For your project, you will select a product or line from a Fortune 500 Company and develop a strategic marketing plan for all four phases.

The project will be submitted in four phases. Phase 1 will be a paper exploring strategic focus.

Phase 2 will be a situation analysis paper.

In Phase 3, you will explore the market product focus of the company you chose, and Phase 4, you will develop an integrated marketing mix strategy.

In this assignment, you will focus on the target market.


  • Analyze your objectives based on your target market. How do they relate to your strategic focus?
  • Develop a product and brand positioning strategy based on unique product features. How does the strategy relate to your target?
  • Create points of difference from the competition by constructing a differential advantage. Defend your position.
Marketing Phase 3