Option #1: Marketing Plan for a Company and Product/Service
Your final project is a marketing plan for the company and
product or service of your choice. If you are choosing a large global company,
you MUST create a new product. However,
this new product may be an upgrade of an existing product.
You need to select a company that you have not used for your
other assignments in the class. Your plan information should address all areas
covered in this course for a marketing plan. The “Company-Business
Profiles” link found in the Library under the How to Find section, is a
great place to look for company information for this assignment.
Below is the outline to be followed for this assignment:
SectionLengthExecutive Summary. This provides a busy
executive everything he or she needs to know to invest (or not) in your proposal.
It captures your key proposal and recommendations/decision factors and
projected outcomes of the plan’s recommendations.
Note: This is not an introduction to the marketing plan.
Typically, the executive summary is written after the plan has been
completed.1/2 pageCompany Overview. A brief description of the company,
including its mission statement, background, and competitive advantages.1
pageSituational Analysis. SWOT analysis—Strengths, Weaknesses, Opportunities,
Threats facing the company. Also include any other external factors that my
influence future sales, such as legal or social activities.2
pagesObjectives/Goals. Briefly describe your proposal–what’s new and why. What
is the opportunity to be addressed or the problem to be solved?1/2 pageSegmentation
and Targeting Analysis. Define and explain why segmentation is needed. Explain
the approach taken (e.g., the use of demographics) taken, and name market
segments. Define and explain why targeting is needed, and roughly size your
target market.1 pageMarketing Strategy. Explain and support your marketing mix
component decisions, using the 4 P’s, academic concepts, and academic reference
sources. Create one perceptual map (See Section 5.4 of the textbook for an
example.)2 pagesBranding Strategy. How will the brand be developed and
supported? What will be the “implied promise” of the brand?1
pageEthical Considerations. Explain how the proposed plan aligns with the
company’s statement of ethics and corporate social responsibility.1/2 pageFinancial
Projections. Present a summary spreadsheet. For example: years 1, 2 and 3 units
sold, sales volumes. Estimate marketing expenses for promotions/advertising.
What is the projected timeline of the product life cycle’s introduction and
also growth stage?1 pageConclusion1/2 page
Requirements:
Eight to ten pages, not including the title and reference
pages. Note that page counts are listed
in the outline
Application of marketing models, theory, terminology, and
concepts throughout the plan
A minimum of six references, in addition to the textbook and
assigned readings. Include at least two peer-reviewed articles.The CSU-Global
Library is a good place to search for credible, scholarly sources.
Create frequent headings and sub-headings for easy scanning
and readability.
Note: As you can see the maximum length for your paper
should be nine and a half pages. No
paper will be accepted if it is over eleven pages. Stay with the length requirements as noted
above!
