write a 2-Year marketing plan for a product or service
The product or service must be one that is currently being sold and marketed. Choosing a fictitious product or service will create problems when students begin their research.
Using Appendix A from the text book, Marketing the Core by Kerin, Hartley and Rudelius, (pages 43-59) each team will develop a 2-Year marketing plan that must contain the following sections:
Executive Summary
Description of the company that sells the product or service
Description of the company.
Description of product or service.
Strategic Plan/Focus
Situation Analysis (SWOT)
Market-Product Focus
Marketing Program Strategy-Tactics
Financial Projections
Organizational Structure
Implementation Plan
Appendix A: Biographies of key personalities (1-2 paragraph biographies of the project team).
Appendix B: miscellaneous data (optional)
Marketing Plans should look professional (portfolio quality).