The Marketing Plan Final Proposal
Internal and External Marketing Environments
Getting Started
Revised Final Proposal – Internal and External Marketing Environments
The process of peer review strengthens a presentation by having another qualified person analyze the same data and then review your work. You have written and revised a product differentiation and positioning section (submitted in 3.4), and a product development and market demand section (submitted in 4.4). You will now strengthen your initial report on internal and external marketing environments by integrating the alternative from your peer (received in 4.2) into your revised final draft that will be submitted to the client.
Upon successful completion of this assignment, you will be able to:
- Assess the market structure and internal and external marketing environments to determine the crucial factors influencing the marketing strategy.
Resources
- Textbook: The 30 Day MBA in Marketing: Your Fast Track Guide to Business Success, Ch. 9, pp. 175-192
- Textbook: Developing Successful Marketing Strategies, Ch. 6
- Textbook: Value-based Marketing Strategy: Pricing and Costs for Relationship, Ch. 1; Ch. 3, Section 3
- File: Market Analysis Report Template
Instructions
- Review the rubric to make sure you understand the criteria for earning your grade.
- This is your revised final draft of the internal and external marketing environments section of your consultant’s report. It is based on what you posted in 3.3 and on your peer’s comments and response posted in 4.2.
- Your revised final report must integrate your peer’s alternative analysis or recommendation as an alternative perspective as part of your final report. You must either accept your peer’s perspective as a replacement to your initial proposal based on adequate credible theory and current marketing practice to accept it or you must provide adequate credible theory and current marketing practice to reject it. If you accept it as the correct analysis or recommendation, then the peer alternative will become the primary focus of your final paper, and your original analysis and/or recommendation will be noted as an alternative perspective that you have rebutted through cited research. If you do not accept the alternative, then you only need to discuss it as an alternative and provide objective and qualified reasons to reject it.
- Use the titles from the Market Analysis Report Template to create four sections for this part of the consultant’s report:
- Porter’s five forces model
- Other macro-environmental external factors
- Required Internal Resources and Competencies to Compete in the Market
- Required Licenses, Patents, and Rulings or Legal Requirements to Compete in the Market
- The body of your paper (i.e. excluding title page, graphics, appendices, and references page) must be 1300 words (+/- 50 words). In the event that your peer did not provide feedback, your length must be 1000 words (+/- 0 words) and you will not be penalized for not including the missing feedback.
- You must use, cite, and reference at least five credible sources not provided in the course documents, plus at least one source provided in the course documents.
- Your paper must be submitted as a Word document.
- Your paper must be formatted to current APA standards including title page, body of the paper, citations, headings, graphics, appendices, and references page. (See OCLS APA Writing Styles Guides)