Describe the market, its anticipated growth, revenue opportunities, past performance, etc.

Single-spacing, Arial size 12 font.
Please carefully proofread your slides for correct grammar, correct capitalizations, etc.
Please remember to include APA citations, and use correct APA citation style.
Please include the following sections. Use BOLD sub-headings to identify each category. I’m not looking for “tonnage,” but rather sharing specifics throughout your plan to demonstrate your marketing knowledge.

1. Title Page: Your Name, MKT 3500, Summer 2021, Business Name.
2. Product or Service Description
Business description, including why the business was chosen.
3. SWOT Analysis
The SWOT Analysis is written in bullet form and some narrative with greater detail below the section with your bullet points.
The SWOT Analysis must demonstrate a clear understanding of the following:
Strengths:that your business brings to the market and that make your business a strong competitor
Weaknesses: your business needs to address.
Opportunities: your business needs to exploit.
Threats: These include forces your business cannot control, but are there – the economy, the competition, political/legal environment, etc.
4. Target Market
Describe your target market, be very specific. For example, “customers” is not specific. “Adults” is not specific. “Women” is not specific. Use what you have read in your textbook. Use: demographics, psychographics, geodemographics, geographies, behavioral segments, or other segmentation criteria.
Describe the market, its anticipated growth, revenue opportunities, past performance, etc.
Create persona’s for each of your targets and describe them, perhaps even including a picture. Here is an article on creating personas: https://contentmarketinginstitute.com/2017/09/actionable-content-marketing-personas/
5. Competitive Analysis
Your Competitive Analysis section should focus on two key competitors. You may include potential substitutes if you do not have direct competitors.
6. Pricing Structure
Determine the price your business will or should charge for key products or services with the rationale.
7. Channels of Distribution
Explain how your business will work with channel partners or other partners to help promote your product or service to your target consumers.
8. Objectives/Goals
For this section of your plan you want to clearly state five (5) marketing objectives/goals for your client business. Be very specific. Know how you will measure success and by when for each objective.
Objectives/Goals: Here are examples of specific objectives/goals:
*By December 31, 2022, the marketing team will reach 6,000 marketing-qualified leads every month.
*By January 1, 2022, we will increase Facebook engagement (comments and shares) by 20%.
Be realistic.
Objectives must also be consistent with the priorities of the organization.
Remember what you have learned about objectives from previous modules and readings in your textbook.
9. Promotion: Integrated Marketing Communications (IMC) Promotion Plan
You will need to outline your integrated marketing communications (IMC) plan. If there is an overriding strategic phrase you deem important to the success of this business, please include that phrase.
Your plan should demonstrate strategic knowledge of and use of an appropriate mix of advertising, public relations, social media, sales promotion, direct marketing, and personal selling. Please remember the distinction between “marketing” and “paid advertising.”
Remember to review all of the types of marketing I have shared with you previously. Think strategically. Which types of marketing will be most effective for this business? Why? When during the year? Why? Be realistic. No business has unlimited marketing budgets. Over the course of a year, how would you invest marketing money on behalf of this business if you owned the business and you were spending your own money?
10. Metrics: How Will You Measure Success of Your Plan?
Include appropriate benchmarks and metrics that explain how you will measure the success of your marketing plan. Review your five objectives and explain how you will measure success and when. Be specific. Remember, this is a marketing plan, but you do need to link it to business success. If you only increase brand awareness, will that affect the bottom line?
11. Include reference page. Please submit on time. Please see syllabus. There is a late penalty if this comes in late.
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Objectives/Goals:
Here are examples of specific objectives/goals:
*By December 31, 2022, the marketing team will reach 6,000 marketing-qualified leads every month.
*By January 1, 2022, we will increase Facebook engagement (comments and shares) by 20%.

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