MKT 440 Week 3 Digital Marketing Plan – Part I

Select a new product or service that will be sold online by either an existing organization or one you will create. This product or service will serve as the basis for the Digital Marketing Plan you will write throughout the course.

Obtain your instructor’s approval of your product or service before beginning this project.

Write a 2,100- to  2,450-word paper that includes the following:

• An overview of the organization
• A brief description of the product or service
• A SWOT analysis of the organization and offering
• A competitive analysis of the organization and offering with a special focus on online competitors
• The criteria you will use to segment your market and select your target market including geographic, demographic, psychographic, and behavioral factors
• The creation of two to three personas that you will target with your product or service
• A written positioning statement that identifies the following:

• Your primary persona
• The needs that drive purchase
• Your organization’s industry category
• How your organization solves the target’s needs
• Your organization’s competition
• What makes your organization different from its competition  

Include sources of secondary research that support your analysis.

Format your paper consistent with APA guidelines.

Submit your assignment to the Assignment Files tab.