Strategic Marketing Plan AT&T Inc. Part A: Environmental Analysis and SWOT Analysis. Use relevant sources as citations a

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Strategic Marketing Plan
AT&T Inc.
Part A: Environmental Analysis and SWOT Analysis. Use
relevant sources as citations and references. Use minimum of one
citation per section and one per chart. List references at the
end.
Company Description
Describe the company you are designing the plan
for. Include all:
Environmental Analysis
Analyze the forces that affect the company and
marketing efforts. Do not just list or report on forces.
Write about 250 words for each force. Use
citations to show how and where references are used.
Competitive Forces
Analyze the company’s key competitors. You may
choose to use a BCG Matrix or attribute checklist to compare your
company against its competitors. Describe any strategic moves the
competition has recently made. Estimate your market share. Identify
key competitive advantages against competitors.
Economic Forces
Analyze the economic environment in the areas
affecting your business. Consider differences within your industry
and the economic impact on suppliers. Consider impact of pandemic
on company.
Political Forces
Analyze relevant political forces. Examples may
include an election year or a law to drastically reduce or
eliminate plastic waste in your county.
Legal, Regulatory, and Ethical Issues
Analyze the legal, regulatory, and ethical
issues that may affect your business. Considerations may include
local laws such as a ban on the use of plastic bags, the ability to
post billboards, or a possible increased regulation on direct
mail.
Technological Forces
Analyze whether your company will be affected
by emerging technologies or trends in hardware and software
industries
Social Forces
Analyze social trends and how they may affect
your business. Considerations may include if your business will be
affected by demographic trends, a growing dependence on computers,
or whether interest in your product might be affected by growing
preferences in the way things are done or changing social
values.
Current Target Markets
Define the company’s current target
markets. Describe the demographic, geographic,
psychographic, and product usage of these
targets. Use citation.
Review Current Marketing
Review the company’s current marketing
tactics. Consider how people find out about the product,
how they get information about the product or service, what might
be involved in the buying process, and what money is available for
marketing. If your company is a start-up, describe your
competitors’ current marketing. Use citation.
SWOT Analysis
Assess your company’s strengths, weaknesses,
threats, opportunities, and then evaluate how to address these in
your marketing plan. Make sure you analyze
and not just list elements of SWOT. Use
citations.
Strengths (internal)
Assess your company’s competitive advantage.
Consider core competencies, assets, location, practices, etc. that
are distinct in the way the organization meets the needs of its
customers.
Weaknesses (internal)
Assess what limits the company may have in its
current marketing strategy. Consider if there is a company weakness
that needs to be addressed through public relations and/or
marketing.
Opportunities (external)
Assess the opportunities you see based on
trends or environmental conditions.
Threats (external)
Assess the threats or limitations that may
interfere with the company’s ability to meet its objectives or
interfere with marketing plans.
Strengths to Opportunities & Converting Weaknesses
and Threats
Convert weaknesses and threats to strengths or
opportunities, then strengths to opportunities in the marketing
plan. Consider the implications for addressing supplier
relationships, implementing new technologies, or changing the
product line or addressing new markets. Use
citation.
Marketing Objectives
Establish marketing objectives based on the
results from the SWOT analysis. Marketing objectives must align
with corporate objectives, modified by the company’s resources.
Objectives should include a date for the completion of the
objective and the way in which success will be measured. For
example: The company will expand its marketing efforts to include a
new market segment of 21- to 29-year-olds. This will entail the
development of a customized product by June 2020 that will address
the specific psychographic and technological needs of this age
group. This strategy is expected to attain a 20% growth in overall
sales by January 2020. Customer loyalty (willingness to recommend
the product) will increase by 30%. Use SMART goals
(specific, measurable, attainable, realistic, time-bound.
Use citation.
Increase sales by 30% is not SMART. Increase sales by 10% per
quarter for fiscal year is SMART.
References in APA format
Part B: Marketing Data Analysis
Name of company:
Add citations into the chart to show how and where sources were
used. Do not use URL alone as citation or reference. Use proper APA
reference format. Use citations in each chart. Add references to
the end of document.
Worksheet includes: internal data, secondary data, primary data,
customer relationship management (CRM) and CRM events.
Please delete the examples.
Internal Data
Evaluate internal sources of information
available to you inside the organization and what information you
will receive from each source. Identify 3-6 sources of internal
data. Insert or remove rows as needed. Delete example. Use
citations.
Secondary Data
Evaluate secondary data sources and the
specific information you need from each source. Insert or remove
rows as needed. Identify 3-6 sources of secondary data. Examples of
secondary data: industry and/or government reports, business/trade
journal articles. Delete example. Use citations.
Primary Data
Evaluate primary data needs to create and
evaluate the marketing plan. Insert or remove rows as needed.
Identify 3-6 sources of primary data. Primary data is market
research conducted by the organization. Information is proprietary,
includes: surveys, focus groups, social media research, interviews,
ethnographic research (watching people use products). Delete
example. Use citations.
Customer Relationship Management
Establish customer touchpoints
and develop appropriate CRM events. Identify 3-6
sources of customer relationship data that could include customer
acquisition, retention, repeat business, loyalty, and
profitability. Include CRM event. Insert or remove rows as needed.
Delete example. Use citations.
References (for Part B):
Part C: Market Strategy, Marketing Channels,
Implementation, and Monitoring
Name of company
New Target Markets
Determine any new markets for your strategy and
describe how you will provide value to each target market.
Marketing Mix for New Target
Markets
Determine adaptions for each new target
market (address all elements).
Marketing Implementation
Create the implementation for your marketing
plan. Describe how you will organize and implement
the plan, such as whether it will be organized by market,
geography, and who is responsible for marketing decisions.
Marketing Communication Channels
Evaluate marketing communication channels you
will use to reach selected audiences. Include Internet and
traditional communication channels to convey key messages. Describe
advantages and disadvantages of each channel you select; include
3-6 channels. Insert or remove rows as needed. Use citations.
Delete example.
Strategic Actions
Develop specific activities required to
implement the marketing plan. Identify the person or role who will
be responsible for each action, when it will be complete, and what
standard or metric indicate that the activity is complete. Include
3-6 strategic actions. Insert or remove rows as needed. Include
metrics/measures. Use citations. Delete example.
Monitoring
Develop the measurement to identify how you
know you have been successful for each strategic action. Specify
the measures to track performance against goals. Identify standard
reports from your online and traditional marketing efforts. Include
3-6 ways to monitor. Insert or remove rows as needed. Use
citations. Delete examples.
References: use relevant sources, use APA
format