The Marketing Plan: Part 1

Unit 2 Assignment Directions: Marketing Plan Part 1 – Situation Overview and Goal

Purpose

According to your textbook, “The marketing plan directs and coordinates all company marketing efforts. It is a tangible outcome of a company’s strategic planning process, outlining the company’s ultimate goal and the means by which it aims to achieve this goal (Kotler et al., 2022).

To build your marketing plan, you will acquire knowledge of your selected topic through primary and secondary research and convert that knowledge into a cohesive marketing plan. Your marketing plan will demonstrate value to customers and reflect a vision for profitability that encompasses the new realities of today’s dynamic and advancing marketing environment. Each element of the plan will build upon the previous one; utilizing your findings and instructor feedback from earlier submissions, you will edit the previous section to develop a complete marketing plan with an executive summary and collective reference list in the submission of Part 3.

Part 1 of your marketing plan evaluates the company and current environment, developing a foundation for the subsequent plan by evaluating the company and current environment.

Task

Complete Part 1 of your marketing plan

In Part 1 of your marketing plan, you will:

1. Review and download the Marketing Plan Template for information on developing the content for your assignment.
2. Refer to the Full Marketing Plan Example for additional guidance.
3. Complete the situation overview for your selected topic.
   1. Include the following elements:
      1. Situation Overview
      2. Environmental Scan
      3. Goal/Objectives and Terms

Reminder: The template contains the components of the entire marketing plan. This unit only focuses on Part 1. You do not need to add the components for Parts 2 or 3.

Format Requirements

Format your submission to comply with these requirements:

• Create your marketing plan in a Microsoft Word document formatted as a professional document.
  • One-inch margins
  • Double spaced
  • 12-point Times New Roman font
• Follow the basic outline depicted in the Marketing Plan Template.
• Organize sections using headings and subheadings to improve readability.
• Include tables, graphs, and figures as appendices.

Research and References Requirement

• All statements of fact must be supported by a credible source, and that source must be cited using in-text citations. See Is My Source Credible?
• Include a list of your sources. The reference list is required and should appear at the end of each submission and then moved to be combined at the end of Part 3. The references will be on a separate page.
• As you conduct research for your selected topic, remember to use the UMGC Library research guides and databases, such as ABI/INFORM.