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Each student will choose an existing company/brand that has entered the Decline stage of
the Product Life Cycle and needs to be revamped.
• The company should have experienced a decline in popularity, sales, or growth.
• Use the Template for Writing a Marketing Plan in the Marketing Insight in Chapter 2 of
your textbook and create a marketing plan for the company/brand.
• The written report must use titles including the following components:
▪ Executive Summary
▪ Situation Overview
▪ Goal
▪ Strategy: Target Market
▪ Strategy: Value Proposition
▪ Tactics
▪ Implementation
▪ Control
▪ Biblical Application (500-750 words) (How the biblical foundation should be
incorporated to achieve company marketing goals)
• The paper is to include five (5) verses from Scripture that build the foundation for
Christian worldview.
Prepare the Portfolio Paper using the following guidelines:
• 3,500 – 4,000 words using APA formatting, including title and reference pages
• Must include a title page (title of paper, your name, course name and course number, and
date of submission)
• Must include a reference page
• Include biblical foundations application (500 – 750 words)
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