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
November 3rd 2016
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
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.
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
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.
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
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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