My consumer product is Electric scooter,

product link for example: Apollo Ghost: https://apolloscooters.ca/products/apollo-ghost

make and present the Marketing Plan in a formal manner suitable for business. Ensure it does not contain any grammar, spelling, punctuation, and/or formatting errors. Make sure it includes an Executive Summary, a Table of Contents, and appendices as per the assignment criteria, and a list of references and resources used in the preparation of the plan.

Important:

In developing the Marketing Plan, it is critical to emphasize the justification for each action recommended. Grading is weighted heavily in favour of assignments that refer back to and/or reference course materials, including the concepts, terms, and information, as well as any other outside sources. It is important to demonstrate your knowledge and understanding of the course materials in the reasoning and application used in your Final Project.

Assessment: The Final Project will be assessed using the following criteria:

Usage of marketing concepts, terms, and words from the course learning materials in your Marketing Plan

Assessing your comprehension and ability to apply the course learning materials

Depth of insight, analysis, and comprehensiveness

Extent of the rationale provided for recommendations made and conclusions drawn

Table of Contents

(Headings and page numbers on separate page)

Executive Summary

Answer the following questions:

Identify the key marketing decision(s) that need to be made or issue(s) that need to be addressed for the consumer product.

Name your target audience and summarize the rationale for your choice.

Summarize your positioning and marketing mix recommendation and your rationale for each.

Sum up your overall recommendation(s) and the expected outcome of executing your Marketing Plan.

Part 1: Current Situation (15 marks)

Answer the following questions:

SWOT Analysis (10 marks)

Conduct a SWOT analysis of your consumer product and its organization, considering both the internal and external environments.

Include a marketing mix implication for each SWOT factor.

Include the detailed SWOT analysis as an appendixto the Marketing Plan.

1. Five Most Important SWOT Factors (5 marks)

Identify what you believe are the five most important factors in the SWOT analysis.

Explain why you think each of these five factors is particularly important to understand from a marketing perspective.

Part 2: Target Market Segmentation (20 Marks)

Answer the following questions:

Select one segmentation approach. (2 marks)

Justify why your segmentation approach is appropriate given your consumer product, your competitions' direct products, and the marketplace. (5 marks)

Develop summary target market segment profiles for three viable target market segments and include a summary of each profile in the body of the Marketing Plan. (3 marks)

Develop detailed target market segment profiles for these three viable target market segments and include the detailed profiles as an appendix to your Marketing Plan. (5 marks)

Evaluate and select one of the three target market segments as your target audience. Explain why you chose this segment over the other target market segments. (5 marks)

Part 3: Marketing Objectives (5 Marks)

Answer the following question:

Develop and state three marketing objectives to be achieved by your Marketing Plan for your target audience.

Part 4: Product Positioning (10 Marks)

Answer the following questions:

Recommend a positioning strategy for your consumer product, the target audience, and the marketplace. (3 marks)

Illustrate the intended positioning strategy with a positioning map. (2 marks)

Explain what allows this consumer product and organization to defend this positioning strategy and/or what competencies need to be developed, enhanced, or maintained to support this positioning (in the internal and external environment). (5 marks)

Part 5: Marketing Mix (25 Marks)

Develop a comprehensive set of marketing mix (4 Ps) decisions for this consumer product, providing a rationale for your recommendations based on your analysis of the consumer product, the target market audience, and the marketplace. Your rationale should include statements that indicate why you think your approach is appropriate for achieving your marketing objectives.

Answer the following questions:

Product: Objectives, product concept (core, actual, augmented), product line strategy, service strategy, brand name and branding strategy, and packaging and labelling (10 marks)

Price: Objectives, price policy and points strategy, tactics, and terms and conditions (5 marks)

Distribution: Objectives, channel strategy, channel management strategy, distribution tactics, and CRM (5 marks)

Communication: Objectives, positioning, key message, communication mix media types and media classes, creative strategy, and budget and budget allocation tactics (5 marks)

Part 6: Implementation Plan (10 Marks)

Provide recommendations for how your Marketing Plan should be executed. The recommendations should include a discussion of each of the following items:

Implementation schedule (2 marks)

Measurement and evaluation (2 marks)

Implementation (2 marks)

Contingency plan (2 marks)

Research plan (2 marks)

Part 7: Overall Recommendation (10 Marks)

Answer the following questions:

Recommend whether or not your Marketing Plan should be executed, and explain why it should or should not be executed. (5 marks)

Support your recommendation through the use of your SWOT analysis. (5 marks)

Part 8: Report Structure and Presentation (5 Marks)

Remember, you will be judged by the structure, clarity, presentation, and quality of your work, which in this case consists of your assignments and your Final Project. The assignments are to be maked and presented in a formal manner suitable for business.

