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Creating a Market-Based Strategic Plan for Rebounding the Crisis-hit Company

Part 1: Assignment Guide


I need this paper revised please see corrections and use U.S sources. Format: 10 pages total (typed, double spaced, Times New Roman 12 pt font, APA style. Page count does not include title page or references). Part 1 assignment will be the first 3-5 pages of your final paper, Part 2 guidelines should be added on to Part 1, resulting in 10 pages. The task for Part 2 of the paper is to create a market-based strategic plan for your chosen company to rebound from their crisis and begin to provide positive value for customers again. You should include the following elements in Part 2: I. SITUATION ANALYSIS: (At the time of the crisis) Performance, market conditions, and competitive position (it is helpful to use both financial and marketing metrics, so that you can assess how the crisis is impacting firm performance. E.g. using backward looking financial metrics like sales allow you to see if sales are being negatively impacted by the crisis). Use the Stericycle example in Ch. 14 (pg 466-470) for some examples. Target market: Use figure 5-8 in chapter 5 of the text to fully detail who your firm is targeting and what their needs are.

Why did you choose this market segment? How can you satisfy these customers? Use an empathic approach to understand the consumer’s needs and wants from the company at all stages of the customer experience. SWOT analysis (you can use your Week 6 written assignment). II. MARKETING STRATEGY (a plan to rebound after the crisis and repair the brand’s image) The main emphasis of your paper should be on this section, with A plan that balances creativity and structure (justification based on your Situation Analysis and objectives.) Include justification for the components of your plan and why/how you believe they will help the brand recover from the crisis. How will they overcome their ethical deterrents that arose from the crisis? Communication is especially important when a brand is facing a crisis. What media and type of messages will you use to communicate with your target market? Why have you chosen these specific attributes, media, etc.? Why are they suitable for your brand and your target market? Be specific and explain why. Include samples of your communications (e.g. A sample social media post, advertisement, video) Be specific in how you would use each type of media and how it facilitates reaching your objective. e.g. don’t just say “we will use social media.” – Explain which specific platforms, how will you use each of them, what will you post, and why.

PERFORMANCE PLAN What are the main objectives that you hope to achieve with your marketing strategy? Why did you choose these? o Why do you think your plan will get you there? What specific metrics would you advise the firm to use in order to assess the success of the plan? Are they financial and/or marketing metrics? Why? Are the metrics forward or backward looking? Which metrics are each and why did you choose those?

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