Part 1: Marketing Plan Overview

iviv543
timer Asked: Jul 22nd, 2017

Question Description

Teams will select a brand and develop a promotional plan for an existing company. Stretch yourselves and select clever and interesting organizations that allow you to showcase additional insight into the selected brand’s activity (Wildly popular brands such as Apple, McDonalds, and Coca-Cola, for example, are excluded). The professor must approve all selections.

The project will be completed in MS Word in APA format. Students will submit Part 1 in week 4 for review by professor. Students are to incorporate feedback from professor on Part 1 into final paper due (10-pages) in Week 8. The plan must use headings and sub-headings listed below. Title and reference pages must be included.

PART ONE: Due Week 4 (5-pages)

I. Introduction

a. Identify Brand

b. Industry:

c. Category:

d. Products/Services

e. Brand Positioning: How brand delivers value, anticipate needs better than competition)

f. Target Segments

g. Customer Profile/Persona

II. Current Marketing Mix Strategy (Product, Price, Place, Promotion)

III. Business Problem:

IV. Marketing Objective:

a. (Increase sales, attract new customers, new marketing channel, customer experience, gather customer insights, develop digital strategy, etc)

V. Market Analysis

a. Market Description:

b. Market Size:

c. Top 3 competitors

d. Market Trends

VI. SWOT Analysis (economic, technology, socio-cultural, legal/regulatory/political, environmental)

VII. Competitive Analysis (Porter’s Five Forces)

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