In most of the sections of the plan, you will simply pull out that part of each milestone that belongs there and insert it under its proper heading. You may need to re-organize some of the information from the way it appeared in your milestones. In a couple of sections, you will need to provide a new paragraph (or a couple of sentences) derived from the sections you have completed. You will not have to include any additional research or citing in those sections.
Be sure to include all headings and sub-headings. You are welcome to add sub-sub-headings if appropriate.
Don’t forget to have a cover page and table of contents with page numbers at the beginning.
Also, be sure to include your list of references at the end (in proper APA format).
Let me know if you have any questions/concerns/issues as you put together your Final Team Project 4 Marketing Plan for Canadian Solar. Remember, I will provide a thread at the top of your Team Discussion Area on the Discussion Board where ONE team member will need to submit the final Project 4 plan for the group AND EACH TEAM MEMBER MUST ALSO SUBMIT THE PROJECT IN HIS/HER ASSIGNMENT FOLDER/DROPBOX.
1. Executive summary
(THIS IS A ONE-TO-TWO-PAGE SUMMARY OF THE KEY POINTS AND RECOMMENDATIONS FROM YOUR ENTIRE PLAN. YOUR TEAM WILL WRITE THIS AFTER YOU HAVE COMPLETED ALL PARTS OF THE PLAN.)
2. Situation analysis
2.1 Mission
(THIS IS FROM MILESTONE 1—THE SITUATION ANALYSIS.)
2.2 Product or service description
(THIS IS FROM MILESTONE 1—THE SITUATION ANALYSIS.)
2.3 Value proposition
(THIS IS FROM MILESTONE 1—THE SITUATION ANALYSIS.)
2.4 Internal environment scan (SWOT analysis)
(THIS IS FROM MILESTONE 2—THE ENVIRONMENTAL ANALYSES.)
2.5 External environment scan (PESTEL & Porter's five forces analyses)
(THIS IS FROM MILESTONE 2—THE ENVIRONMENTAL ANALYSES.)
2.6 Critical issues
(THIS NEEDS TO BE WRITTEN AND ADDED TO THE PLAN. PROVIDE A PARAGRAPH THAT DISCUSSED A COUPLE OF THE MAJOR ISSUES FACING CANADIAN SOLAR GIVEN THE ABOVE INFORMATION FROM THE SITUATION ANALYSIS AND THE ENVIRONMENTAL ANALYSES. YOU DO NOT NEED ANY ADDITIONAL RESARCH OR CITING HERE.)
3. Market analysis
3.1 Marketing research
(THIS NEEDS TO BE WRITTEN SINCE YOU LIKELY DID NOT COVER THIS SEPARATELY IN MILESTONE 3. THIS IS A COUPLE OF SENTENCES DETAILING THE TYPE OF RESEARCH CONDUCTED—AND THAT CANADIAN SOLAR SHOULD CONTINUE TO CONDUCT—TO DETERMINE THE CHARACTERISTICS AND BEHAVIOR OF THE CUSTOMERS AND POTENTIAL CUSTOMERS. SO, FOR EXAMPLE, “RESEARCH WAS UNDERTAKEN TO DETERMINE THE CURRENT MARKET FOR CANADIAN SOLAR BY ACCESSING DATABASES/MARKET INFORMATION ABOUT THE SOLAR PANEL INDUSTRY.”)
3.2 Market size and growth
(THIS IS FROM MILESTONE 3—THE MARKET ANALYSIS—WHERE YOU DISCUSSED THE SIZE AND GROWTH OF THE MARKET.)
3.3 Market trends
(THIS NEEDS TO BE WRITTEN OR DERIVED FROM MILESTONE 3—THE MARKET ANALYSIS—AND IS A PARAGRAPH THAT FOLLOWS THE MARKET SIZE AND GROWTH TO DETAIL ANY TRENDS YOU HAVE FOUND. FOR EXAMPLE, WHETHER OR NOT THE MARKET HAS GROWN OVER TIME OR WHETHER OR NOT NEW TYPES OF CUSTOMERS HAVE BEEN DEVELOPED OVER TIME.)
3.4 Customer analysis (including needs analysis)
(THIS IS FROM MILESTONE 3 – THE MARKET ANALYSIS AND SHOULD INCLUDE THE BUYING PROCESS, FINANCIAL ARRANGEMENTS IN PURCHASING, DISTRIBUTION, SEASONALITY, ETC. IN OTHER WORDS, MOST OF THE MILESTONE GOES HERE. YOU ARE WELCOME TO INCLUDE SUB-SUB-HEADINGS IF IT HELPS YOUR ORGANIZATION OF THIS SECTION.)
4. Strategic analysis
4.1 Marketing objectives (including financial objectives)
(THIS IS FROM MILESTONE 4.)
4.2 Market segments
(THIS IS FROM MILESTONE 5—THE STP REPORT.)
4.3 Target market
(THIS IS FROM MILESTONE 5—THE STP REPORT.)
4.4 Positioning strategy
(THIS IS FROM MILESTONE 5—THE STP REPORT.)
4.5 Product and branding strategy
(THIS IS FROM MILESTONE 6—THE MARKETING STRATEGY OR THE FOUR P’S, PRODUCT, PRICE, PLACE, AND PROMOTION.)
4.6 Pricing strategy
(THIS IS FROM MILESTONE 6—THE MARKETING STRATEGY OR THE FOUR P’S, PRODUCT, PRICE, PLACE, AND PROMOTION.)
4.7 Distribution and supply chain strategy
(THIS IS FROM MILESTONE 6—THE MARKETING STRATEGY OR THE FOUR P’S, PRODUCT, PRICE, PLACE, AND PROMOTION.)
4.8 Integrated marketing communications strategy
(THIS IS FROM MILESTONE 6—THE MARKETING STRATEGY OR THE FOUR P’S, PRODUCT, PRICE, PLACE, AND PROMOTION.)
5. Financial analysis
5.1 Breakeven analysis
(THIS IS FROM MILESTONE 7—THE FINANCIALS AND IMPLEMENTATION. DON’T FORGET TO INCLUDE THIS IN A TABLE WITH A BRIEF EXPLANATION ABOVE OR BELOW.)
5.2 Sales forecast
(THIS IS FROM MILESTONE 7—THE FINANCIALS AND IMPLEMENTATION. DON’T FORGET TO INCLUDE THIS IN A TABLE WITH A BRIEF EXPLANATION ABOVE OR BELOW.)
5.3 Expense forecast
(THIS IS FROM MILESTONE 7—THE FINANCIALS AND IMPLEMENTATION. DON’T FORGET TO INCLUDE THIS IN A TABLE WITH A BRIEF EXPLANATION ABOVE OR BELOW.)
6. Implementation, controls, and contingency plan
6.1 Implementation
(THIS IS FROM MILESTONE 7—THE FINANCIALS AND IMPLEMENTATION.)
6.2 Controls
(THIS IS FROM MILESTONE 7—THE FINANCIALS AND IMPLEMENTATION.)
6.3 Contingency plans
(THIS IS FROM MILESTONE 7—THE FINANCIALS AND IMPLEMENTATION.)
You should not include any type of conclusion at the end of the plan. You only need to have your list of references and any appendices you would like to include here.
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