AB 219 Lees Hair and Beauty Salon Goods and Services The attachment below will explain more about the assignment. For more information please send me a mes

AB 219 Lees Hair and Beauty Salon Goods and Services The attachment below will explain more about the assignment. For more information please send me a message. Running head: SHORT TITLE OF PAPER (50 CHARACTERS OR LESS)
Be sure that you change the running head above and also the headers on the subsequent pages.
REMOVE THESE RED INSTRUCTIONS AFTER YOU HAVE DONE THAT. If you do not
know how to do that, please email me.
DO NOT LOOK UP A BUSINESS ON THE INTERNET AND FOLLOW
THEIR MARKETING PLAN – THAT IS NOT THE IDEA HERE!!
Title of your paper
Your Name
AB 219: Marketing
Instructor: Diane Sykes, MBA
Date here
1
SHORT TITLE OF PAPER (50 CHARACTERS OR LESS)
2
Retype the title of your paper here, leaving the Title style
Remove all information typed in Red before you submit your paper (5 points off
if you do not take out all the red words). LEAVE THE BLACK BOLD
HEADINGS IN. Pretend that Lee will be taking this plan that you have written
to the bank to get a loan for her new marketing efforts. Complete each section of
the paper responding to the prompts. You MUST have 4 pages. The business for
1901A is: LEE’S Hair and Beauty Salon Goods or Services (be creative)
Company Description
Tell me where (town, city, state) the company is located and a little about Lee’s current business.
Mission
Using the online library, write a brief summary about what constitutes a strong market-oriented
mission statement.
Rewrite a marketing oriented mission statement for Lee’s business.
Redefine Lee’s Mission. Lee’s current mission is more of a product oriented mission statement.
For example, “We sell flowers” or “We make pizza.”
Situation Analysis
Introduce the situation analysis
Strengths and Weaknesses

Describe methods that Lee could use to identify her internal strengths and weaknesses.
Provide a couple of examples of Lee’s strengths and weaknesses.
External Environment Factors in _______ (city, state)
SHORT TITLE OF PAPER (50 CHARACTERS OR LESS)

3
Using the online library located in the Academic Tools area, conduct an environmental
scan (RESEARCH) of your local or city, and identify opportunities and threats to this
type of business. What is it like to operate this kind of business near you? Examples could
include competitive, technological, economical, sociocultural, political, and legal forces
that impact the businesses in your town or city.
SPECIFIC TO YOUR TOWN, CITY OR COUNTRY – So – who are her competitors? How
is the economy doing? What social or cultural factors influence her type of business? How does
technology impact her business? What laws, taxes, or political forces impact her business?
Competitive Advantage

After completing your environmental scan or situation analysis, identify Lee’s
competitive advantage against her direct and non-direct competitors in the city nearest to
where you live. Ex. cost, product, or niche

Explain what advice would you give to Lee in her quest to build a sustainable competitive
advantage?
Marketing Objectives
Marketing Plan Objectives

Set Marketing Plan Objectives for Lee’s.
S.M.A.R.T. Goals

Identify at least two S.M.A.R.T. goals (i.e., Specific, Measurable, Achievable, Relevant
and Time-bounded). This means that the 2 goals you set will have all 5 of these
characteristics. These individual characteristics are not goals in and of themselves. So,
my SMART goal might be:
SHORT TITLE OF PAPER (50 CHARACTERS OR LESS)
4
Set up a social media site and promote it with 5 posts a week for one year (one post each
week will be a discount or loyalty promotion). This goal is specific, measurable, achievable
relevant, and time-bounded.
Marketing Strategy
Target Market

Describe your target market strategy for Lee’s business. Paint a clear picture on who Lee
will be targeting for her product. Paint a clear picture on WHO Lee will be targeting for her
product. Describe her best customers. Describe the new customers she should find. Are these
types of people living in the city you chose?
Four Growth Strategies
Market Penetration: _______________
Market Development: ____________
Product Development: ______________
Diversification: _________

Identify four (4) strategies for growth for Lee’s business using market penetration,
market development, product development, and diversification.
The Marketing Mix

Briefly describe your marketing mix strategy (product, price, promotion and
distribution).
Implementation

Using the concepts from the text, explain how you will turn your plan into a reality.
SHORT TITLE OF PAPER (50 CHARACTERS OR LESS)
Evaluation

Using the concepts from the text, describe how will you evaluate and control your
marketing strategy. This section should include measuring your SMART goals for the business
because you wrote goals that are able to be measured.
Summary
5
SHORT TITLE OF PAPER (50 CHARACTERS OR LESS)
References
Lamb, C. W., Hair, J. F., & McDaniel, C. (2017). MKTG, 11e. Mason, OH: Cengage Learning.
6

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