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Hello anthonymbugua100, last week you completed the attached MKT 500 AMEX paper. There is a


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Hello anthonymbugua100, last week you completed the attached MKT 500 AMEX paper. There is a part 2 to the assignment that I was wondering if you could complete because it is related to the AMEX paper you did. Below are the instructions

****Original work only please****

In Assignment 2, using the same company from Assignment 1, you will focus on the company?s mission, introduction, and branding.

Note: You may create and /or make all necessary assumptions needed for the completion of this assignment.

Write a four to five (4-5) page paper in which you:

1. Develop a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension.

2. Assemble a marketing strategy for your product, and determine an appropriate time table to implement your plan). Provide a rationale for your response.

3. Prepare a positioning statement. Include a perceptual map that shows your company's position against its competitors. From this map, create a statement that depicts your position. For example, ?Our product is the fastest in its class for half the price.? Note: See pp. 54 - 55 in the textbook for examples of perceptual maps. You may use Microsoft Word, PowerPoint, or other equivalent software to create your perceptual map.

4. Examine the relevant consumer behavior for your target market. Explain the main reasons why the brand name, logo, slogan, brand extension, as well as the positioning statement and marketing strategy are right for the identified target market.

5. Develop your company's mission statement and company introduction.

6. Use at least three (3) academic resources as quantitative marketing research to determine the feasibility of your product / service. These resources should be industry specific and relate to your chosen product / service. Note: Wikipedia and other Websites do not qualify as academic resources.

Your assignment must follow these formatting requirements:

?Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.

?Include a cover page containing the title of the assignment, the student?s name, the professor?s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.

The specific course learning outcomes associated with this assignment are:

?Analyze the marketing framework including the concepts of the 5Cs, STP, and 4Ps.

?Examine the marketing science of customer behavior and products in the marketing exchange process and create dynamic strategies for competing.

?Evaluate the basis for market segmentation and approaches to segmentation.

?Evaluate target customer segments and positioning products within these segments.

?Examine the marketing science of customer behavior and products in the marketing exchange process and create dynamic strategies for competing.

?Develop branding strategies for existing and new products.

?Use technology and information resources to research issues in marketing management.

?Write clearly and concisely about marketing management using proper writing mechanics.

Running head: MARKETING PLAN 1 Week 4 Assignment


Amex Marketing Plan


Regina Crews


November 3rd 2016


MKT 500


Professor: Tracy Ellard


Strayer University MARKETING PLAN 2 Amex Marketing Plan




Amex is a medium soft drink company that specializes in the production of soda, mineral


water and juices and has been in existence for the last three years. It is located in Orlando Florida


and serves most of the residents by producing high quality and valuable products. Having been


in business for quite a while, the company has been able to position itself in a way that it has


been offering products at relatively low prices. We have been producing soft drinks like the soda


fountain drinks, well-packaged fruit juices such as mango flavored juice, orange juice and also


pineapple flavored. The company offers delivery services to its most prolific customers at their




Environmental Analysis


Competitive forces


The fight for market share has been a common trend in all industries. Competition forces


shape all industries by making it a mandatory for companies to focus on quality improvement for


their products. The business bargaining power of buyers in the soft drink production have been


considered to be relatively medium as the companies keep on emerging from time to time


making the consumers have a wide range of products to choose from. The threats of new entrants


in the market have been seamlessly high as there are already established companies in the


industry. However, with proper and inquisitive structures in place, the company will establish


itself well and growth with time as the products will be of high quality. MARKETING PLAN 3 Economic forces


Economic factors may culminate into apparently serious effects for organizations when


the companies cannot control them effectively. Economic impacts cannot entirely be evaded by


companies as they are natural. The exchange rate fluctuations have been the most common


economic factor that has led to poor performance and eventual downfall of various companies.


Labor costs, on the other hand, have been rising, making many businesses fail to break even at


the right time. The company will face the prevailing high-interest rates and tax rates in the


market which may hinder it from gaining maximum profits in the long run.


Political forces


The company has to contend with the regulatory factors of the government that it has to


operate within. The issues of taxation by the government affect many businesses with most of


them opting to close down operations as stated by Theising & Moore, (2003). The government


attitude towards the soft drink industry has been unwelcoming, as most of the drinks by other


companies have been presumed to cause various health conditions such as obesity and cancer.


Moreover, the government has not been able to regulate unfair competition in the industry


effectively, and it would have severe effects on our operations. The government has also been


instrumental in ensuring that the companies have maintained environmental protection. In regard


of this, Amex will invest heavily to ensure that the government regulations have been effectively


complied with.


Legal forces


Legal forces in business vary from one country to another. In the U.S, the businesses are


required to observe health and safety standards for the consumers, to ascertain that the health of MARKETING PLAN 4 the consumers is highly looked into. Investing in the soft drink industry will entail considering


the health and safety standards so as to produce products that are of high quality (Nestle, 2007).


To effectuate the required standards, the company will ensure that the products are well-labeled


and packaged so as to comply with the regulatory requirements. Furthermore, the legal standards


require that the rights of consumers have been unceremoniously observed so as not to harm them


with sub-standard products. Also, the labor laws demand that the company look into the wellness of their consumers by offering competitive wages.


Technological forces


To ensure that we cover a wider market, the company will put affirmative mechanisms to


invest in technological developments. Marketing will be taken a notch higher as the company


will put in place various technologies that will enable the products to reach many people in


different states. Also, the company will invest in facilities that will enable us to produce high


volumes of soft drinks within a relatively short span.


Social cultural forces


Various cultural trends in the country necessitate high or poor consumption of soft drinks.


