Description

Marketing Plan (30%)

This is an individual project where you will develop a comprehensive marketing plan for a ‘business to consumer’, existing, tangible product for a current Fortune 500 company. Pick a company that produces a very specific category of product – much like a shoe company. Avoid companies that are conglomerates like GE or Disney. Again, a business-to-consumer company – keep it simple and select a company you should study in business school. Your marketing plan can certainly be a signature piece of your academic portfolio when you are on the job market. Consider the marketing plan your final exam in the course. We will use Appendix 2A in our textbook as our guide for your Marketing Plan. The Plan will be delivered in two stages:

Stage One  Each student will provide a two-page, single-spaced, business block format proposal for the company and product/service you will use for your Plan. In the proposal include: a company profile including a brief five-year financial overview and its current marketing situation. Helpful sources for this assignment include: Datamonitor, Hoovers, Mergent, IBIS World – from our library databases.

Stage Two  This is your final. In week eleven, each student will submit his or her marketing plan document.  This is a 15-20-page, double-spaced, typed document. The framework of the marketing plan will be provided.  Ten minimum, quality references are required (APA format)  Submission through Safe Assignment  The Marketing Plan is an independent project testing your discipline of self-directed study. You are encouraged to start early and use your TA’s office hours to gain feedback. Manage this time carefully as your TA will need to balance his or her time as the term comes to an end. Consider this paper your ‘final exam’ and note that the paper will stand the test of safe assignment.1 attachmentsSlide 1 of 1

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UNFORMATTED ATTACHMENT PREVIEW

TRADITIONAL MARKETING PLAN TEMPLATE Dr. Sean D. Jasso Executive Summary: Presents a brief summary of the main goals and recommendations of the plan for management review, helping top management to find the plan’s major points quickly. Current Marketing Situation: Describes the target market and the company’s position in it, including information about the market, product performance, competition, and distribution. This section includes: □ A market description that defines the market and major segments, then review customer needs and factors in the marketing environment that may affect customer purchasing □ A product review that shows sales, prices, and gross margins of the major products in the product line □ A review of competition, which identifies major competitors and assesses their market positions and strategies for product quality,

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