Unit IV Research Project Marketing Plan

This week you will continue your comprehensive marketing plan researching the SAME company (Ford Motor Company) that you researched in previous units. Again you will research the various elements of the marketing plan as it relates to this company.

In Unit IV you will provide a comprehensive discussion of the products and/or services provided by your organization.

Product 

This section will provide a comprehensive look at the products, product lines, and services that are offered by yourcompany. This will include discussions about the quality of the product/service and other additions such as warranties,installation, service plans, or unique packaging features that are included with the product (if pertinent). Include adiscussion of whether your company's products/services would be considered business-to-consumer (B2C) or businessto-business(B2B).Branding is also considered a part of the product offering, thus a discussion of the branding effortsassociated with your company and the importance of said branding in the overall product offering should be included.Within this discussion, review the positioning strategy of your company.

Competitive Advantage

A competitive advantage is an important goal of every company, address whether your company has a competitive advantage WITH RESPECT TO PRODUCT. The idea is to discuss whether your company has a competitive advantagewith respect to their product offering and the attributes associated with product as discussed above. Competitiveadvantage with respect to promotion, place, and pricing will be discussed in later sections of the marketing plan. Once youhave stated your position, remember to include your rationale. BBA 3201, Principles of Marketing 4Your submission should be a minimum of two pages in length, double-spaced with a reference page and title page.References should include at least one additional, credible reference beyond the textbook. All sources used must bereferenced; paraphrased and quoted material must have accompanying citations and cited per APA guidelines. Includethe use of subheadings (this week consider using Product and Competitive Advantage in Product).