Assignment

Marketing Plan 

Directions

Gather required research for your chosen company as it relates to the “Unit Milestones” listed below. It is not required that you submit weekly research to your instructor – but please feel free to ask questions along the way. The written report is due in Unit 7. This report should follow the Marketing Plan outline as demonstrated below. The entire written paper should be 10-12 pages long.

Marketing Plan Outline

See Sonic Marketing Plan example in the Appendix of the text A1-A7, also see plan example for Pegasus on pg 60 of the text.

-Executive Summary

-Situation Analysis

• Market Summary (demographics, needs, trends, growth)
• SWOT
• Competition
• Product Offerings
• Distribution

-Marketing Strategy

• Mission/Objectives (marketing and financial)
• Target Markets
• Positioning
• Strategies
• Marketing Mix/Program
• Marketing Research

-Financials

• Break-Even Analysis
• Sales Forecast
• Expense Forecast

-Controls

• Implementation
• Marketing Organization
• Contingency Planning