During the festive seasons, people buy the products at a high rate increasing the profits of the


companies. The products are consumed by people of all ages thereby increasing the market


expectations. In social gatherings, it is primarily uncommon to find people without consuming


sodas and juices. Therefore, the company will produce products that cater for the people from all


social and cultural backgrounds.


Primary and Secondary Target Markets


The 4 Ps of Marketing MARKETING PLAN 5 Product


Amex Company will ensure that the products are of high value to compete effectively in


the market. The target market will judge the company on the basis of product value it will


manufacture. Furthermore, the company will ensure that the products are unique from the






According to Anari & Kolari, (2012), the decisions on profit margins determine the


amount of sales the company can make over a period of time. It will be effective to sell the


products at relatively fair prices depending on the prevailing market conditions. Also, the


company will determine the prices depending on the quality of the products.




The product will be promoted through advertising, social media marketing and video


marketing to ensure that they reach many people.




The company is located at the right place with a large space for expansion. The location


is also accessible for many customers and also potential customers at any given working time.


5Cs of marketing


Customer: Through critical analysis of the customers, the company will determine


specific benefits that they want to get from the products. Therefore, the customers' view would


be paramount in modifying the products to suit their needs. Moreover, the products n the


company will ensure that the costs do not outweigh the quality and benefits of the products. MARKETING PLAN 6 Company: The management of the company will conduct a thorough analysis to


determine its strengths and weaknesses as compared to other players in the market. By carrying


out an analysis, the company will be well-placed to focus on various customer requirements.


Competition: Organizations succeed through preliminary evaluation of strengths of the


competitors. In this case, Amex will evaluate the product value of other companies' products and


focus on producing unique high-value soft drinks with exceptional flavor and taste.


Collaboration: With the expected high growth, the company will start contracting


distributors and suppliers across the country, to ensure that the market has been fully satisfied.


Context: The target market will be analyzed to explore and identify the political and legal


complications that are in existence. Besides, it will also evaluate labor costs growth rate and tax


rates that may affect its growth.


The STP Model




The company will segment the markets through considering demographic, behavioral and


psychological approaches. Therefore, the products will primarily target all people at all age


groups in various locations within the country.




The company will produce the soft drinks that are more preferred by most customers.


Revenue generation of the company will be dependent on the amount of products sold over a


particular period. It will also be necessary to analyze the states and towns that have a high


population to boost sales. MARKETING PLAN 7 Positioning


The company will consider the reasons that would make customers purchase our product


and therefore improve the quality to maintain them. Besides, the company will also value


proposition, analyzing how well we will be able to outsmart our competitors in the market.


Consumer feedback will be highly valued so as to strategize on how to approach the market.


Primary target market


The primary target market that the company will focus on will be the small and medium


shops within the state of Florida. The students will also be targeted as they provide a ready


market for the products.


Secondary target market


The secondary market will include the supermarkets and hypermarkets as they can have a


potential of buying the products continuously in the future. It will also be prudent for the


company to focus on securing contracts from various government institutions that will offer a


ready market for the products. However, the secondary target markets will be given thorough


consideration after the company has fully established itself.


Main goals of the company


Short term goals of business


Listening to customer views


The company will listen to our customer views about various aspects of the business.


Customers will also be allowed to share their experiences with our company and products. It will MARKETING PLAN 8 create a platform of ensuring that the customers' feedback reaches the management for an


effective response.


Nurturing customer relationships


Strong customer relationships ensure that companies have a strong customer base


(Kumar, 2008). In this regard employees of the company will be allowed to build strong


relationships with the customers so as to get details about the views that pertain to our products.


The essentiality of having such short-term goals will be to a competitive edge over our


competition. Also, the goals will help us to focus on areas that need improvement.


Long term goals


To increase sales revenue


As the company will have gained more ground, the primary long-term goal will be to


create more revenue by increasing the sales. It will, therefore, expand to more markets within


and outside the country.


Increasing market share


The company will look at increasing the overall market share so as to compete effectively


with other established companies. It will be achieved through motivating employees and forging


close relationships with the customers SWOT analysis


Strengths MARKETING PLAN 9 The company will have an aggressive team involved in marketing the company products


The capital base of the company will be active and effective.


Close customer relationships will ensure there is a ready market for our products


The employees and management will have the know-how about the products




The company will not have an established technology for its growth.


There will be high rental costs for our premises


In the beginning, we may experience challenges in cash flows.


High maintenance costs for our employees




There is a new generation of young consumers that will provide a ready market.


With close relationships with customers, the company will gain their loyalty


The products will be in the market throughout the year.


The company will conduct monthly promotions to secure more markets.




The market price fluctuations may affect the business.


Other similar businesses may emerge leading to low sales volumes


Aggressive marketing campaigns by competitors. MARKETING PLAN 10 Strict legal requirements may also hinder business success.


In conclusion, the viability of business will depend on the laid down mechanisms.


Therefore, I will ensure the involvement of a competitive team in planning the business to avoid


making bad decisions. In additions, the company will comply with all legal standards so as to


have maximum growth. MARKETING PLAN 11


References Anari, A., & Kolari, J. W. (2012). Excel-based business analysis: forecasting key business trends.


New York: Springer.


Kumar, D. R. (2008). Consumer behaviour and branding: concepts, readings and cases. New


Delhi: Pearson Education.


Nestle, M. (2007). Food politics: how the food industry influences nutrition and health.


Berkeley: university of California press.


Theising, A. J., & Moore, D. H. (2003). Made in USA: East st. Louis, the rise and fall of an


industrial river town. St. Louis: Virginia pub.


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Hello anthonymbugua100, last week you completed the attached MKT 500 AMEX paper. There is

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