Using the same hypothetical company from Assignment 1, for this assignment, you will focus on the company’s branding strategy, primary and secondary target markets, positioning statement, and consumer behavior.

Note: You should create and/or make all necessary assumptions needed for the completion of this assignment.

Instructions

Create the second part of your marketing plan:

1. Describe or list the feedback you received on Part A of your marketing plan. Explain how you will use the feedback to improve your plan.
2. Develop a branding strategy for your product / service that covers the brand name, logo, slogan, and at least one brand extension.
3. Thoroughly analyze the primary and secondary markets that you want to target. Thoroughly include the demographic profile (e.g., age, gender, ethnicity, etc.), psychographic profile, professional profile, geographic profile, and any other segmentation variable you deem necessary.
4. Prepare a positioning statement. Include a perceptual map that shows your company’s position against its competitors. From this map, create a statement that depicts your position.
5. Examine the relevant consumer behavior for your target market. Explain the main reasons why the brand name, logo, slogan, brand extension, as well as the positioning statement are right for the identified target market.
6. Use at least three academic resources as quantitative marketing research to determine the feasibility of your product / service. These resources should be industry specific and relate to your chosen product / service.
   Note: Wikipedia and other similar websites do not qualify as academic resources.

Your assignment must follow these formatting requirements:

• Be typed, double- spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
• Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.

The specific course learning outcomes associated with this assignment are:

1.   Analyze marketing environments and strategies used to strengthen product or service positioning.

c.   Examine the marketing science of customer behavior and products in the marketing exchange process.

2.   Evaluate marketing strategies used to create/communicate customer value.

a.   Analyze the marketing framework through a situation analysis.

b.   Evaluate target customer segments and positioning products within these segments.

c.   Evaluate the basis for market segmentation and approaches to segmentation.

3.   Create an effective marketing plan.

a.   Develop recommendations based on market analysis and strategy.

b.   Develop strategies to assess performance and achieve marketing goals.

c.   Develop dynamic strategies for competing.

d.   Develop branding strategies for existing and new products or services.

Review the assignment instructions for the Final Paper in Week Five. Submit an outline for your Final Paper that includes the following: Develop an introduction with a thesis statement for the Final Paper. Create an outline of the major headings with a two- to three-sentence description of what you will discuss under each heading. Provide a references page for the sources used in the Final Paper (the Final Paper has a minimum requirement of five scholarly sources). State the complete bibliographic citation for the scholarly source following APA guidelines. Your outline must be two to three pages (excluding title and reference pages) and must be formatted according to APA style as outlined in the Ashford Writing Center. Here is week 5 instructions:ou are the manager of Acme Fireworks, a fireworks retailer who sells fireworks, puts on ground display fireworks, and large aerial display fireworks. The company started in the owner’s garage two years ago and now has 15 employees that you manage. The company started as a sole proprietorship, and the owner has never changed the entity. The owner has informed you that the company has received inquiries from several large businesses wondering if the company could create several fireworks displays on a regular basis. The owner told the inquirers that the company could fill such display orders, and a price per display was agreed upon. It was discussed that most of the cost for a fireworks display is for skilled labor, insurance, and the actual service of setting off the fireworks. No other details were discussed. The owner is anticipating that new employees will need to be hired, but he is worried that if the large orders for fireworks displays do not continue, the company will not have the funds to pay the new employees. The owner is now considering changing the business entity, but he does not know what entity to form or how to form it. The owner has asked you to do the following: Determine if the contracts with the businesses will be governed by common law or the Uniform Commercial Code (UCC), and explain why. Analyze whether the owner formed a contract with the businesses, and apply the five essential elements of an enforceable contract. Explain the potential personal liability to Acme Fireworks if a spectator is injured by a stray firework from a fireworks display. Discuss the different employment types and relationships relevant to agency law, and analyze the advantages and disadvantages of each type specific to Acme Fireworks. Explain why Acme Fireworks should not operate as a sole proprietorship. Recommend a new business entity, and provide rationale to support your recommendation. For each task, be sure to analyze the relevant law, apply the facts to the law, and make a conclusion. Writing the Final Paper The Final Paper: Must be eight to ten double-spaced pages in length (not including the title and reference pages), and formatted according to APA style as outlined in the Ashford Writing Center. Must include a title page with the following: Title of paper Student’s name Course name and number Instructor’s name Date submitted Must begin with an introductory paragraph that has a succinct thesis statement. Must address the topic of the paper with critical thought. That is, describe what your response is to the content, either positive or negative, and defend your position. If multiple options, alternatives, and/or positions are present and are being rejected, you must also defend the reasons for rejecting an option. Must end with a conclusion that reaffirms your thesis. Must include at least five scholarly sources, two of which must be from the Ashford University Library, in addition to the course textbook. Must document all sources in APA style, as outlined in the Ashford Writing Center. Must include a separate references page, formatted according to APA style as outlined in the Ashford Writing Center.