Overview
Instructions,
The Marketing Plan is a semester long project that will use the skills/concepts from each chapter and apply them to a real plan. So you need an Objective, Situation Analysis (SWOT), STP, and 4Ps.
Subject Matter: You can pick any specific product/service (not a company/category/brand/type of product). For example (Pumpkin Spice Latte at Starbucks).
Marketing Plan Project (pg 61 of Textbook)
1. Exec Summary (1 Page Summary of Your Project) 2. Company Overview (1 Paragraph about your Company) 3. Objective/Goals a. What does the company wish to achieve? b. If the Marketing Plan is a success, what will be the result? 4. Situation Analysis (Industry Analysis and SWOT) a. Industry Analysis b. Strengths c. Weaknesses d. Opportunities e. Threats 5. STP (How would you divide the customers into groups?) a. Segmentation b. Target Market c. Positioning in that Target 6. Strategy a. Specific Marketing Actions to accomplish the goal/objective b. Product c. Price d. Place e. Promotion 7. Financial Projections (not required for project) 8. Implementation (not required for project) 9. Evaluation and Metrics a. How will we know that we accomplished the goal? b. What would the scoreboard look like if this was a sports game? TIMELINE for Project Week 3 – Select a Topic and Write one paragraph on the Company Week 4 – Define the Objectives and Goal of the Marketing Campaign Week 5/6 – Situation Analysis (SWOT) Week 7/8 – STP Week 9 – Strategies to accomplish your plan Week 10 – How will you measure the success of the plan?