This assignment is due sunday 1/18/2026 at 3pm.
Instructions
Summative Project Week 7 Marketing Plan (CO6, CO7, ILO M.SK.4, M.BIS.2, M.IS.5, M.AL.1, M.DL.2)
Using Module 15 in the Lumens Principles of Marketing as a guide, complete the following sections of your marketing plan:
- Executive summary
- Marketing situation
- Industry analysis - description of primary industry, size of total market, market growth rate, type of market growth, life cycle of industry
- Competitive analysis - detailed competition (direct and indirect), strengths, weaknesses, and strategies of competitors, competitive advantages of competitors, barriers to entry addressed, your differentiation
- Customer analysis – rich description of customers in market, analysis of each segment in market (including those you intend to not target) including segmentation characteristics, needs of each customer segment, quantified segments, growth rate, and value of each segment, able to answer "Who is buying, where, how, how much, when and why"
- Company analysis – detailed description of your venture and analysis of firm's strengths and weaknesses, exact nature of venture detailed, including type of legal structure, configuration of the company, primary factors leading to success, your competitive advantage, key personnel (not everyone, just the key people)
- The marketing opportunity
- Marketing objectives
- Marketing strategy
- Target market – greater detail of your target market, who the customers are, why you are targeting them, pinpoint market needs and how you intend to fulfill those needs, quantify number of customers pursuing, share of market being sought, rationale for market penetration estimates, market value of target market detailed, and how much of that market value you intend to obtain
- Positioning – detail your intended positioning, the place the product/service will occupy in the minds of the target market in relation to competitors, your value proposition, link target market needs to positioning strategy, how you are distinguished from competitors, provides value and meaning to target market
- Marketing mix – detail your marketing mix: product, price, promotion, place, and people for a product or product, price, promotion, place, people, physical evidence, process, and productivity for a service; clearly outline exact configuration of each marketing mix element; cohesive mix with all elements mutually reinforcing one another
- Management team
NOTE: Do NOT submit the entire business plan. If you do ONLY the marketing section/plan will be graded.
NOTE: This accounts for 35% of your overall grade.
Supporting graphics
Minimum 4 pages and no less than 1400 words.
Minimum 4 current scholarly resources
Business professional format
APA formatting of citations and references required.