Marketing Plan Project Instructions
Objective:
Develop a comprehensive marketing plan for a specific product or service of the organization, or for the
entire organization. The plan should demonstrate a deep understanding of marketing principles,
strategic analysis, and practical implementation.
Deliverables:
1. Written Report: A 5–10-page document (excluding appendices) detailing the marketing plan.
2. Presentation: A 20-minute presentation summarizing the key points of the marketing plan.
3. Supporting Materials: Include visuals, charts, or prototypes as needed.
Instructions:
1. Choose a Product or Service
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You should use the local company which was assigned to you.
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Clearly identify the product or service that will be the focus of the marketing plan.
2. Executive Summary
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Summarize the key elements of the marketing plan. (Approximately 1 page)
3. Situational Analysis
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Market Research: Provide a brief overview of industry trends, consumer preferences and market
conditions.
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SWOT Analysis: Analyze the strengths, weaknesses, opportunities, and threats.
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Competitor Analysis: Evaluate key competitors and their marketing strategies. You can use
Poter 5 Forces Analysis for this.
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Target Market: Define and describe the primary and secondary target audiences (include
demographics, psychographics, and behavior).
4. Marketing Objectives
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Specify 2–3 SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals for the
marketing campaign.
5. Marketing Strategy
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Positioning Statement: Craft a clear positioning statement.
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Value Proposition: Highlight the unique value the product/service offers.
6. Marketing Mix (4Ps/7Ps)
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Product: Features, benefits, packaging, and branding.
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Price: Pricing strategy and rationale.
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Place: Distribution strategy and channels.
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Promotion: Proposed advertising, PR, sales promotions, and digital marketing tactics.
(For services, include additional Ps: People, Process, and Physical evidence.)
7. Budget Plan
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Provide a realistic budget for marketing activities.
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Include allocation for advertising, digital campaigns, events, etc.
8. Implementation Timeline
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Provide a Gantt chart or timeline showing how and when marketing activities will be executed.
9. Metrics and Evaluation
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Define KPIs (Key Performance Indicators) to measure the success of the marketing plan.
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Include methods for collecting and analyzing performance data.
10. Conclusion and Recommendations
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Summarize the key aspects of the plan.
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Offer additional recommendations for long-term growth.
Assessment Criteria:
1. Comprehensiveness: Coverage of all sections of the marketing plan. (20%)
2. Analysis: Depth of market research and strategic insights. (20%)
3. Creativity: Innovative and feasible ideas for the marketing strategy. (20%)
4. Clarity: Logical flow, clear writing, and effective presentation. (20%)
5. Team Collaboration: (If applicable) Effective teamwork and equitable contribution. (20%)
Submission Deadline:
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Draft Presentation: November 28, 2024
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Written Report: December 6, 2024, 12:00 am
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Presentation: December 11, 2024
Notes:
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Cite all sources, plagiarism will result in disqualification.
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You can approach the Instructor for further guidance.