You are the new marketing manager toThe Waters Bottling Company (WBC)of Munsonville, NH. They have never done any marketing for their water before so they will need to be educated as to the role of marketing in their companys success. They started their company last year and want to do it right according to their president and founder, Dr. M. Waters. (The M stands for Muddy so he prudently only uses the initial. He also is rather fond of Blues music, which he would like to incorporate into the marketing plan in some way.) They want to sell their crystal clear, granite filtered mountain water to the right market. It is your job to identify that target market. At this point, they dont even know how the product should be packaged or have a name to identify it. You will get to make that determination and carry that product through the entire Marketing Plan.
Imagination and creativity combined with solid marketing concepts will be the basic framework for your report. They will be relying on you for all of the details to make this product successful. They are well funded and ready to bring this product to market, with your help and guidance.
Use the attachedMarketing Planning Guideto build your marketing plan for their naturally mineral rich pure mountain water. Be sure to relate the marketing concepts/ theories to this product/ company as you build the marketing plan over the length of the course. The competed sections of the marketing plan will be submitted in theDropboxfor each module. Use each of the outline items as headers/ subheads for your analysis. Be concise and apply each of the appropriate concepts to the WBC scenario.
Marketing Planning Guide
Section 1 The Environment (Module 1)
Introduction to Marketing
The Marketing Mix
The Marketing Environment
Marketing and its relationship with other functional areas of business
Goals and Objectives
Ethics in Marketing
You will create a complete Marketing Plan by the end of the course. You will write the first section of the Marketing Plan for this assignment. Use theto identify the sections of the Marketing Plan and the marketing elements contained therein. This assignment will focus on Section 1 The Environment (Module 1).
Over the span of the course, you will gather information from a number of probable sources. Some of the sources may include, but are not limited to, the Internet, public libraries, business magazines, newspapers, theHarvard Business Review, theWall Street Journal, annual reports, consultant/industry analyst reports, databases, Department of Commerce publications, Temple and other university libraries, trade and academic journals, Moody’s, Value Line, etc.
You may be surprised and overwhelmed by the volume of information that is available for many topics, though you may have to do some “detective work” to locate them.
You may find Web sites such asandextremely helpful.
Create a 4- to 6-page Word document for your Marketing Plan Section. Apply a standard business writing style using the Market Planning Guide sections as your (headers/ sub heads/ bullets) to your work. Be sure to cite your work in the APA format.
Assignment 3 Grading Criteria
Description of the role and function of marketing for WBC.
Select/ create a product for WBC to market. Explain the Marketing Mix for this WBC product.
Analyze the Marketing Environment.
Discussion of the marketing function and its relationship with the other functional areas of the WBC.
Define the strategic marketing planning process.
Establish an organizational level strategy and include goals and objectives.
Discuss the ethical issues concerning marketing.
Applied current APA standards for editorial style, expression of ideas, and format of text, citations, and references.
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