Capella Creating A Strategy For Marketing A Service

Hello, I had to pick a discussion post for my class and it has to be used in this assignment. I picked scotch porter the website is

Please see below and any question please let me know.

Shyu, M.-L., Chiang, W.-J., Chien, W.-Y., & Wang, S.-L. (2015). Key success factors in digital marketing in service industry and the development strategies: A case study of Fleur de Chine at Sun Moon Lake, International Journal of Organizational Innovation (Online), 8(1), 171–185.

Starkey, A. (2010). e-Retail – Using home delivery as a service differentiator and strategic marketing tool. Journal of Direct, Data and Digital Marketing Practice,12(2), 165–173.

Creating a Strategy for Marketing a Service

Competencies Addressed in This Assignment and Aligned to Learning Outcomes

The following competencies align with indicated learning outcomes and each criteria for the assignment aligns to a competency.

Competency 1: Formulate a comprehensive strategic marketing plan.

oCreate a marketing plan.

oBuild and sustain long-term customer relationships.

oAssess how to identify markets.

Competency 2: Analyze the process for developing a global marketing strategy.

oAssess how to identify markets.

Competency 4: Integrate ethical marketing practices into marketing strategies.

oBuild and sustain long-term customer relationships.


For the service you selected in the Unit 8 Discussion, write a 2–3-page marketing communication plan. In addition to the digital tools you used in your discussion posts, what other communication tools would you use?


In your assignment, complete the following:

1.Assess segments of a marketing plan for a service. Be sure to address and explain:

oYour target market for your service.

oThe appeal you expect to use for your plan.

oYour product, price and distribution strategies as part of your plan.

2.Compare how creating a marketing plan for a service is different from how you might create a plan for a tangible product.

3.Explain your strategy to incorporate ethics into your plan to ensure the building and sustainment of long-term relationships.


Your paper should meet the following requirements:

Written communication: Must be free of errors that detract from the overall message.

Resources and citations: Format according to current APA style and formatting guidelines.

Length of paper: 1800 words, double-spaced pages, not including the title page or the references page.

References: A minimum of two scholarly references other than the assigned readings.-

Font and font size: Times New Roman, 12 point.