Term Paper
Each student will select a new product idea for a company that you know well or for a new product that you
are interested in to develop a marketing plan for it. This project is designed to help you to learn how to
create a marketing plan. The more information (focused, thoughtful discussion) presented increases your
grade.
The marketing plan should include the following topics. Note that Chapter 2 in your text (P. 61-65) contains
a sample marketing plan. There is also an example marketing plan in the text as Appendix A1.
I. An introduction to the company and the product introduced
II. Situation Analysis
a. Customers: What underlying needs are you trying to satisfy? What benefits do customers seek?
b. Competitors: Who do you see as your primary competitor(s)? What do you expect them to do
and how do you defend against those moves?
c. SWOT analysis (strengths, weaknesses, opportunities, threats)
III. Marketing Objectives
Define the potential market for this product in terms of profits and sales and briefly describe how
you arrive at these numbers.
IV. Marketing Strategies
a. Target markets: What segmentation alternatives exist? Which segment(s) will you choose to
target and why? Are there any trends / changes in these needs that you especially need to
consider?
b. Product strategies: Brand name, branding strategy, packaging, etc.
c. Pricing strategies: What are your costs? (Production, promotion, employees, etc.)? What price
will you charge (Show first how this is affordable for the consumers)?
d. Promotion strategies: Describe how you will market to your consumers; Have one creative piece
done as a demonstration of how you will market (Ex: an outline of a print ad or TV clip, a scenario
of what your sales person will say, a descriiption of how your event will play out, etc.)
e. Distribution strategies: How will you distribute your product in this market? Who helps you
create and deliver value? How do you motivate them to help you achieve your goals?
You paper will be evaluated in terms of content, analysis, procedure and format.
Required format:
• Cover page
• Double space, size: 12-point font (Time New Roman).
• Maximum of 10 pages
• Table of contents with page numbers
• Executive summary
(It is a stand-alone abstract of you entire analysis. Make sure readers will get a clear picture of your
entire report by reading this section).
• Reference list
