Develop the components of your capstone marketing plan assignment. You will complete a situation analysis with the goal of identifying a new product/service to develop your marketing plan against. You will also conduct an STP (Segmentation, Targeting, and Positioning) analysis to define and analyze the target market for your suggested new product/service.
In your paper,
Provide a brief description of your selected company/brand. *(Great Clips – Hair Salon)*
Summarize the core products/services. Please see website for assistance.
Identify the key current competitors.
Complete a SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats).
Recommend a product, a service line, or a bundle (i.e.: product and service) of both that you want to develop a marketing plan for.
This recommendation(s) must be based on the conclusion you drew from your SWOT analysis.
Explain your rationale.
Complete a SWOT based argument for why the recommended product, service line, or bundle warrants marketing investment.
Complete a Segmentation Targeting and Positioning (STP) analysis by,
Evaluating the Segmentation method and Segment(s) attractiveness.
Developing a targeting strategy.
Creating value proposition and a positioning strategy.
Must be four to six double-spaced pages in length (not including title and references pages and formatted according to APA Style (Links to an external site.) as outlined in the Writing Center’s APA Formatting for Microsoft Word (Links to an external site.) resource.
Must include a separate title page with the following:
Title of paper
Student’s name
Course name and number
Instructor’s name
Date submitted