Posted: September 13th, 2017

Marketing Plan

Using the fictional start-up company of my choice, “Maine Lobster Exporting”, create a marketing plan for them to enter the foreign (non U.S.) market with the good,

“North Atlantic Ocean Lobster (Maine Lobster)”.

Write a five to six (5-6) page paper in which you:
1. Describe your company and its product in terms of its marketability.
2. Determine the key strengths and weaknesses of your company, as well as the opportunities and threats it faces within its industry.
3. Explain the marketing objectives of your company that are based on the findings of your secondary market research. Your marketing objectives should, at a minimum,

address potential customer profile and market segmentation. Explain the manner in which you conducted your secondary market research.
4. Outline the marketing goals in terms of the target market you selected, and describe the manner in which you would use marketing mix to reach that target market.
5. Describe the key method(s) that the company will use to implement the marketing mix that you have developed. The methodology should, at a minimum, focus on the

details of the different elements of the market mix and how your company will focus them on the target market.
6. Use at least two (2) quality references.

Part 2 / Assignment 2 – Marketing Plan 2

Using the fictional start-up company, “Maine Lobster Exporting”, continue to work on the marketing plan for the good, “North Atlantic Ocean Lobster (Maine Lobster)”

that the company is offering.
Write a five to six (5-6) page paper in which you:
1. Provide a detailed description of your company. The description should include, at a minimum, the product’s name, trademark, color, shape, packaging, labeling, and

any characteristics that you deem relevant.
2. Describe the company’s target market in terms of its size, competitors, and the specific needs and wants of potential customers that your product or service is

likely to satisfy.
3. Analyze the pricing strategy relative to the company’s pricing objective, and internal and external factors that could affect the pricing of the company’s goods or

services.
4. Determine the distribution strategy in terms of your target market, location, and selection of distribution channels.
5. Outline the promotional strategy in relation to marketing objectives, advertising program, and public relations activity.
6. Use at least two (2) quality references.

Formatting requirements for both parts:
1. Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA format.
2. Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the

reference page are not included in the required assignment page length.
3. IMPORTANT NOTE! Ensure the paper’s requirement questions/statements (numbered above under each separate part are actually written into the paper (reworded to blend)

and then answered/explained. This will ensure all requirements for the paper are met and easy to follow. And clearly divide and write the paper in two parts

(Assignment 1 and Assignment 2).

References: IMPORTANT NOTE! In an effort to ensure original work, please use the below references (and links within) for both papers.

(Textbook) Foundations of Marketing, ISBN-13 9781305180949, ISBN-10 1305180941
Author(s): Pride/Ferrell, Publisher: Cengage Learning, Copyright year: 2013

Department of Marine Resources State of Maine: Maine Marine Resources Laws and Regulations
https://www.maine.gov/dmr/lawsandregs.htm

Department of Marine Resources State of Maine: Maine Marine Dealer and Harvester Licenses, and Saltwater Recreational Fishing Registry
https://www.maine.gov/dmr/license/index.htm

U.S. Food and Drug Administration: Food – Guidance & Regulation – Exporting Food Products from the United States
https://www.fda.gov/Food/GuidanceRegulation/ImportsExports/Exporting/default.htm

U.S. Food and Drug Administration: Food – Guidance & Regulation -Export Certificates
https://www.fda.gov/Food/GuidanceRegulation/ImportsExports/Exporting/ucm2006911.htm

Seafood Business
https://www.seafoodbusiness.com/search.aspx?q=maine lobster

Seafood Business
https://www.seafoodbusiness.com/links.aspx

Seafood Expo Global

Home

Maine Lobster Promotion Council
https://www.lobsterfrommaine.com/pictures/pdfs/fixannualreport.pdf

Maine Import-Export Lobster Dealers’ Association
https://www.mainelobsterdealers.org/index.php

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