Integrating Marketing Concepts

Option #2: Marketing Plan for an Existing Company; Promotion in a New Country (The exisitng company is  BRAVO Cucina Italiana ) 

Your final portfolio for the class will be to create a marketing plan for an existing company of your choice. The marketing plan will introduce and promote an existing product in a new country. You must address all of the points required in Option 1, but do so in a PowerPoint presentation in a bulleted format.

Suggested slide setup and number of slides (25 slides):

• Title
• Executive Summary
• Company Overview
• Strengths
• Weaknesses
• Opportunities (trends)
• Threats
• Marketing Plan Objectives
• Segmentation
• Target Market
• Positioning Map
• Product (features and benefits versus the competition)
• Price (compared with competition)
• Price Strategy
• Promotional Strategy
• Place Strategy
• Brand Strategy
• CSR Strategy
• Ethical/Legal Factors
• Financial Projections
• Implementation Plan
• Evaluation & Control Metrics
• Conclusion
• References

Other:
The following are requirements for your portfolio project:

• 15-20 PowerPoint slides in the body of the presentation. Estimated page counts are listed above in each section.
• Use APA format for references! Please use plenty of headings and sub-headings according to CSU-Global Guide to Writing and APA Requirements. Develop full paragraphs and full sentences.
• Apply marketing models, theory, terminology, and concepts throughout the plan.
• A minimum of 6 references (in addition to course materials like the textbook or articles). At least 2 of these being peer-reviewed articles. The CSU-Global Library is a good place to search for credible, scholarly sources.
• READ THE PORTFOLIO PROJECT RUBRIC IN DETAIL (pre-loaded into the course website). Note that there are additional aspects that need to be addressed, such as applying critical thinking.