MARKETING PLAN GUIDELINES
OBJECTIVE: To analyze the current situation and make appropriate recommendations
for an existing consumer good or service.
ASSIGNMENT:
1) You are marketing consultants hired to develop a marketing plan for a company
marketing an existing consumer good (or a service). The company wants you to
analyze its current situation and make appropriate recommendations.
2) By March 1st, you will submit a typed Marketing Plan Contract, signed by each
member of your team, which outlines the consumer product you plan to analyze,
who will accomplish what Plan development tasks, when each person should
complete his or her responsibilities, and penalties for late or poor work (impact
on the peer evaluation form). Do not forget to include the company website if
applicable.
3) Your contract will have to be approved by the professor.
4) On May 10th or 15th, oral presentations of the project will be given according to
the schedule. They should be about 20 minutes long, including a mandatory 5
minutes period for questions.
5) On May 15th , the Marketing Plan (final paper) is due at the beginning of class:
a. The plan must be typed, double-spaced. The body of the plan cannot be
longer than twenty double-spaced pages with a ten to twelve point font and one-inch
margins all around. Do not include definitions of marketing terms. Failure to meet these
logistical requirements will result in a 10% reduction in your grade. Late plans will not be
accepted.
b.
i.
ii.
iii.
iv.
v.
The plan should have:
a cover page (with alphabetized names and ID numbers).
a table of contents listing the first page number of each of the major
topics, and appendices.
a well-developed body addressing the questions found below and
including bibliographical citations.
a list of references used.
an appendix when necessary.
c. Also, each team member is required to individually submit a peer evaluation
form or he/she may face a 10% penalty.
Listed below are the items to be addressed (if applicable) in the body of your Plan.
Please remember to include neither the question you are answering nor definitions of
marketing terms.
I.
A.
B.
C.
D.
Introduction and Product Description:
What is the specific product?
What is the specific company?
What is the industry?
Purpose of the plan.
II. Marketing Research:
A. What marketing research have you completed?
B. If you had the time and money, what additional marketing research would you do?
III.
A.
B.
C.
D.
E.
F.
G.
External Environmental Assessment:
Describe the economic environment and its impact upon the product.
What technological factors affect the product?
Are there any political or legal concerns?
Do the cultural and social environments affect the product?
Who are the main current and prospective competitors?
What are the respective market shares of the main competitors?
Are there any competitive barriers to overcome?
IV. Company Analysis:
A. What are the company’s overall objectives?
B. What are the sources of competitive advantage?
C. What are the strengths and weaknesses issues that you have discovered by analyzing
the company resources (should use a SWOT matrix here)?
V.
A.
B.
C.
Target Customer Analysis:
What is the target market? (Demographics, psychographics, and geographics).
What are the customers’ needs that the product satisfies?
What is the product’s market position? (Include a multi-attribute positioning map)
VI.
Diagnostic Summary
A. SWOT Matrix
VII. Short statement of strategic orientation.
VIII. Marketing Mix:
A. Product:
1. What is the appropriate product class?
2. What is the product life-cycle stage?
3. What are the product’s features and qualities?
4. Is customer service required?
5. Is a warranty offered?
6. How is the product packaged?
B.
1.
2.
3.
Place:
What is the ideal degree of market exposure?
How is the product distributed?
What are the transportation requirements?
C.
1.
2.
a)
b)
c)
d)
Promotion:
What are the promotion objectives?
What is the promotion blend?
What is the advertising plan?
Is personal selling be involved? How?
Is sales promotions be used? If so, which ones?
Is publicity used to promote the product? How?
D. Price:
1. Is the demand for the product price sensitive?
2. What are the pricing objectives and strategy?
VIII. Plan Implementation:
A. In summary, what are your recommendations?
B. What is the timing of the specific activities and events that you are recommending?
GRADING GRID
Contract
5 pts.
Introduction and Product Description
5 pts.
Marketing Research
5 pts.
External Environment Assessment
10 pts.
Company Analysis
5 pts.
Target Customer Analysis
5 pts.
SWOT
10 pts
Strategic orientation
5 pts.
Marketing Mix
Product
10 pts.
Place
10 pts.
Promotion
10 pts.
Price
10 pts.
Plan Implementation
5 pts.
My Overall Impression (consistency, clarity)
5 pts.
Total
100 pts.