UNIT ONE-TARGET MARKETING PROJECT
PURPOSE:
This project will allow you to demonstrate what you have learned about target marketing, the marketing mix,
and the SWOT analysis. It will also give you the opportunity to develop a marketing plan for a company of your
choice. This project involves the following:
1. Working in a team, you will select a company and will conduct an in-depth internal and external SWOT
analysis on your chosen company.
2. You will analyze the way your company segments the market in order to create a target market. Based
on your analysis, you will develop a customer profile of the target market. You will describe the target
market’s demographic, psychographic, and geographic characteristics, as well as the behavioral factors
of your target market.
3. You will explain & critique the current marketing mix strategies (4 P’s) your company uses in order to
reach their target market.
4. Based on your SWOT analysis and your analysis of the company’s primary target market and marketing
mix strategies, you will create a new marketing plan for your company. Your marketing plan must
consist of the following:
a. The formation of a NEW target market
b. The development of a NEW marketing mix:
i. Product
ii. Price
iii. Place
iv. Promotion
5. You will present your project to the class and will develop a visual aide to accompany your presentation.
Target Marketing Project Rubric
The visual aide you create for this project should be creative and should contain all of the information about
your new target market and the new marketing strategies you have created. Your job is to persuade your
audience to support your marketing proposal. Your entire marketing plan should be realistic and feasible in
today’s commercial environment. All members of the group must take part in the presentation and speaking
times should be relatively equal among everyone in the group. Losing the rubric results in 10 points off!!
CRITERIA
4-SURPASSES
COMPETENCY
3-COMPETENCY
2-APPROACHING
COMPETENCY
SWOT analysis
Excellent and in-depth
analysis of the internal
& external factors
affecting the company
Extremely thorough,
detailed, and accurate
description of the
specific current target
market
Extremely thorough,
detailed, and accurate
description of the
current marketing mix
strategies
Realistic target market
with a complete &
detailed customer
profile
Strong analysis of the
internal & external
factors affecting the
company
Good description of the
current target market
Fair analysis of the
internal and external
factors affecting the
company
Description of the
current target market is
missing some detail
Good description of the
current marketing mix
strategies
Description of the
current marketing
strategies is missing
some detail
Poor analysis of the
current marketing
strategies
Good target market with
a solid customer profile
Poor target market;
unrealistic and little
detail on the customer
profile
Excellent, creative,
realistic & detailed
marketing strategies for
all 4 P’s of the
marketing mix
Exceptional creativity; a
project that can be used
to show other students
Realistic marketing mix
strategies for all 4 P’s of
the marketing mix
Fair target market; may
be somewhat unrealistic
and/or is missing some
detail from the customer
profile
Fair marketing mix
strategies developed;
missing some detail
Good level of creativity
Somewhat creative
Lacks creativity
Visual AideCraftsmanship
Excellent craftsmanship
Good craftsmanship
Fair craftsmanship
Poor craftsmanship
Presentation
Superior presentation;
obviously rehearsed and
extremely well
prepared; excellent
presentation mechanics
Excellent use of class
time; always stayed on
task and worked as a
team; obviously worked
on project outside of
class
Good presentation; may
have done some
preparation; good
presentation mechanics
Fair presentation;
obvious no preparation
was done; presentation
mechanics need
improvement
Needed reminders (3 or
more) to stay on task;
group did not function
effectively and/or group
had to be changed/split
up
Poor presentation;
completely unprepared;
weak presentation
mechanics and/or
refused to present
Off task most of the
time during class,
needed daily reminders
to stay on class; project
not completed by the
due date
Current Target Market
Analysis
Current Marketing Mix
Strategies analysis
New Target Market
New Marketing Mix
Strategies
Visual Aide-Creativity
Use of class time
Total possible points: 40
Good use of class time;
stayed on task most of
the time; worked as a
team
Your points:
1-EVEN WITH HELP,
STUDENT IS
UNABLE TO
DEMONSTRATE
COMPETENCY
Poor analysis of the
internal and external
factors affecting the
company
Poor analysis of the
current target market
Marketing mix
strategies lack creativity
and detail, unrealistic
Grade: