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Business & Marketing
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Promotional Plan Organization Research Assignment

Essay Instructions:

Option #1: Promotional Plan Organization Research
Option 1 of the Portfolio Project is to create a promotional plan for a small business. This project will be submitted as an 8- to 12-page paper supported by the readings from the text, Modules 1 – 8, and at least four additional scholarly references of your choice. You can read the full description of this project in the Module 8 folder.
The success of a small business is based on its ability to communicate and meet the needs of its target market. One of the most important ways to do this is with a promotional plan. In the past, promotional plans were seen as short-term ways to boost revenues and market share. Current research has shown that promotion is a direct link to customer loyalty and retention. For this reason, small businesses should produce a promotional plan.
The objective of the promotional plan assignment is to gain experience applying a promotional strategy to help a firm gain competitive advantage. This assignment will help you apply and integrate all of the course objectives for MKG425.
For milestone Portfolio Option #1, you will write a paper that includes the following:
an introduction to your selected organization including the name of the business, the industry, and a brief description of its promotional needs;
the product or service you will promote; and
the type of the promotional activity plan you will utilize for the project.
Your paper must meet the following requirements:
Be 2-3 pages in length, not including the cover page and reference page.
Support your answers with at least three scholarly journal articles (at least one of which is peer-reviewed). The CSU-Global Library is a great place to find these resources!
Format your entire paper according to the CSU-Global Guide to Writing and APA Requirements. Your paper must include an introduction, a body with at least two fully developed paragraphs, and a conclusion.
Your paper must be well written using excellent grammar and style techniques. Be concise. Be logical. You are being graded in part on the quality of your writing. If you need assistance with your writing style, start with Tools for Effective Writing at the CSU-Global Library, accessible from the Library's homepage.
Review the Portfolio Milestone Rubric located in the Module 2 folder for grading details for this assignment.

Essay Sample Content Preview:
Option #1: Promotional Plan Organization Research
Mary Beth Fitzpatrick-King
MKG425 – Marketing Strategy for Small Business
Colorado State University – Global Campus
Professor Robin Reiss
July 30, 2017
Promotional Plan Organization Research
Handres Bottles Stores is a liquor company located in Texas, USA. It sells a variety of liquor that it acquires from different trusted dealers; that is, wine, beer, and spirit. It has got its trusted customers who have been faithful to it for the few years it has been in operation. With the few profits it has acquired over the years and the vision, it decided to expand its market. It has been catching some customers and trying to retain others while at the same time, has lost a few as well. To catch more customers, it has expanded its wings to the promotional activities. It has, however, realized that promotion is not just enough, however, for it to succeed it requires social media that is outstanding.
The store sells liquor right from the local brews to the classy fine champagnes. As it was expanding, it decided to brand a single brew its store name ‘Handres’ beer. It is a new deal in the market, and since the branding was done, the store has realized fewer profits from it. So many people have no knowledge about it and even those who do still stick to their old brands. This is the brand that Handres Store wants to promote. Not only for the purposes of realizing profits but also for recognition as it holds the store’s name.
The following are the promotional activities that the company will use to promote its brand. They include; advertising, publicity and short term sales promotion. Publicity is where the company via the media will catch the public awareness and visibility of its products. The store is planning to send media releases and to allow interviews to be hosted and broadcasted.
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