The steps for building a marketing plan include the following:
1.) Retailer Choice: Choose a retailer of interest to your group.
2.) Retailer History: Provide a brief history of this retailer. (1/2 -1 page)
3.) Mission Statement (Target Market, Objectives, Competitive Advantage):
If possible, locate the mission statement for this firm. Based on the mission
statement, attempt to discern the firm’s target market, its objectives (i.e., the needs it
is fulfilling and how it is attempting to meet these needs), and its competitive
advantage. (*Remember: A competitive advantage is usually based on a firm’s
resources or expertise.) If the firm’s mission statement cannot be located, use your
personal knowledge of the retailer to develop one. (1-2 pages)
4.) Description of 4 P’s: Provide a brief description of the four (4) P’s (i.e., products,
pricing, promotion and place) (1-2 pages
5.) SWOT Analysis: Conduct a complete SWOT (Strengths, Weaknesses,
Opportunities and Threats) analysis for this firm. (This section of your paper should
be the most detailed.) (2-3 pages)
6.) Competitor SWOT: Choose two of the firm’s primary competitors. Conduct a
SWOT analysis for each competitor. This section should be much LESS detailed
than Step #5 above. You may use bullet points or a graph to complete this section.
(1-2 pages)
7.) Personal Evaluation: Provide YOUR evaluation (based on above SWOT and
Competitor Analysis) of this firm’s market position. Suggest possible strategies to
improve this position (i.e., How would you alter the 4P’s to improve the competitive
position of this firm?) BE CREATIVE!! (1-2 pages)
Requirements:
Please insure that your paper is typewritten and presented in a way that conveys a
professional tone. (12 pt. font, Times Roman and double-spaced
