Marketing Plan

Instructions

Create a product or service that doesn't exist (for example, a refrigerator robot or new phone) or you can use a new product or service that has just recently been launched. It is fine if you want to launch a new product or service for a company that you operate or are planning to start, for an organization for which you work, or for a nonprofit.

For this PART ONE (Part I) of the project complete the product-service identification.  Provide substantial details about the product characteristics, features, and benefits.

Sample Outline of the Marketing Plan (Part I):

1. Product-Service Identification

1.1  Brief description of the Company

1.2  Organization structure

1.3  The product being offered and its benefits (no features) 

2.  Situation Analysis - (this is the section heading, which includes an introductory paragraph, please answer the following questions: What problems your product or service will solve, and are they any emotional triggers related to your product or service? )

2.1  Market Summary

2.2  SWOT Analysis

2.3  Direct and Indirect Competition

PART TWO (Part II): Using the Product-Service identified, and the Situation Analysis prepared in Unit One, you will now prepare the Marketing Mix Strategy and Marketing Research. At a minimum, the Marketing Mix Strategy and Marketing Research must include the following sections (complete), correctly numbered, and labeled (see below).

Sample Outline of the Marketing Plan (Part II):

3. Marketing Strategy

3.1 Mission

3.2 Marketing Objectives

3.3 Financial Objectives

3.4 Target Markets

3.5 Positioning

3.6 Marketing Program

· Pricing