Marketing Plan Instruction
Topic: Blackberry Limited (please focus on phone and software industry)
After doing the research, please write a 6-page (1” inch margin, 1½” spacing, 12-point font,singlespaced) Situation Analysis: This section consists of the following 3 sections.
a. Industry Factor (1 page): Summarize marketing activity (pricing, distribution, advertising, and
promotion) in your industry and list the 3 industry factors that you think will be most influential in your
planning.
b. Competitive Set: SWOT (2 pages): Focus on strengths and weaknesses of your company, and indicate
any significant direct and indirect competition.
c. Industry Forecast (1-2 pages): Using secondary data and your knowledge of the industry, estimate
what will likely happen in the industry for the next 5 years. A simple extrapolation method is sufficient,
although you should feel free to use a more sophisticated approach if you have the data.
