Marketing Plan - Section 1

You will need to think of a business idea that you want to complete a marketing plan for. Some ideas you might consider include:

1. A family business 2. A product or business that you would like to invent/market/produce 3. A favorite product that you currently use, etc.

If you pick a large company with many products, then pick one specific product. Please feel free to contact your instructor with product/service/business ideas! Here is the overall outline: for the first section:

I.      Title Page

a.     Title: Marketing Plan for _(insert product name)

b.     Your name

c.     Prepared for MKTG 3300, Semester 20XX

d.     Instructors Name

e.     Date

II.      Company and Product Description (Chapter 1)

a. Company and Product Description – See Appendix A for an example (page 59) Attached Below



III.    Mission/ Goals/Competitive Advantage/SWOT Analysis (Chapter 2)

a.     Write a mission statement for your company.

b.     List three non-financial goals and three financial goals - please be sure to be specific and incorporate them into "S.M.A.R.T" Goals ( "S.M.A.R.T" Goals stands for Smart, Measurable, Attainable, Realistic, Time-Based).

c.     Write a competitive advantage

d.     Conduct a SWOT analysis of your product or business - create a table with this information.

IV.    Situational Analysis - (Chapter 3 - analysis will be based on internal and external factors that are likely to affect your marketing program)

a. External factors – create a table similar to Figure 3-1(page 74) Attached Below and identify three trends related to each of the five forces ( social, economic, technological, competitive, and regulatory) that relate to your product or service

b.     Describe how each of these trends represents an opportunity or a threat for your business

V.     Consumer Analysis (Chapter 4)

a.     Identify the consumers who are most likely to buy your product – the primary target market – in terms of their demographic, geographic, and psychographic characteristics and any other kinds of characteristics you believe are important

b.     Describe the main points of difference of your product for the target market. What makes this product/business/service stand out from the competition or makes it unique?

c.     Identify and explain the key influences for each of the four outside boxes in Figure 4-5 (page 107) Attached Below (you do not have to complete this for all of them, just the ones that would influence your business); (a) marketing mix, (b) psychological (c) socio-cultural and (d) situational influences

Please note that you will want to utilize secondary sources and terms from the chapter when completing this assignment and they must be cited with proper APA formatting.

Textbook:** Roger Kerin and Steven Hartley. Marketing: The Core. (9th ed.) McGraw Hill Education. ISBN # 978-1-2652-6714-8.

Report Requirements

· Single spaced

· 1” margins

· 12 pt font

· Times New Roman Font

· APA citation format

· Professional writing/language/sentence structure/tone/voice

· Use bullet points sparingly but where appropriate

· Use headings and subheadings where appropriate

· Page numbers

· No minimum or maximum number of pages – just be sure to have all the required information

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