INSTRUCTIONS
If you have an idea for a business, this is a good time to explore the idea. It’s better to have an unsuccessful marketing plan before you might invest in it.
The plan should be a new to the world product or service or an improvement over an existing one.
Please DO NOT submit a marketing plan of an existing company, product or service.
The entire marketing plan assignment needs to be in APA format and at least 10 pages (total for Parts A & B) in length not including the cover page or reference list.
You must have a minimum of 5 references in your entire paper.
This is the time to be creative and have fun with this project.
PART A:
The Executive Summary
This section summarizes the main goals, recommendations, and points as an overview for senior managers who must read and approve the marketing plan. Generally a table of contents follows this section, for management convenience.
Current Marketing Situation
In this section, marketing managers discuss the overall market, identify the market segments they will target, and provide information about the company’s current situation.
Market Description
By describing the targeted segments in detail, marketers provide context for the marketing strategies and detailed action programs discussed later in the plan.
Benefits and Product Features
Clarify the benefits that the product features will deliver to satisfy the needs of customers in each market segment.
Product Review
The product review should summarize the main features for all of the company’s products. The information may be organized by product line, by type of customer, by market, or by the order of product introduction.
Competitive Review
The purpose of the competitive review is to identify the competitors, describe their market positions, and briefly discuss their strategies.
Distribution Review
In this section, marketers list the important channels, provide an overview of each channel arrangement, and mention any new developments or trend
Strengths, Weaknesses, Opportunities and Threats Analysis
Strengths
Strengths are internal capabilities that can help the company reach its objectives.
Weaknesses
Weaknesses are internal elements that may interfere with the company’s ability to achieve its objectives.
Opportunities
Opportunities are external elements that the company may be able to exploit to its advantage.
Threats
Threats are current or emerging external elements that may possibly challenge the company’s performance.
