MKT113X1098 Southern New Hampshire Vet Organic Pet Food Product Paper THE NAME OF THE PRODUCT IS CALLED “VET” (VEGAN PET). IT IS AN ORGANIC PET FOOD PRODUC

MKT113X1098 Southern New Hampshire Vet Organic Pet Food Product Paper THE NAME OF THE PRODUCT IS CALLED “VET” (VEGAN PET). IT IS AN ORGANIC PET FOOD PRODUCT.Using the template provided for this milestone, submit a short paper in which you conduct a target market analysis. This analysis should focus on the new product the pet supply company is selling, not the company itself. It should provide information about the demographic (age, marital status, education, income, etc.), geographic (physical locations), and psychographic (personality, values, opinions, attitudes, interests, and lifestyles) of the potential target market. Based on this analysis, you will then need to discuss the needs and wants of your target market and how this new product will either appeal to a want or fulfill a need. (REMEMBER: DELETE EVERYTHING THAT APPEARS IN RED.)
Review the Final Project Part I Milestone Two Guidelines and Rubric to see how your paper will
be scored.
Be sure to follow APA format when providing references. If you have questions on the APA
format, you can check the Purdue OWL website or seek help from the SNHU Writing Center.
Notes on APA in a Formal Assignment
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Set margins to 1 inch all around.
Use 12-point Times New Roman font and make sure to double-space.
Paragraphs should be at least three to four sentences.
Do not include the headings “Introduction” and “Conclusion.” These are included below
to help you lay out your paper. APA format assumes the introduction begins the paper,
the body continues the paper, and the conclusion wraps up the paper, so those headings
are not needed.
Indent the first line of every paragraph by pressing the Tab key.
Be careful not use personal pronouns such as “I.”
Make sure to delete the Paragraph 1 and Paragraph 2 headings as well.
Be sure to replace all the text in red on this template with your own writing. (This entire first
page can be deleted after you review the suggestions. The paper should begin with your title
page, which follows.)
Running head: INSERT YOUR RUNNING HEAD
MKT 113: Final Project Part I Milestone Two
Full Title of Your Paper
Your Name
Southern New Hampshire University
1
INSERT YOUR RUNNING HEAD
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(REMEMBER: DELETE EVERYTHING THAT APPEARS IN RED.)
Introduction (Delete this heading in your final paper.)
In your opening paragraph, very briefly introduce the purpose of your paper. Describe the
company and what product the company is launching. Three or four sentences are sufficient.
Paragraph 1 (Delete this heading in your final paper.)
Describe the target market for the pet supply store’s new product to be launched. Include
information about the target market’s demographic, psychographic, and geographic breakdown.
A minimum of four to five sentences are required to support your thoughts. Please make sure
you focus your thinking around the segment of the pet supply store’s target market that would be
most interested in purchasing this new product.
Paragraph 2 (Delete this heading in your final paper.)
Identify and describe the wants and needs of this target market. Remember that you are
focusing on the specific segment of the target market that would be interested in buying the new
product. A minimum of four to five sentences are required to support your thoughts. Please be
specific in your answer and include information about how the product will either appeal to the
wants of this market segment or satisfy their needs or both.
Conclusion (Delete this heading in your final paper.)
The conclusion reminds the reader what your paper is about and allows you to make a final
point without introducing new information. Four or five sentences are sufficient.
INSERT YOUR RUNNING HEAD
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References
Armstrong, G., & Kotler, P. (2015). Marketing: An introduction (12th ed.). Upper Saddle River,
NJ: Pearson Education, Inc.
Make sure that you provide appropriate citations in APA style. The text is provided as an
example and should be kept in the references for your paper. Feel free to add other resources.
Remember to cite ALL the sources that you used to write this paper, not only here at the end of
your paper but also within the body to add credibility to your statements. References that you
have used should be included in alphabetical order by the author’s last name.
MKT 113 Final Project Part I Guidelines and Rubric
Overview
Part I of the final project for this course is the creation of a written product overview.
You have been named the marketing director of a large pet supply company. Your company makes pet food, toys, and supplies that are sold in retail locations and
via its online store. While the company has a robust website, it is not on any social media websites and prefers traditional media channels to promote its
products.
Your first job is to help the company launch a new pet food line. This line will be for both cats and dogs, and the company is excited because the product is made
of all natural ingredients. The new pet food will be sold for about 10% more than its competitor’s pet food product. You will need to make some key strategic
decisions about how to launch and promote this new product line. Assume you will have the budget that you need.
The project is divided into two parts: Part I, which has two milestones and a final submission, and Part II, which is a final presentation. These will be submitted at
various points throughout the course to scaffold learning and ensure quality final submissions. These milestones will be submitted in Modules Two and Three.
Final Project Part I is submitted in Module Five. Final Project Part II is submitted in Module Seven (see the Final Project Part II Document for more details).
In Final Project Part I, you will demonstrate your mastery of the following course outcomes:
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Utilize foundational marketing terminology for identifying effective marketing strategies
Describe internal and external market factors that impact marketing decisions and strategies
Describe the role of the consumer for improving marketing strategies
Analyze the strengths and weaknesses of a company’s marketing activities to influence future strategies
Prompt
Your Final Project Part I: Product Overview will be a written document, 2–4 pages in length, in APA format. A template has been provided to give additional
details on the paper structure and content.
Specifically the following critical elements must be addressed:
I.
Initial Overview
a) Market Factors
Describe the internal and external market factors the company should consider.
i.
Complete the SWOT matrix and include information on the product strengths, weaknesses, opportunities, and threats. Provide necessary
details to support each example.
ii.
Explain the SWOT findings and how they can help you market your new product. Consider what the strengths of the products are and
how you can leverage those to take advantage of opportunities.
b) Target Market Analysis
Describe the target market for the new product.
i.
What is your company’s target market? What is the demographic, psychographic, and geographic breakdown of your target market?
ii.
What are the wants and needs of this target market? Why would the product either appeal to their wants or satisfy their needs?
II.
Marketing Strategy
Identify marketing strategies that you would suggest for the company.
a) Identify the most important marketing strategies that you would recommend the company use, and explain why you have chosen them.
b) Outline the 4 P’s (price, place, promotion, and product) for each of the strategies you have identified. How will you use the 4 P’s to inform your
strategies?
c) Identify one marketing strategy you would recommend that the company avoid, and explain why.
d) Outline the 4 P’s (price, place, promotion, and product) for the strategy you are not recommending. Are there changes you could make to the 4
P’s that would make the strategy more likely to be successful?
Milestones
Milestone One: SWOT Analysis and Discussion
In Module Two, you will submit a SWOT analysis through the discussion topic. Your SWOT analysis will outline the strengths, weaknesses, opportunities, and
threats facing the pet supply store’s new product. Ensure that you discuss which of the product’s strengths you will be leveraging in your marketing activities. In
your response posts to your classmates, discuss how the threats or weaknesses could affect your classmates’ proposed marketing activities. This milestone is
graded with the Milestone One Rubric.
Milestone Two: Target Market Analysis
In Module Three, you will submit your written target market analysis in a 1- to 2-page Word document that will describe in detail your selection of the target
market of the pet supply store, including the demographic, geographic, and psychographic details, the needs and wants of this target market, and how this new
product will satisfy one or more of these needs or will appeal to a want of the target market. This milestone is graded with the Milestone Two Rubric.
Final Submission: Product Overview
In Module Five, you will submit your detailed written product overview that will include your proposed marketing strategy in addition to the product overview. A
template has been provided to guide you. Your paper should be a complete, polished artifact containing all of the critical elements of Final Project Part I. It
should reflect the incorporation of feedback gained throughout the course. This submission will be graded with the Final Project Part I Rubric.
Final Project Part I Rubric
Guidelines for Submission: Using the template provided, your product overview must be 2 to 4 pages in length (plus a cover page and references) and must be
written in APA format (APA 6th edition). Use double spacing, 12-point Times New Roman font, and one-inch margins.
Critical Elements
Initial Overview:
Factors: SWOT
Initial Overview:
Factors: Findings
Initial Overview:
Target Market: Your
Company
Initial Overview:
Target Market: Wants
and Needs
Marketing Strategy:
Identify
Marketing Strategy:
4 P’s
Marketing Strategy:
Avoid
Marketing Strategy:
Not Recommending
Exemplary (100%)
Meets “Proficient” criteria and
provides resources to support
analysis
Proficient (85%)
Completes the SWOT analysis for
the product and incorporates
appropriate details to clarify
explanations
Meets “Proficient” criteria and
Explains the SWOT findings and
makes connections between
articulates how they can help the
strengths and opportunities
marketing of the new product
Meets “Proficient” criteria and
Identifies the company’s target
utilizes outside resources to
market, including demographic,
support the target market
psychographic, and geographic
identification
information
Meets “Proficient” criteria and
Identifies the target market’s
draws comparisons to wants and wants and needs and explains
needs of target markets of
why the product will appeal to
similar products
those wants or needs
Meets “Proficient” criteria and
Identifies the most important
provides real-world examples of marketing strategies that would
how these strategies have been be recommended for the
used
company to use and explains
choice
Meets “Proficient” criteria and
Outlines the 4 P’s (price, place,
describes how 4 P’s will be used promotion, and product) for each
to inform strategies
of the strategies identified
Meets “Proficient” criteria and
Identifies one marketing strategy
provides real-world examples of that would be recommended for
how this strategy has been used the company to avoid and
explains why
Meets “Proficient” criteria and
Outlines the 4 P’s (price, place,
describes how the 4 P’s of the
promotion, and product) for the
strategy could be changed to
strategy not being recommended
make it more effective
Needs Improvement (55%)
Completes a SWOT analysis for
the product that is cursory or
does not incorporate appropriate
details to clarify explanation
Explains the SWOT findings but
does not relate them to
marketing the new product
Identifies the company’s target
market, but does not include all
appropriate data
Not Evident (0%)
Does not develop a complete
SWOT
Value
12
Does not explain the SWOT
findings
12
Does not identify company’s
target market
12
Identifies the target market’s
wants and needs, but does not
explain how the product appeals
to those wants and needs
Identifies marketing strategies,
but does not explain why they
have been chosen
Does not identify target market’s
wants and needs
12
Does not identify marketing
strategies
12
Outlines some of the 4 P’s or
only outlines the 4 P’s for one
strategy
Identifies one marketing strategy
that would be recommended for
the company to avoid, but does
not explain why
Outlines some of the 4 P’s for the
strategy not being recommended
Does not outline the 4 P’s
12
Does not identify a marketing
strategy that will be ineffective
12
Does not outline the 4 P’s
12
Articulation of
Response
Submission is free of errors
Submission has no major errors
related to citations, grammar,
related to citations, grammar,
spelling, syntax, and organization spelling, syntax, or organization
and is presented in a professional
and easy-to-read format
Submission has major errors
related to citations, grammar,
spelling, syntax, or organization
that negatively impact readability
and articulation of main ideas
Submission has critical errors
related to citations, grammar,
spelling, syntax, or organization
that prevent understanding of
ideas
Earned Total
4
100%

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