Module 4 Assignment 1: Part B - Business Concept Project

Overview

You will develop the Target Market and Marketing Strategy sections of the business concept paper in this second phase. Instructions for this assignment are found in the Assignments section of the appropriate Module in Content.

Outcomes

A. Identify the four components of the marketing mix and their application to target market segments. (Outcome M401) B. Discuss pricing strategies for different competitive situations and identify pricing tactics. (Outcome M403) C. Demonstrate how a social media sites technology and information can be used to drive marketing strategy. (Outcome M404)

Instructions

Refer to Business Concept Project Assignment Details for overall project details.

Complete the Target Market section of the paper 1 page, or 400-word script, or 3 PPT slides with speaker notes.

What are the characteristics of the target market?

Identify demographic (age, gender, education, income), geographic, psychographic (consumer-based interests and activities) and, behavioral (usage, buying habits) characteristics.

How big is the market?

Identify growth potential

How will customers be identified?

Complete the Marketing Strategy section 1 page in length or 400-word script, or 3 PPT slides with speaker notes.

Pricing strategy and tactics

Advertising, promotion, publicity, and public relations overview

Use the present tense. Yes: ABC Lawn Care Company is a seasonal business. No: ABC Lawn Company will be open seasonally.

Write from the third-person perspective. Yes: ABC Lawn Care Company is a seasonal business. No: We are a seasonal business.

Create all citations in Use APA Style (7th edition). In-text citations must go directly in the paper, directly in your script if you chose the video format, or directly in your speaker notes if you chose the PowerPoint presentation format.

Note: The scripts are for instructor feedback and should only be used to help guide your thoughts before you record. You should not read your script for your final submission, and only an outline is required for your final submission