Define how you will deliver satisfaction and maintain customer loyalty, customer profile, demos and other important information

Marketing Plan – Written Report
This is a core assessment of the course. You will prepare a marketing plan. The subject of the plan will be a product of your own choice, either a product idea of your own or a new product.
There are two parts to the Marketing Plan. The written report is due in Unit 7 as a Word doc, and the accompanying PowerPoint presentation will be due in Unit 8. The entire project will be broken down by unit milestones to guide the progress of your research and writing. It is not required that you submit unit research to your instructor, but please feel free to ask questions along the way.
Unit Milestones
Unit Milestone
1
Determine which product/service/company you plan to use.
Begin research and an analysis on its competitive environment
2
Complete research and development for
initial research on defining target market
demand forecast
complete value proposition
define how you will deliver satisfaction and maintain customer loyalty, customer profile, demos and other important information
3
complete research and development for
specific market segmentation, targeting, and positioning statements
develop “branding” strategy for your produce/service
decide on brand name,
develop equity position and include the decisions in developing the brand strategy.
4
complete research and development for
product/service’s brand positioning
differentiated brand positioning of your product/service
identifying who the market leaders are for your chosen product/service
identifying the niche that your product/service is in
deciding whether your product/service is going to be a leader, follower, or challenger to well-established products or brands
5
complete your research and development for
setting product strategy/designing or managing services
developing pricing strategies and programs
product or service strategy
6
complete your research and development for
channel decisions for getting your product/service to the consumer
retailing, wholesaling, and logistical marketing plans
plans for locations, hours of operations, and how your “service” plans on managing demand and capacity issues (if applicable)
an integrated marketing communications matrix
7
complete your research and development for
advertising program complete with objectives, budget; advertising message and creative strategy
media decisions, and sales and promotional materials
direct market channels plans (if applicable)
consumer-adoption process for your new product
how the consumer will learn about your new product/service and how quickly they will adopt it
how the product will be targeted to the heavy users and early adopters first, then early, and late majorities
the estimated time for full adoption.
Submit complete marketing plan
Total Points
Requirements of the Written Report
The entire written paper should be 10-12 pages long.
Be sure to use the same headings as seen below for your written report.
Reference the marketing plan outline and core assessment rubric to create an organized marketing plan of high quality.
Be sure to use the same headings as the marketing plan outline
Refer to the core assessment checklist to write a high-quality report.
The report should contain a cover page, a table of contents, reference page and appendices when necessary.
Marketing Plan Outline
Executive Summary
Situation Analysis
Market Summary (demographics, needs, trends, growth)
SWOT
Competition
Product Offerings
Distribution
Marketing Strategy
Mission/Objectives (marketing and financial)
Target Markets
Positioning
Strategies
Marketing Mix/Program
Marketing Research
Financials
Break-Even Analysis
Sales Forecast
Expense Forecast
Controls
Implementation
Marketing Organization
Contingency Planning

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