key strengths and weaknesses of a company

Use the Internet or the to familiarize yourself with an industry and then create a fictional start-up company that is entering a foreign (non U.S.) market with a good or service. Your fictitious company may export an existing good or service to a foreign business market (e.g., developing Websites for a foreign firm that targets the U.S. market). You will create a marketing plan for your start-up company.
Write a five to six (5-6) page paper in which you :
1. Describe your company and its product in terms of its marketability.
2. Determine the key strengths and weaknesses of your company, as well as the opportunities and threats it faces within its industry.
3. Explain the marketing objectives of your company that are based on the findings of your secondary market research. Your marketing objectives should, at a minimum, address potential customer profile and market segmentation. Explain the manner in which you conducted your secondary market research.
4. Outline the marketing goals in terms of the target market you selected, and describe the manner in which you would use marketing mix to reach that target market.
5. Describe the key method(s) that the company will use to implement the marketing mix that you have developed. The methodology should, at a minimum, focus on the details of the different elements of the market mix and how your company will focus them on the target market.
6. Use at least two (2) quality references. Note: Wikipedia and other Websites do not quality 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:
• Explain the fundamentals of marketing including product, price, distribution, and promotion in a global environment.
• Determine the marketing planning process, market segmentation, and the development of the key elements of a marketing strategy.
• Determine the elements of marketing research.
• Use technology and information resources to research issues in marketing.
• Write clearly and concisely about marketing using proper writing mechanics.
Grading for this assignment will be based on answer quality, logic / organization of the paper, and language and writing skills, using the following rubric.
Click here to view the rubric.
Points: 200 Assignment 1: Marketing Plan 1
Criteria Unacceptable
Below 60% F Meets Minimum Expectations
60-69% D Fair
70-79% C Proficient
80-89% B Exemplary
90-100% A
1. Describe your company and its product in terms of its marketability.
Weight: 15% Did incompletely described this company and its marketability. Insufficiently described this company and its product in terms of its marketability. Partially described this company and its product or service in terms of its marketability. Satisfactorily described this company and its product in terms of its marketability. Thoroughly described this company and its product in terms of its marketability.
2. Determine the key strengths and weaknesses of your company, as well as the opportunities and threats it faces within its industry.
Weight: 15% Did not submit or incompletely determined the key strengths and weaknesses of your company, as well as the opportunities and threats it faces within its industry. Insufficiently determined the key strengths and weaknesses of your company, as well as the opportunities and threats it faces within its industry. Partially determined the key strengths and weaknesses of your company, as well as the opportunities and threats it faces within its industry. Satisfactorily determined the key strengths and weaknesses of your company, as well as the opportunities and threats it faces within its industry. Thoroughly determined the key strengths and weaknesses of your company, as well as the opportunities and threats it faces within its industry.
3. Explain the marketing objectives of your company that are based on the findings of your secondary market research. Your marketing objectives should, at a minimum, address potential customer profile and market segmentation. Explain the manner in which you conducted your secondary market research.
Weight: 15% Did not submit or incompletely explained the marketing objectives of your company that are based on the findings of your secondary market research. Did not submit or incompletely addressed potential customer profile and market segmentation. Did not submit or incompletely explained the manner in which you conducted your secondary market research. Insufficiently explained the marketing objectives of your company that are based on the findings of your secondary market research insufficiently addressed potential customer profile and market segmentation. Insufficiently explained the manner in which you conducted your secondary market research. Partially explained the marketing objectives of your company that are based on the findings of your secondary market research. Partially addressed potential customer profile and market segmentation. Partially explained the manner in which you conducted your secondary market research. Satisfactorily explained the marketing objectives of your company that are based on the findings of your secondary market research. Satisfactorily addressed potential customer profile and market segmentation. Satisfactorily explained the manner in which you conducted your secondary market research. Thoroughly explained the marketing objectives of your company that are based on the findings of your secondary market research. Thoroughly addressed potential customer profile and market segmentation. Thoroughly explained the manner in which you conducted your secondary market research.
4. Outline the marketing goals in terms of the target market you selected, and describe the manner in which you would use marketing mix to reach that target market.
Weight: 15% Did not submit or incompletely outlined the marketing goals in terms of the target market you selected, and did not submit or incompletely described the manner in which you would use marketing mix to reach that target market. Insufficiently outlined the marketing goals in terms of the target market you selected, and insufficiently described the manner in which you would use marketing mix to reach that target market. Partially outlined the marketing goals in terms of the target market you selected, and partially described the manner in which you would use marketing mix to reach that target market. Satisfactorily outlined the marketing goals in terms of the target market you selected, and satisfactorily described the manner in which you would use marketing mix to reach that target market. Thoroughly outlined the marketing goals in terms of the target market you selected, and thoroughly described the manner in which you would use marketing mix to reach that target market.
5. Describe the key method(s) that the company will use to implement the marketing mix that you have developed. The methodology should, at a minimum, focus on the details of the different elements of the market mix and how your company will focus them on the target market.
Weight: 15% Did not submit or incompletely described the key method(s) that the company will use to implement the marketing mix that you have developed. The methodology should, at a minimum, focus on the details of the different elements of the market mix and how your company will focus them on the target market. Insufficiently described the key method(s) that the company will use to implement the marketing mix that you have developed. The methodology should, at a minimum, focus on the details of the different elements of the market mix and how your company will focus them on the target market. Partially described the key method(s) that the company will use to implement the marketing mix that you have developed. The methodology should, at a minimum, focus on the details of the different elements of the market mix and how your company will focus them on the target market. Satisfactorily described the key method(s) that the company will use to implement the marketing mix that you have developed. The methodology should, at a minimum, focus on the details of the different elements of the market mix and how your company will focus them on the target market. Thoroughly described the key method(s) that the company will use to implement the marketing mix that you have developed. The methodology should, at a minimum, focus on the details of the different elements of the market mix and how your company will focus them on the target market.
6. 2 references Weight: 5% No references provided Does not meet the required number of references; all references poor quality choices. Does not meet the required number of references; some references poor quality choices. Meets number of required references; all references high quality choices. Exceeds number of required references; all references high quality choices.
8. Clarity, writing mechanics, and formatting requirements
Weight: 10% More than 8 errors present 7-8 errors present 5-6 errors present 3-4 errors present 0-2 errors present