Marketing Plan
Completion of this project will enable your group:
Learn how to do a marketing plan and critically evaluate marketing plans in general.
• Help student think about marketing from a particular theoretical perspective and become familiar with an industry.
• Allows students to integrate and apply various marketing strategy concepts and frameworks introduced during the semester to improve the performance of a business.
• Improve student written and oral communication skills and help students learn how to work in a marketing group context.
• Improve student ability to reason logically, critically, and analytically.
• Learn how to make budgeted marketing strategies that can be recommended to clients or other marketing professionals to help them improve their performance.
• To improve skills in identifying relevant information and to summarize it in a useful form.
• To interpret the information in an appropriate manner for managers.
The write-up should cover the following issues:
-Title Page
-Table of content
A. Executive Summary. (summarizes the plan’s highlights and objectives)
– Current marketing situation (analyzes the current situation of the company, product, market, environment, and competition)
Market overview
i. Market demographics and needs
ii. Market trends and target market growth
SWOT analysis (2 By 2 SWOT Analysis)
i. Strengths
ii. Weaknesses
iii. Opportunities
iv. Threats
Competitive and industry analysis: (Analysis of major competitors’ dynamics and strategies)
– Product overview
B. Environmental analysis (examines environmental factors affecting the company, its
products, and its marketing)
i. Macro environmental factors (how demographics, economic climate, technology,
legal and regulatory issues may affect the marketing plan)
ii. Micro environmental factors (how suppliers, channel members, competitors, and
customers may affect the marketing plan)
1. iii. Competitive strategy (how the firm will compete) Analysis of major competitors dynamics and strategies
C. Marketing Strategy (discusses overall strategy and objectives)
a. Mission
b. Marketing objectives
c. Financial objectives
d. Target market(s) (major market segment identification)
e. Positioning
f. Strategy summary
D. Marketing Mix (describes major elements with specific activities, schedules, and
responsibilities for each program)
a. Product
b. Pricing
c. Promotion
d. Distribution
E. . Financials (includes budget details of expected revenue, expenses, and profits from
marketing programs-by month, by product, by territory, by manager, etc.)
a. Sales/revenue forecast(s)
b. Marketing expense budget(s)
c. Break-even analysis
d. Profit and loss analysis
F. Controls (shows how plan will be put into action, performance measured, and
adjustments made when necessary)
a. Implementation
b. Marketing organization
c. Contingency planning
G. Conclusion and Recommendations: This section should identify the knowledge and insight that your group achieved from the project, as managers make reference to previous sections. Outline your recommendations for the company.
H. Bibliography or Reference List using MLA style.
I. Appendices
Format of the Assignment:
The assignment will be written in essay format, 12 font, and Times New Roman. The assignment will be a maximum of 20 typed, double-spaced pages, not including appendices. The assignment must be submitted stapled or bind.
1. Each marketing plan should be short, concise, and well written in an organized manner.
2. Be specific, numerical, and detailed in your marketing plan.
3. Do not plagiarize the work of others. Cite your sources.
4. Correct spelling and grammar are required. Write simple sentences.
5. Do not use abbreviations, slang, contractions, or personal pronouns.
6. The marketing plan should be structured and written as if you were going to submit it to the vice president of marketing or present it to a business client.
7. Each group must select a different product or service.
8. The professor must approve each marketing plan topic.
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