Kix Shoes Product domestic and Launch in China

Design A New or Product Refresh Product Launch Plan in Microsoft®Word. The product launch plan will be for two markets: U.S. and one international market. Domestic market generally means the market where the company headquarters are located. If you choose a domestic market that is not the U.S. than your other market is required to be the U.S. Compare your product/service to at least one other competitor. This can be a product/service that is used by a team member in their individual assignment. The competitor does not need to be in both markets, you can have two different competitors, one for each market.Include the following:Brief SWOT (emphasizes internal market–Strengths, Weakness, Opportunities, Threats) and/or TOWS (emphasizes the external market–Threats, Opportunities, Weakness, Strength).A graph or chart if the team deems it necessary.
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New Product Launch Grading Guide
MKT/571 Version 10
Marketing
Copyright
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New Product Launch Grading
Guide
MKT/571 Version 10
Edited in accordance with University of Phoenix® editorial standards and practices.
2
New Product Launch Grading
Guide
MKT/571 Version 10
Learning Team Assignment: New Product Launch
Purpose of Assignment
Understanding the various phases of a product or service life cycle is critical when addressing a market. If your
product is in decline and the competitor’s product is in growth, your strategy for the product or service will be
different. This exercise will enable students to demonstrate an understanding of both their product/service life
cycle stage and a competitor’s product. It is designed to help students explore product mix strategies in the
various phases of a product or service life cycle. This tool is critical when addressing a market penetration,
market saturation or product/service decline.
Grading Guide
Content
Students design a New or Product Refresh
Product Launch Plan for two markets. The
product launch plan will be for two markets:
U.S. and one international market. The
product/service can be one used by a team
member in their individual assignment.
Students compare their product/service to at
least one other competitor. The competitor
does not need to be in both markets, they can
have two different competitors, one for each
market.
Students’ New or Product Refresh Product
Launch Plan includes a brief SWOT
(emphasizes internal market–Strengths,
Weakness, Opportunities, Threats) and/or
TOWS (emphasizes the external market—
Threats, Opportunities, Weakness, Strength).
Include a graph or chart if the team deems it
necessary.
Students’ New or Product Refresh Product
Launch Plan includes at least two of the
following:
• Definition of product or service.
• Description of product or service
marketing message.
• Why the product or service needs to be
introduced or refreshed (target audience).
• Address competition in each region and
how the new product or refresh provides
a competitive advantage.
• Evaluate the potential growth rate. Look
for information on similar
products/services to determine a three
year growth rate (Compound Annual
Growth Rate-CAGR). Information may
Met
Partially
Met
Not Met
Comments:
3
New Product Launch Grading
Guide
MKT/571 Version 10
Content
Met
Partially
Met
Not Met
Total
Available
Total
Earned
6
#/6
Partially
Met
Not Met
Total
Available
Total
Earned
2
#2
8
#/8
Comments:
be located in the University Library.
The New or Product Refresh Product Launch
Plan is a minimum of 1,050 words in length.
Note: Charts/graphs/tables do not count
toward the word count.
Writing Guidelines
Met
The paper—including tables and graphs,
headings, title page, and reference page—is
consistent with APA formatting guidelines and
meets course-level requirements.
Intellectual property is recognized with in-text
citations and a reference page.
Paragraph and sentence transitions are
present, logical, and maintain the flow
throughout the paper.
Sentences are complete, clear, and concise.
Rules of grammar and usage are followed
including spelling and punctuation.
Assignment Total
Additional comments:
#
Comments:
4

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