The primary objective of this assignment is to allow the student to demonstrate an understanding of the factors that can affect the

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The primary objective of this assignment is to allow the student to demonstrate an understanding of the factors that can affect the positioning decisions in the launch of a product or service, and the evidence-based (authoritative, research-based) decisions to forecast potential changes required in the marketing mix strategies through the PLC.

All products/services go through a product life cycle (introduction, growth, maturity and decline). These various stages influence the marketing mix strategies, which need to be adjusted to maintain “positioning” through the PLC.

A secondary objective is to understand the differences in a product launch in the selected targeted U.S. (domestic market) and international markets.  

Resources:

Chapters 12, 13, 15 and 19, Kotler & Keller. 2016)

Assignment Steps 

Generate a 900 product strategy in Microsoft® Word or using Riverpoint Writer.

Incorporate a product strategy that addresses the following:

·         At least three areas of the product life cycle (introduction, growth, maturity and decline).

·         How you will measure (what metrics will be used to determine success or failure) the marketing activities (chapter 1, Kotler & Keller. 2016).

·         Define at least two different marketing mix strategies (product, price, place, promotion), and how these will be impacted by the changing competitive environment and other factors in the PLC stages.  

·         Address at least 6 of the product differentiation factors defined in chapter 13, pg 371 (Kotler & Keller. 2016)

This assignment will be a continuation of the marketing plan for the global or multi-regional company you chose in Week 1. This will be incorporated into your overall marketing plan for Week 6.

Note: Charts/graphs/tables do not count toward the word count.

As in other assignments, do not use first or second person.  See the Course Policies for formatting requirements, including abstract, introduction, and conclusion.

Cite a minimum of three peer-reviewed references plus your textbook as your primary resource for marketing principles.

Format your assignment consistent with APA guidelines.

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