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Gather several articles on the company (competitors and industry) that relate to its business strategies
and marketing activities. You should be able to find a minimum of 20-30 from a wide variety of sources.
Depending on the company, the number will vary.
Based upon the information contained in the articles or from other resources, choose/develop/analyze a
key marketing decision the company will have to confront within the next 6-12 months. This marketing
decision will then become the basis for your Marketing Plan.
From class and external material, you prepare a Marketing Plan (minimum of 20 pages excluding
appendices) that discusses in-depth how the company you investigated should confront the selected
issue in an overall Marketing Plan. Include in the Marketing Plan are sections on: (1) situation analysis;
(2) description and analysis of current marketing strategies employed; (3) decision or issue to be
researched; (4) development and evaluation of one (or more) alternative marketing strategies including
financial analyses (and implementation of the chosen alternative); (5) expected/anticipated competitive
reactions; (6) summary; and (7) appendices. In essence, you are preparing a Marketing Plan as though
you are hired as a consultant of the company. Be sure to use the Marketing Plan Guidelines handout as a
guide to setting up the overall Marketing Plan format and refer to the posted sample.
Sample of similar marketing plan will be provided for reference. As well as further detailed layout instructions.
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