Students will work in groups to develop a comprehensive Marketing Plan for a business start-up approved by the instructor during Unit 1 of the course.
The Group Marketing Plan assignment will require research into this type of business in order to identify potential market segments and their characteristics, select appropriate target markets, design a marketing mix that will optimize the profitability of the business, set targets and evaluation metrics, and develop a full implementation plan. Students should use resources from the optional reading list to guide them in the development and preparation of the Plan.
This plan will be presented to the Executive Committee of the company.
The written submission should be substantive, both in length (maximum 30 pages, double-spaced, 12 pt font) and content, directly and thoughtfully addressing the question or issue. Use APA format.
The report should be professional. The Product (the content, the presentation, etc.), Place (the manner in which it is presented to the professor), Price (the amount of effort required to read and consider the points – this is a place where clarity, conciseness and attention to grammar, and spelling and punctuation counts), and Promotion (how well your ideas are supported and whether to “sell” your position) work together as the professor evaluates your work.Required section, marketing research.
The section you are writing is the Marketing Research Section
Marketing Research
Industry
Analysis
What
is happening in the overall industry for this product/service
Consumer
Analysis
Demographics,
behaviours, and geographic considerations
Competitive
Analysis
Your
potential competitors and their strengths and weaknesses
Opportunity
Analysis
Information
to substantiate the opportunity you identified in the Consumer Analysis?
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