Case study to create Marketing plan strategy
MRKT 679 - 2014
Marketing Management
Project
In this case Arrow Electronics, Inc, a distributor of semiconductors and other electronic components, must decide whether or not to sign onto a new internet broker. Your assignment is to analyze all of the information and either determine a strategy and plan to launch the internet broker (which is one aspect of the supply chain) or develop another strategy to reach additional customers.
1. Paper
Executive Summary
Includes the objective for the strategy and problem statement
Marketing Strategy
Description of Target Market
Needs of the target market
Description
Buyer Behavior
Persona
Size of target market
Marketing Mix
Product/Service/ Customer Solution Strategy
Objective of the strategy & way to evaluate objective
Description of the product/service
Include the benefits and features (which correlate with the target markets needs
Value proposition
Brand name
Packaging
Positioning map
Life Cycle
How the product strategy creates value for the customer
Place/Convenience Strategy
Objective of the strategy & way to evaluate objective
Channels of Distribution/Supply Chain
Activities each intermediary will perform
Breadth of distribution
A way to motivate the intermediaries
Relationships with suppliers
Reducing inconveniences
How the supply chain and logistical activities deliver value to the customer
Price/Cost Strategy
Objective of the strategy & way to evaluate objective
Costing method
Actual cost
Use of costing tactics
How the cost strategy creates value to for the customer
Promotion/Communication Strategy
Objective of strategy & way to evaluate objective
Description of the market in which the communication is targeted
Communication channel used
The communications itself
How the promotional strategy communicates value to the customer
2. Controls
Plan of Action - Chart of the activities (tactics) that need to be completed to implement the strategy along with due dates and people responsible for the activities
Budget
3. Appendices
A. Forecasting Information
This section includes anything that pertains to numbers. For example, size of target markets, sales forecasting. It may include aspects other than the examples given
B. Situational Analysis
Internal Audit
Organizational (Management) Aspects
History
Competencies
Organizational Objectives
Organizational (Growth) Strategies
Marketing Aspects
Human Resource Aspects
Production Aspects
Financial Aspects
Technological Aspects
And any other functional area of the firm that may impact positively/negatively
External Scan
Social & cultural Environment
Technological Environment
Natural Environment
Competitive Environment
Economic Environment
Enhanced SWOT
C. Analysis of possible strategies - include 3 strategies from the enhanced SWOT to overcome the present issue (problem) and fully analyze each one. One of the strategies should be the one that is explained in the marketing plan.
D. Contingency plans - the corrective action that will be taken if the selected strategy does not work out as planned.
4. Reference Page
Grading Rubric
1. Does the paper include all of the above?
2. A strategy that demonstrates critical thinking that is clear, insightful, relevant, and focused. This also includes a clear integration of the objectives, target market, and marketing mix with clear connections between the different elements of the analysis.
3. Thoroughness is each of the above areas
A comprehensive Situational Analysis and SWOT
A comprehensive understanding of the target market
A comprehensive Analysis of Alternatives
A comprehensive and integrative Marketing Plan i.e., elaboration of the points in the plan with information to support reasoning
4. Degree of application of course material
5. Format and mechanics
Formats that enhances the readers understanding
Following the above instructions and syllabus instructions
Proper grammar
Proper punctuation and conciseness
6. Reference page - quality and format
11 years ago
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