• Use APA format. Your will respond to each question using indented paragraphs in font Times New Roman, size 12.
  • The references must be on a separate page at the end of the paper.

Check out these videos to help you (each blue link is a video)

  1. How to get started on Assignment 2
  2. How to use the Template
  3. Key Considerations for Assignment 2: Marketing and Brand Awareness
  4. How to use Grammarly

Marketing Plan and Sales Strategy


Target Market

  • Describe your target market (customers) in demographic terms (age range, income range, gender education, etc.). Use the template provided on page 107 in your textbook – see Chapter 7 for information and samples
  • Use actual data on the size of the demographic groups in your local community (nearby zip codes) – check US Census data for this. You will clarify how many people are in your area within 25 miles of your zip code that meet the description of your target market.


At American FactFinder (http://factfinder.census.gov), you will find demographic information on potential consumers in your area. If you are selling through other businesses (such as grocery stores), indicate the number of those businesses in your local area. You will find information about such businesses in your local area at County Business Patterns (http://www.census.gov/econ/cbp/). Check Chapter 2 of Successful Business Plan for more research sources.


Market Competition

  • Outline your key competitors using the factors listed on page 123 in your textbook, in  the “Assess the competition” table.
  • Explain how would you differentiate yourself from the competition using information from the Market Share Distribution worksheet (page 131).

Video to help answer this question: Competition

Company Message

  • Outline and describe the 5 F’s specifically for your company and product- check out page 160
  • Create a marketing slogan/ tagline for your product. You must determine the message you will want to convey through marketing.
  • Video to help answer this question: Company Message


Marketing Vehicles

  • Outline which marketing tools would you use to build your brand. These are the different methods you will use to promote your product (social media, website, billboard, sampling, trade fairs, etc.)
  • Explain why would you use each of these and why you believe they would be effective for your nonalcoholic beverage.

Notes: If you plan to use online marketing tactics, refer to the worksheet in the text (p. 171 | Online Marketing Tactics) to aid your response. Remember that even if you’re selling through grocery stores, you need to build your brand and social media is a major part of that in regard to beverages. Some of the marketing tactics that beverage companies use include sampling in grocery stores, building a following on social media, sponsoring events, and exhibiting at trade shows attended by retailers. You will use a combination of these tactics. For example, if you decide to give out samples in grocery stores, promote your sampling on your social media networks and those of the grocery store.

If you are planning to distribute through resellers, describe how you plan to reach them, for example, through industry trade shows or by establishing your own sales force. For information on trade shows, visit the Trade Show News Network (http://www.tsnn.com). You can exhibit or network at these shows.

Video to help answer this question: Marketing Vehicles



 Remember to use the same marketing tools in your Excel Worksheet as you complete the Marketing Budget. Use the hints and information provided in the description of this assignment.

Remember to upload the Excel document along with the Word document (attach the Word and then the Excel documents before you click submit).

How to complete SECTION 2- EXCEL DOCUMENT:

Overview of the Excel document

You must complete two tabs:

  1. The Setup (check the Business Plan Financials Guide)


How to complete the setup worksheet


  1. The Marketing Worksheet.


How to complete the marketing worksheet




Be sure to cite all your sources. Use APA to format all the references. Wikipedia and other Websites do not quality as academic resources

Here are examples of references (please deleted and replace with yours)

Bezzina, C., & Testa, S. (2005, June). Establishing schools as professional learning communities:  Perspective from Malta.  European Journal of Teacher Education, 28(2), 141-150.  Retrieved from Academic Search Complete database. doi: 10.1080/02619760500093156

DuFour, R. (2004, May). What is a “professional learning community”? Educational Leadership, 61(8), 6-11. Retrieved from http://pdonline.ascd.org/pd_online/secondary_reading/el200405_dufour.html

Greene, T. S. (2001, June). Schools as “learning organizations.” Available from ProQuest Dissertations and Theses database. (UMI No. AAI9994152)

Herbert, K. S., Murphy, K. M., Ramos, M. A., Vaden-Kiernan, M., & Buttram, J. L. (2006). SEDL’s Working systematically model: Final report. Southwest Educational Development Lab. Retrieved from http://www.sedl.org/cgi-bin/pdfexit.cgi?url=http://www.sedl.org/ws/pdfs/WS-final-report.pdf

Hord, S. M. (1997). Professional learning communities: What are they and why are they important? Issues . . . About Change, 6(1). Retrieved from http://www.sedl.org/change

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