Objective: Design a marketing plan that will demonstrate entrepreneurial approaches to formulating product, price, promotion, and distribution strategies and action programs.
Introduction: Market planning to define and develop niche markets is a start-up strategy that can bring to light attractive opportunities where small business can compete against large competitors and be profitable right out of the gate. However, niche marketing requires creative forward thinking managers, skills and a marketing strategic mindset to carve out unique revenue streams.
Deliverables: Minimum 3-page paper
Step 1: Introduction and Preliminary Research Research Lesson Readings as well as external resources from the Cline Libraryhttps://library.nau.edu/ and/or the Internet, books, journals, etc. about strategic niche market planning. Write an introductory paragraph with a brief statement how a well-defined market niche plan can present attractive small business revenue stream opportunities.
Read the case study found in Exercise 4.1 in the Pearson eText in External Tools:
Nicher Allegiant Air: Going Where They Aint from Armstrong, G., & Kotler, P. (2013). Marketing: An Introduction (11th ed., pp. 51-52). Upper Saddle River, NJ: Prentice Hall.
Step 2: Write a 3-page essay
Write a 3-page paper answering and delivering:
Description of Nicher Allegiant Air’s approach to the market.
Description about the reason why the company took the marketing/business approach that they did.
Has it been successful?
Compare the market/business strategy of Allegiant to another large airline company.
How are they similar?
How are they different?
How did market research and planning make this a successful business?
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