To ensure the quality of your written work, refer to the Completion Guidelines below.

Assessment Criteria

The Final Project will also be evaluated using the following performance criteria:

ContentAddress all points of information as outlined in the criteria and content for the Final Project. Incorporate specific references to readings, theories, ideas, and feedback that assisted you in rethinking your experiences and increasing your awareness of your marketing skills.

KnowledgeDemonstrate your knowledge, understanding, skills, and perspectives on the course's learning materials by applying them in the Final Project. Link theory and practice by applying what you learned from the readings, reflections, and practical application of your new marketing skills and from discussions with your fellow students.

Theory & PracticeDemonstrate the connections between the work of others (course materials, readings, activities, and discussions) and actual organizational principles, practices, and processes. Go beyond general descriptions. Be thoughtful and critical in your analyses, conclusions, and recommendations.

Critical ThinkingUse reflective, logical, and rational thinking to gather, combine, process, interpret, and analyze the information to develop a reasonable conclusion. Provide examples to support your comments and observations. Be specific and concrete. Tell a finish story. Avoid generalizations. Support a statement with a specific example that demonstrates your understanding and skill.

Note

Compare and contrast your concepts/own secondary research data with the course theory. Provide evidence with relevant in-text citations in Reference. Credit all your sources with citations and references in Reference. Visit the TRU Library and access "Cite your sources" for further information about how to use Reference.

Grading criteria	Part 1: Current Situation (15 marks) 1.1 SWOT Analysis (/10 marks) a. Conduct a SWOT analysis of your consumer product and its organization, considering both the internal and external environments. b. Include a marketing mix implication for each SWOT factor. c. Include the detailed SWOT analysis as an appendix to the Marketing Plan. 1.2 Five Most Important SWOT Factors (/5 marks) (a) Identify what you believe are the five most important factors in the SWOT analysis. (b) Explain why you think each of these five factors is particularly important to understand from a marketing perspective. Maximum score 15 Part 2: Target Market Segmentation (20 Marks) 2.1 Select 1 segmentation approach. (/2 marks) 2.2 Justify why segmentation approach is appropriate given your consumer product, your competitions' direct products, & the marketplace. (/5 marks) 2.3 Develop profiles for 3 viable target market segments. Include a summary of each profile in the body of the Marketing Plan. (/3 marks) 2.4 Develop detailed profiles for these 3 viable target market segments. Include detailed profiles as an appendix. (/5 marks) 2.5 Evaluate and select 1 of the three target market segments as your target audience. Why did you choose this segment over the other target segments. (/5 marks) Maximum score 20 Part 3: Marketing Objectives (5 Marks) Develop and state three marketing objectives to be achieved by your Marketing Plan for your target audience. Maximum score 5 Part 4: Product Positioning (10 Marks) 4.1 Recommend a positioning strategy for your consumer product, the target audience, and the marketplace. (/3 marks) 4.2 Illustrate intended positioning strategy with a positioning map. (/2 marks) 4.3 Explain what allows this consumer product and organization to defend this positioning strategy. What competencies need to be developed, enhanced, or maintained to support this positioning (Consider internal and external environment). (/5 marks). Maximum score 10 Part 5: Marketing Mix (25 Marks) 5.1 Product: Objectives, product concept (core, actual, augmented), product line strategy, service strategy, brand name & branding strategy, and packaging & labelling (/10 marks) 5.2 Price: Objectives, price policy & points strategy, tactics, and terms & conditions (/5 marks) 5.3 Distribution: Objectives, channel strategy, channel management strategy, distribution tactics, and CRM (/5 marks) 5.4 Communication: Objectives, positioning, key message, communication mix media types & media classes, creative strategy, and budget & budget allocation tactics (/5 marks). Maximum score 25 Part 6: Implementation Plan (10 Marks) 6.1 Implementation schedule (/2 marks) 6.2 Measurement and evaluation (/2 marks) 6.3 Implementation (/2 marks) 6.4 Contingency plan (/2 marks) 6.5 Research plan (2 marks). Maximum score 10 Part 7: Overall Recommendation (10 Marks) 7.1 Recommend whether or not your Marketing Plan should be executed, and explain why it should or should not be executed. (/5 marks) 7.2 Support your recommendation through the use of your SWOT analysis. (/5 marks). Maximum score 10 Part 8: Report Structure and Presentation (5 Marks) Make and present your work in a formal manner suitable for business. Refer to the Assessment Criteria and Completion Guidelines of the assignment. Maximum score 5