Yeezy Boost 350 vs Nike Airmax: Current Market Situation

Yeezy Boost 350 vs Nike Airmax
Assignment and points
1. Executive Summary 5 points (5-10 sentences)
Summary of the main goals and recommendations of the plan for management review, helping top management to find the plan's major points quickly. 
2. Current Marketing Situation 15 points (1-2 pages)
• Market description: define the market and major segments, then reviews customer needs and factors in the marketing environment that may affect customer purchasing.
• Product review: with a detailed description of the product and its characteristics
• Competition Review: Identify and offer a brief overview of at least 3 competing solutions, as well as explanations for how your product will compete with them. *Note substitutes from other firms or existing offerings from your firm are as valid as direct competition.
3. SWOT Analysis 10 points (Approximately 1 page)
Assess major strengths and weaknesses of your product and company, as well as external threats and opportunities. Identify at least 3 considerations for each letter/area of the analysis.
4. Objectives and Issues 10 points (Approximately 1 page)
• Objectives: The specific marketing goals (i.e. sales, brand awareness, market share, etc.) that the company would like to attain during the following two years. 
• Issues: Any key potential issues that may inhibit achieving your stated objectives.
5. Marketing Strategy 20 points (2-5 pages)
The marketing strategy that helps you create customer value and relationships. How will the company create value for customers in order to capture value in return?
• Value Proposition: Answer the customer’s question of “Why should I buy your product rather than a competitor’s?” What benefits will the product promise to deliver? – Discuss at least 3 benefits the product will deliver. Also, develop a tagline/slogan for the product.
• Differentiation: What unique qualities/features of the offering will you emphasize in order to stand out from competitors? 
• Positioning: Describe the branding image strategy for product. What will you emphasize in order to create a distinct impression in customers’ minds?
• Product Strategy: Decisions on packaging, labeling, logos, color schemes, warranties
• Pricing: What price(s) you are going to charge and rational for why. 
• Place(ment): Describe the distribution strategy for this product.
• Promotion: Identify at least three promotional tools to be used as part of this strategy.
6. Action Programs 5 points (Approximately 1 page)
• Concrete/Specific marketing actions that you plan to take within the first year.
• What will be done? When will it be done? Who will do it? How will it be done?
7. Budget 5 points (1 paragraph with calculations)
Estimate expected revenues (forecasted number of units sold and the average net sales price) and expected costs of production, distribution, and marketing. Difference = projected profit. 
8. Monitoring and Control 5 points (Approximately 1 page)
How you will monitor the progress/results of this plan and adjust course if needed?
9. Recommendations and Conclusion 5 points (Approximately 1 page)
State your top 3 recommendations for this product offering (*Note - can be things you’ve already mentioned in the paper, this just puts them here in a convenient place) and provide a brief 1-2 paragraph conclusion to wrap up the paper.