Summative assessment: strategic marketing plan/marketing metrics | MKT498 Integrated Marketing Strategy | University of Phoenix

Strategic Marketing Plan/Marketing Metrics

The owners of The Westside Coffee Company have asked you to help them define their target audience a bit more clearly.


Create a 4- to 6-slide Microsoft® PowerPoint® presentation in which you develop a consumer persona for each of the five segments using the Westside Coffee Company Customer Segments.


Make an annual marketing plan for The Westside Coffee Company using the marketing calendar template. Assign a budgeted amount to each marketing activity in the plan to calculate a total marketing budget. Reference Week 2 estimates to bring forward these costs as well.


Do a breakeven analysis using the following assumptions.


Retail Coffee Shop Store:

  • Price of a cup of coffee: $6.00
  • Profit per cup: $4.00
  • Average daily customers: 750 customers


Grocery store:

  • Retail price for bagged product: $9.99 per bag
  • Profit per bag: $3.33
  • Monthly sales of bagged coffee: 250 bags


Calculate the total marketing budget range for both the coffeehouse and the bagged coffee separately. Adjust to ensure the marketing budget falls between 7% and 10% of profits.


the PowerPoint presentation, marketing calendar, and budget analysis as 3 separate documents.

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