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3 pages/β‰ˆ825 words
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APA
Subject:
Business & Marketing
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Essay
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English (U.S.)
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Topic:

Marketing Plan: Product Identification and SWOT Analysis

Essay Instructions:

Marketing Plan: Product Identification and SWOT Analysis
What to Do
This week, you will be creating components of your capstone marketing plan assignment. You will then finish your plan in Week 5.
Using the company you selected for your marketing manager internship, you will complete a situation analysis with the goal of identifying a new product/service to develop your marketing plan against.
How to Do it
Create a minimum 750 word APA style formatted Word document that includes at least 1 scholarly resource from Ashford’s online library in addition to the course text.
The Scholarly, Peer Reviewed, and Other Credible Sources table (Links to an external site.) offers additional guidance on appropriate source types. If you have questions about whether a specific source is appropriate for this assignment, please contact your instructor. Your instructor has the final say about the appropriateness of a specific source for a particular assignment.
Your document should contain paragraphs that cover the following topics:
A description of your selected company/brand
The core products/services they offer
A brief history
Key current competitors
A SWOT analysis
The product or service line you want to develop a marketing plan for and a SWOT based argument for why it warrants marketing investment
Please see our sample situational analysisPreview the document (completed for McDonald's) for more details, including minimum lengths by topic.
What Should I Market?
The focus of your marketing plan can be a new product/service idea of your own or an existing product/service that you think deserves its own dedicated campaign. Just don't pick something that you've already seen being actively marketed.
For example, after completing a SWOT analysis for McDonald's, one might propose marketing new concepts like a McVeggie burger or an adult happy meal. Further afield, one might propose a whole new chain of pay to visit indoor McPlayground Centers. Or, relative to existing offerings, one might suggest a dedicated marketing campaign for say "burgers at breakfast" or after midnight snacking via the drive thru.
Lean about your brand and then let your imagination run wild. It can be a big idea that will appeal to many of their customers or a very targeted effort. You decide. You can always adjust your idea after getting instructor feedback.
Questions?
Got questions about this assignment? Please post to our Week 2 Help forum so others can benefit!
Carefully review the Grading Rubric (Links to an external site.) for the criteria that will be used to evaluate your assignment.

Essay Sample Content Preview:

Marketing Plan: Product Identification and SWOT Analysis
Author’s Name
The Institutional Affiliation
Course Number and Name
Instructor Name
Assignment Due Date
Table of Contents TOC \o "1-3" \h \z \u Company Description: Uber PAGEREF _Toc45288979 \h 3Core Product or services PAGEREF _Toc45288980 \h 3A Brief History PAGEREF _Toc45288981 \h 4Key current competitors PAGEREF _Toc45288982 \h 4SWOT analysis PAGEREF _Toc45288983 \h 5Strengths PAGEREF _Toc45288984 \h 5Weaknesses PAGEREF _Toc45288985 \h 5Opportunities PAGEREF _Toc45288986 \h 5Threats PAGEREF _Toc45288987 \h 6Marketing Plan Focus PAGEREF _Toc45288988 \h 6Conclusion PAGEREF _Toc45288989 \h 6
Marketing Plan: Product identification and SWOT analysis
Company Description: Uber
Uber Inc. is among the top food delivery, micro-mobility and ride-hailing application that aims to provide an easy transportation system to the customers. The company was initiated in the year 2009 and has extended its operations with 385 metropolitan points all across the world. Shaw (2020) Uber also operates its mobile application and website from where users could quickly get accessibility and order for the ride. With respect to the statistics, the total market worth in the year 2019 was 90 billion US dollars, but it got decreased by 7.6 billion dollars due to high competition and less focus on marketing perspectives.
Core Product or Services
The Uber application gives the drivers and riders the power to ride where they need to (Uber Technologies Inc., 2020). The use of application provides impressive services, clear and right navigation and also cashless payments. People could get to their destinations without any hassle
* Uber Eats
Uber provides the service of Uber eats in which it makes a significant effect on the restaurant businesses (Uber Technologies Inc., 2020). The customers of Uber Eats could discover their favourite food ordering platform and might enjoy it at their doorstep
* Uber Freight
Uber also provides the service of Uber freight which matches shippers and carriers. The shippers just need to follow simple steps to book the loads to be hauled with cost-effective pricing.
* Self-Driving
Uber provides a new service of self-driving and has an innovative and reliable team to cooperate with the customers.
* Uber Elevate
According to Uber Technologies Inc. (2020), Uber elevate helps in discovering the barricades that need to be overcome and resolved to make urban air mobility reachable
A Brief History
Uber was initiated in the year 2009 by Travis Kalanick and Garrett Camp, and its first name was Uber Cab. The history demonstrates that Camp had a private car in which he uses to give transport service to his friends. It gives him an idea to make an affordable and easy to use transportation system for the average person (Mittendorf, 2017). There was a man, Ryan Graves was an employee of Uber Cab but later posted as a general manager. The name of Uber was shortened in the year 2011 and from 2012 Uber started rolling out service that permits people to work for Uber driving their car.
Key Current Competitors
According to Parker (2020a), Following are the c...
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