MKT 400 Milestone Two Guidelines and Rubric Overview For this second milestone,

MKT 400 Milestone Two Guidelines and Rubric
Overview
For this second milestone, you will identify key attributes of a brand in the growth stage, assess how the marketing mix is used at this stage to develop brand equity and how it may impact brand perception, and describe the role of stakeholders in this stage.
Prompt
For this second milestone, you will analyze a brand that was in the growth stage, faced competition, and needed to differentiate itself from the competition.
Select one of the following brands previously in the growth stage to analyze for your final project or one of your own choosing:
Amazon
Facebook
Netflix
Samsung Galaxy Phones
Starbucks
If you are choosing your own brand, check to see if it is appropriate by posting any questions to the General Questions discussion and determine whether there are sufficient resources to cover all aspects of the assignment.
As you write, consider the following:
What are the key attributes of a brand in the growth stage?
How does the brand use the marketing mix to differentiate itself from competitors at the brand growth stage?
How does the marketing mix impact brand perception to ensure interest and engagement during this stage, addressing benefits and possible risks?
What are the roles of internal stakeholders (e.g., sales, brand managers) for a brand in the growth stage?
What is the role of internal or external stakeholder involvement in the growth process?
Please address the following critical elements:
Describe the attributes of this life cycle stage.
Identify the 4P’s of the brand.
Describe how the brand uses the marketing mix elements as a guide.
Analyze the impact of the marketing mix on overall brand perception.
Describe the role of internal stakeholders in this brand stage.
What to Submit
This milestone should be submitted as a Word document, 2 to 3 pages in length, double-spaced, using 12-point Times New Roman font, and one-inch margins. Reference scholarly or peer-reviewed sources from the required and optional resources in this course or from the Shapiro Library to support your claims. All references must be cited in APA format.