introduction here (minimum of three sentences).
Develop a branding strategy for your product that covers the
brand name, logo, slogan, and at least one (1) brand extension.
For each of these sections below, provide rationale. Each
section should be a minimum of three sentences.
Brand Name
Text starts here, provide rationale (minimum of three
sentences).
Logo
Text starts here (do not start with an image of your logo,
describe first); provide rationale (minimum of three sentences).
Relay what the logo means, example Nike’s swoosh logo. If you
use an image of a logo, make sure you use APA formatting
(labeled Figure 1 include description per APA). Example below:
Figure 1. Your company name logo and short descrption.
Slogan

Text starts here, (do not start with your slogan, describe first);
provide rationale (minimum of three sentences).
Brand Extension
Text starts here, provide rationale (minimum of three
sentences).Primary and Secondary Target Markets
Determine the primary and secondary target markets for your
company. Thoroughly include the demographic profile (e.g.,
age, gender, ethnicity, etc.), psychographic profile, professional
profile, geographic profile, and any other segmentation variable
you deem necessary. Considerations for your target markets
should be age, lifestyle values, attitudes, wants and needs,
gender, number of kids, education income, stage in the
household lifecycle, geographic location (urban vs. rural, etc.),
or risk orientation, etc. This section is worth 48 points, make
sure your target market is not too broad, be focused and concise
using a multiple of characteristics. Target market and
segmentation choices are perfect topics for scholarly references
to substantiate your position (search in library for peer-
reviewed, journals, see image below). Also, see textbook for a
variety of segments to consider, pages 93-104.
Positioning Statement
Start with an introduction sentence or two. Then state what is
your unique selling proposition (USP), who do you consider to
be your competitors, and how does their positioning statement
(as they are seen in the marketplace, what’s their USP differ
than yours. Include a perceptual map that shows your
company’s position against its competitors. You may use
Microsoft Word, PowerPoint, or other equivalent software to
create your perceptual map (suggestion: use Snip-it or Jing to
take an image to drop in Word to keep the formatting you
created). See textbook pages 107-113. Follow APA Figure
formatting (your map should be labeled Figure 1 or 2,
depending on if you used a figure for a logo, include description
per APA). Figure 1 example is below:

Figure 1. Perceptual map representing Your Company Name in
relation to competitors XYZ company, ABC company, and AAA
company.
From this map, create a statement that depicts your position.
Prepare a positioning statement (i.e., “For customers who want
[segment], our brand is the best at [unique selling proposition—
competitors and competitive advantage].”). See textbook pages
107-113.
Under Armour example:
Under Armour’s mission statement is: “Under Armour’s
mission is to make all athletes better through passion, design
and the relentless pursuit of innovation.” A converted position
statement might be: “For athletes who want to be the best,
Under Armour is the best at making all athletes better through
passion, design, and the pursuit of innovation.”
Note: See page 110 in the textbook for example of another
perceptual map. Consumer Behavior of Target Market
Examine the relevant consumer behavior for your target market
(use segmentation and targeting rationale from your textbook).
Explain the main reasons why the brand name, logo, slogan,
brand extension, as well as the positioning statement are right
for the identified target market. Objective is to examine the
marketing science of customer behavior and products in the
marketing exchange process and create dynamic strategies for
competing. Remember your target market should consist of
more than one characteristic (e.g., age, lifestyle values,
attitudes, wants and needs, gender, age, number of kids,
education income, stage in the household lifecycle, geographic
location (urban vs. rural, etc.), or risk orientation, etc.). Good
place to use references on consumer behavior from Journal of
Marketing. See above for how to find these in the
library.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 quality
references.
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 8 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

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