Marketing Plan: Product Identification And SWOT Analysis Uber Company
How to Use SWOT AnalysisLinks to an external site.
The Five Competitive Forces That Shape Strategy
Explore the Uber Platform | Uber United States
Explore the Uber Platform | Uber United States
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 or service to develop your marketing plan against.
Create a Word document of three to four pages formatted in APA Style that includes at least one scholarly, peer-reviewed, or other credible resource Links to an external site.from the University of Arizona Global Campus library in addition to the course text.
In your paper,
Describe the selected company and brand and a brief history.
List the core products and services they offer.
Identify the key current competitors.
Complete a SWOT analysis Links to an external site..
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.
Describe your core product, extended product, and the product concept.
Explain how you plan to achieve competitive differentiation through creating customer value in the four areas listed below. Also, refer to The Five Competitive Forces That Shape Strategy video:
Be sure to use subject headers for each of the questions asked. Your paper needs to contain at least eight headers (i.e., introduction header, at least six headers for the six parts of the question, conclusion header)
Review the Level Heading section of Introduction to APA Links to an external site.resource from the Writing Center for more information.
Your marketing plan can focus on a new product or service idea of your own or an existing product or 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 menu offerings, one might suggest a dedicated marketing campaign for say “burgers at breakfast” or after-midnight snacking via the drive-through.
Learn 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.
To learn more about SWOT analysis and see as an example how it is applied to Starbucks, you may see the below resources:
Three Tips for a Better SWOT AnalysisLinks to an external site.
Starbucks SWOT AnalysisLinks to an external site.
The Marketing Plan: Product Identification and SWOT Analysis paper
Must be three to four double-spaced pages in length (not including title and references pages) and formatted according to APA Style Links to an external site.as outlined in the Writing Center’s APA Formatting for Microsoft Word Links to an external site.resource.
Must include a separate title page with the following:
Title of paper in bold font
Space should be between title and the rest of the information on the title page.
Writing a critical essay involves analyzing a particular text or work of art and evaluating its effectiveness or merit. To write a critical essay, follow these steps:
Choose a topic: Select a text or work of art that you want to analyze. This could be a book, movie, piece of artwork, or even a speech.
Read or watch the work: Read or watch the work carefully, taking notes as you go. Pay attention to the themes, characters, plot, and any literary or artistic techniques used.
Research: Conduct research on the work to gain a deeper understanding of its context, history, and cultural significance. This can help you better evaluate the work’s effectiveness.
Develop a thesis statement: Based on your analysis and research, develop a thesis statement that articulates your argument or perspective on the work. Your thesis should be clear, specific, and debatable.
Write an outline: Organize your thoughts and arguments into an outline, which will guide the structure of your essay.
Write the essay: Using your outline as a guide, write your essay. Be sure to support your thesis with evidence from the text and incorporate your research to provide context.
Edit and revise: Once you have completed your first draft, edit and revise your essay for clarity, coherence, and style.
Example of a critical essay on a book:
Thesis statement: In George Orwell’s “1984,” the use of language as a tool of oppression reveals the dangers of totalitarianism.
In “1984,” Orwell depicts a dystopian society where the government controls every aspect of citizens’ lives, including their thoughts and language. The government’s language, Newspeak, is a tool of oppression that limits citizens’ ability to think critically and communicate effectively. For example, the government replaces words with their opposite to limit the range of ideas that can be expressed. The government also uses slogans and propaganda to manipulate citizens’ beliefs and emotions. By showing how language is used as a tool of oppression, Orwell reveals the dangers of totalitarianism and the importance of preserving free speech and thought.
Example of a critical essay on a movie:
Thesis statement: In “Get Out,” director Jordan Peele uses horror and satire to critique racism and the commodification of black bodies.
“Get Out” is a horror movie that doubles as a biting satire of racism and the commodification of black bodies. The movie follows Chris, a black man who visits his white girlfriend’s family and uncovers a horrifying conspiracy. Peele uses horror tropes to underscore the horror of racism, such as the “sunken place” where Chris is trapped. He also uses satire to expose the absurdity of the commodification of black bodies, such as the white family’s desire to transplant their consciousness into black bodies. By blending horror and satire, Peele creates a powerful critique of racism and its insidious effects on society.
In conclusion, writing a critical essay involves careful analysis, research, and evaluation of a particular text or work of art. By developing a clear thesis statement and supporting it with evidence and research, you can provide a thoughtful and persuasive critique of the work.
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