12 May HOW IS THIS PROBLEM CURRENTLY BEING ADDRESSED BY POTENTIAL USERS/BUYERS?
Marketing Plan – Instructions
• Practice writing a one-year “launch” marketing plan with given data, i.e., with the case study attached.
• Apply and demonstrate understanding of key course concepts through Session 6.
Comment from (Prof): The objective here is to put the pieces together. I’m not looking for ‘creative marketing strategy’. Rather, I’m looking for a disciplined approach to using the marketing plan format and building strategy recommendations that are supported by strong analysis and rationale (given the data in the case). It also requires demonstrating that you can apply the concepts introduced in the course through Session 6.
Do not do any outside research. That is, use only the materials from the course – lectures, readings, exercises, handouts – to help you. No outside research means that you should not go to the Internet or to the Library.
Writer (Please feel free to let me know if you need any other information or material to help besides all I attached and sent)
Resources:
• Individual Marketing Plan Instructions (this)
• Marketing Plan Outline (Just a Word document in outline format. It’s a great way to organize information and get your ideas down on paper at the same time.)
• Sample Marketing Plan (for a technology, but will give you a sense of what the look.)
• Marketing Plan Sections document (this includes detailed information about what kinds of information you might see in each section of a marketing plan. Do *not* use it as your guide for this assignment; it will be too complex.
Linkages: A marketing plan, like a persuasive proposal, needs solid linkages between sections. This is to ensure that the reader understands the plan the way you intended for them to understand it. Therefore, make sure that your Situation Analysis, like a database, introduces all of the facts that you will use/refer to later – i.e., in the SWOT, STP, Place/Pricing Strategies, Marketing Research Next Steps, Financials. Note that there are 10 points allocated to linkages shown in the grading form.
Length: Maximum 15 pages of text, double-spaced, 1” margins, 12 pt Times New Roman font. (It is unlikely you will need that amount of space. This is about quality, not quantity). In addition, you may use unlimited attachments/appendices/exhibits provided each is referenced in the text and that each exhibit truly adds to the understanding of the document. Good exhibits also include a brief description of what it is you want us to see.
A. Executive Summary: This is a brief summary of what you are submitting in *this* deliverable. What will upper management want to know? (Length guideline: 1 page)
B. Marketing Situation Analysis: Gather evidence from the case. Remember that the Situation Analysis is laying the groundwork for the Opportunities and Issues Analysis and, from that, for strategy recommendations. Therefore, this includes information that could later show up as external (customer, competitor, context, collaborator) threats and opportunities as well as internal (company/product) strengths/weaknesses. (Length guideline: 3-5 pages) Note: Avoid copying large sections of the document here.
• Company/Product/Technology
o Provide a brief background of the company/organization/entrepreneur/inventor, as appropriate.
o Provide a brief description of the product/service described in the case. What is the current state, or status, of the product/service/technology? Is it ready to go? Does it need more development work? Does it have patents?
• Customers/Markets
o What problems do potential end user/consumers (at least two) have that this product can solve?
o How is this problem currently being addressed by potential users/buyers?
o Describe two potential end users/consumers of this /product/service. Make sure you describe people. The objective here is to start examining at least two end user market segments that have a problem that this product/technology could solve. In addition, be sure to address how you suspect this person goes about making buying decisions. You can make some assumptions here or pull on your own personal experience.
o Also consider your intermediaries as customers (as opposed to consumers). What problems do *they* have that this product could address?
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