Part One – Situational Analysis

Section 1 – Company Background

• Describe your selected company or brand (Subaru)
• Tell a brief history of the company
• Summarize the core products and services the company offers
• Identify direct current competitors; explain why they direct competitors

Section 2 – SWOT Analysis

• Complete a SWOT
• Propose the product or service line you want to develop a marketing plan for
• Justify your proposal with a SWOT-based argument for why it warrants marketing investment

Section 3 – Macro and Micro Environment

• Analyze at least 2 elements from each quadrant of the table 8.1 as the micro and macro environment factors that affect the company’s overall marketing strategy.
• Describe your segmentation approach
  • Be sure to discuss these elements of the approach
  • Provide rationale for this approach
• Describe the target audiences or markets
• Create a positioning statement

Part Two – The Marketing Plan

Section 1 – Segmentation, Target, Audience, and Positioning

Section 2 – The Marketing Mix

• Explain your competitive advantages strategies to compete against five industry forces.
• Formulate the 4Ps for your proposed service/products:
  • Product
    • Describe your core product, extended product, and the product concept.
    • Explain how you plan to achieve competitive differentiation through creating customer value in four areas: branding, packaging, support, quality.
  • Price
  • Place
  • Promotion with a special focus on digital media and IMC

Section 3 – Success Metrics, Global and Ethical Considerations, and Conclusions

• Identify 3 business or sociocultural considerations in translating your marketing plan for use in a foreign market.
• Discuss at least 1 policy/philosophy or idea regarding the company’s
  • Corporate Social Responsibility
  • Green Marketing practices
  • Ethics and ethical marketing
• Conclude with a summary of your plan and why it deserves to by funded