Marketing Plan analysis
sthapa55
Context.docxContext
There is more than one good organizational structure for a marketing plan (including the sales process). A plan is a road map leading to product or company success. In-depth planning and careful implementation can provide a strong foundation for the sales professional in today's fast-paced environment. It is important to note that sales plans also need to be fluid. This means that during the implementation phases of a plan, changes should be made to react to market conditions, competitors, and other environmental factors.
The Assessment 7 Context document contains important information related to sales activities and the selling process.
Required Resources
The following resources are required to complete the assessment.
Internet Resources
Access the following resources by clicking the links provided. Please note that URLs change frequently. Permissions for the following links have been either granted or deemed appropriate for educational use at the time of course publication.
· Palo Alto Software. (2013). Aircraft equipment maker business plan: Stretch 'r Wings. Retrieved from Bplans Web site: http://www.bplans.com/aircraft_equipment_maker_business_plan/executive_summary_fc.cfm
Suggested Resources
The following optional resources are provided to support you in completing the assessment or to provide a helpful context. For additional resources, refer to the Research Resources and Supplemental Resources in the left navigation menu of your courseroom.
Capella Resources
Click the links provided to view the following resources:
Library Resources
The following e-books or articles from the Capella University Library are linked directly in this course.
· McDonald, M., & Wilson, H. (2011). Marketing plans: How to prepare them, how to use them (7th ed.). Hoboken, NJ: Wiley.
· Ruff, R., & Spirer, J. E. (2001, September). Give sales force all the research they'll need to succeed. Marketing News, 35(20), 28–29.
Course Library Guide
A Capella University library guide has been created specifically for your use in this course. You are encouraged to refer to the resources in the BUS-FP3030 – Fundamentals of Marketing and Sales Library Guide to help direct your research.
Books
· Lamb, C. W., Hair, J. F., & McDaniel, C. (2019). MKTG 12 (12th ed.). Boston, MA: Cengage Learning. Available in the courseroom via the VitalSource Bookshelf link.
· Ries, A., & Trout, J. (1994). The 22 immutable laws of marketing. New York, NY: Harper Business. Available in the courseroom via the VitalSource Bookshelf link.
Instructions
Case studies are a very effective way of applying business concepts to a real world situation, or one that’s constructed to be very much like a real world situation, and that approach will be used for this activity. For this assessment, consider that you work as a marketing analyst for a consulting firm, and that your manager asked you to develop a case study for the executive team of the organization in the case. That executive team will use your analysis and recommendations in their business planning
Analyze the marketing and sales portions of the Aircraft Equipment Maker Business Plan (linked in the Resources). Provide suggestions for improvement based on your analysis.
Note: This sample business plan from the Bplans Web site features a fictitious organization called Stretch 'r Wings. The Stretch 'r Wings sales approach is described in Sections 5 and 6 of the plan.
Address the following in your analysis:
· Describe the components of the organization's sales approach and explain why that approach was likely utilized.
· Assess the effectiveness of the sales plan for a business in this market, with this marketing mix, based upon an analysis of the plan’s specific strengths and weaknesses.
· Explain how the sales plan affects implementation of sales strategies and suggest ways in which managers might address implementation challenges related to the plan.
· Suggest changes to the sales plan to make it more comprehensive and to better communicate the sales approach, and explain how those changes will make the plan more effective.
Based on your executive audience, your case study should be well organized and written in clear, succinct language. Follow APA rules for attributing sources that support your analysis and conclusions.
Academic Integrity and APA Formatting
As a reminder related to using APA rules to ensure academic honesty:
1. When using a direct quote (using exact or nearly exact wording), you must enclose the quoted wording in quotation marks, immediately followed by an in-text citation. The source must then be listed in your references page.
2. When paraphrasing (using your own words to describe a non-original idea), the paraphrased idea must be immediately followed by an in-text citation and the source must be listed in your references page.
