Marketing Plan: Part I

Throughout this course, you will compile a comprehensivemarketing plan using one of the product/servicescenarios listed below. (Note: You will use the same scenario throughout thecourse.) This scenario will be the basis of your start-up company and will bethe catalyst for the three parts of the marketing plan that you will compose inUnits II (Part I), IV (Part II), and VII (Part III). The company that youchoose to submit a marketing plan for is a fictional start-up company (not anexisting company).

Scenarios for your start-up company are explained below. (Notethat these descriptions are basic, and you will need to be creative and developthe business idea/model for your selected scenario.)

Scenario #4

Women on the Go is a startup company targeted at women who needassistance with the selection and purchasing of their clothing/accessories.This service is aimed at the more affluent customer who simply does not havethe time and/or knowledge to dress to the business or social setting that theyare expected to fulfill. Initial research will provide insight into the typesof services that this particular target market would be interested in.

This unit’s submission should consist of the items listed below.

1.Includean introduction/overview of the company.

2.Thissection of the marketing plan should introduce the company and business modelalong with a brief description of the products/services.

3.Discussmarket research strategies.

4.Thissection of the marketing plan should discuss the research strategies that willbe used by your company to understand the target market(s), industry,competition, and/or any other aspects of the company that will provide valuableinsight into profitable operations.

5.Describethe macro environment through a political, economic, social, and technological(PEST) analysis.

6.In thissection, you will compile a PEST analysis of your company. You will analyze howthe changes in the macro environment as described in the PEST will impact thecompany and, specifically, the marketing decisions.

Ensure you provide an introduction for this assignment that isengaging and provides a clear background to the purpose of the assignment. Theformat of the submission should be in essay format using subheadings.

Use APA format. Additionally, you need to include a minimum offive sources, three of which must be peer-reviewed, academic sources that areno more than 5 years old. The submission should be a minimum of three pages inlength (not counting the title and reference pages).