Thursday, February 11, 2021

Marketing plan

As promised, once you turned in your SWOT analysis we are going to focus on the marketing plan assignment. One thing at a time, right? Here are the major components of the marketing plan and the rubric that will be used to grade it. This is presented here as an outline for your convenience, but for your assignment, you are to present it as a narrative. Ultimately you are gathering evidence to speak of a plan that integrates all elements of the marketing mix (product, price, promotion, people, processes or places)

  1. Organization's profile
    1. Name
    2. Provide a history of the organization
    3. Describe the industry
    4. Describe the products and/or services the marketing plan focuses on (PRODUCT)
    5. Name and describe the organization key competitors
      1. Explain why they are so
  2. Market segmentation and targeting
    1. What problem do the products and/or services solve?
    2. Describe the potential customers
    3. What are the key segments within this market? 
      1. Identify and describe at least three segments this company serves 
        1. Describe how they serve them
          1. How will you communicate this to them? (PROMOTION)
    4. What segment does the marketing plan focus on, and why? How does this segment will offer growth and opportunity? (PEOPLE)
  3. Context
    1. Speak if the macro environments that affect the organization
      1. Economic
      2. Political 
      3. Technological advancements
      4. Social 
  4. SWOT Analysis 
    1. Strengths
    2. Weaknesses
    3. Opportunities
    4. Threats

All this previous information should lead you to create a cohesive plan for integrating all elements of the marketing mix. Describe how you are doing so. 

       5. Marketing mix
    1. Product
    2. Price
    3. Promotion
    4. People
    5. Process or places
Click here for the grading rubric

Below are a couple of marketing plans by students. With their permission I made them publicYou can find more examples with feedback as well as the feedback for these videos on my youtube channel.