mktg 496

· Industry History

· Market and Industry Definition

· Major Competitors and Descriptions

· Competitor Strategies and niche

· Product History

· Product features

· What problem does product solve

· Product Category Sales

· Previous Performance Versus Competition History

· Estimated Market Shares

· Company History

· Start

· Size

· Major changes

· Mission & Vision statement

· Who is in charge today

Part 2 (Group work)

Current Product/Service problem to solve

· Problem Characteristics

· Problem effects on stakeholders

· Why is it important

Product Characteristics

· Uniqueness, niche

· High/low cost

· Distribution channel of product/service

SWOT Analysis

· Internal Factors

· Strengths

· Weaknesses

· External Factors

· Opportunities

· Threats

For each factor listed in the first column, assess whether you think it’s a strength or a weakness (S or W) for the business and for the top 3 competitors.

Then rank how important each factor is to your target customer on a scale of 1 to 5 (1 = very important; 5 = not very important). Use this information to explain your competitive advantages and disadvantages.

Group Members Contribution:

· Member 1 0-33%

· Member 2 0-33%

· Member 3 0-34%

100%

Part 3

Customer Analysis

· Total Market Size

· Target Market trends growth/shrinkage

· Market Potential and realistic future forecast

· Barriers to entry such as technology, qualified employees, high startup costs

Demographic Market Segments:

· Age - History

· Gender

· Marital Status – Family Life Cycle

· Income – Social Status

· Education – Social Status

· Purchase behavior

· Communication Style

· Geographic

· Other

  Psychographic Consumer Behavior:

· Personal activities

· Group activities

· How time is spent

· How they think (decision process)

· Other

Media and Communications used

· Traditional

· Nontraditional

· Social

· Search engines

Group Members Contribution:

· Member 1 0-33%

· Member 2 0-33%

· Member 3 0-34%

100%

Part 4

Marketing Objectives and Goals

· Expected results

· Within course time frame

· Future

Strategic and Tactical Recommendations

· Strategy to accomplish goals

· The tactics to meet the strategic goals

Secondary Research

· Review of published databases, journal articles, trade magazines, newspapers

· Justify market and goals

Primary Research Results

· Personal interviews

· Focus group

· Survey data collection and analysys

Group Members Contribution:

· Member 1 0-33%

· Member 2 0-33%

· Member 3 0-34%

100%

Part 5

Strategic Plan

· “Big idea”

Message

· Explanation and justification of message

· Consistent layout design and mandatory inclusions

· Examples of message and graphics

Promotions

· Explanation and justification of promotions

· Examples of promotional tools

Media

· Media Chart of all running Marketing Communications advertising and promotions

Measurement

· How will we measure the success

· Benchmark and success measurement

Part 6

Start Marketing Plan over from the beginning.

· Single voice

· Pictures & Graphs

· Real advertising and promotion samples ready to use

· Visually pleasing color and layout

Add to beginning:

Cover

Table of Contents

Executive Summary

Add to end:

Elevator Speech

· 30 second elevator speech of the problem, goal, and success.

Conclusion

· Less than 1 page

References

· APA format

Appendices

· Not included in page count

Group Members Contribution:

· Member 1 0-33%

· Member 2 0-33%

· Member 3 0-34%

100%