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3.6 Marketing Research

• What type(s) of marketing research to you think will work best to get you the information you need to make informed decisions?
• How will you evaluate whether the research is providing you with the results you need?
• Will you conduct the research yourself, or hire an outside firm? Explain why.

Note: Do not forget that you need research to determine if you reached your Objectives in 3.2.

4.0  FINANCIALS  

TIP: Refer to Sample BEMP “Sample Marketing Plan” in Course Documents for assistance. The Financials Section contains some good examples for you to follow. Also refer to your sample marketing plan at the end of Chapter 2.  

4.1 Break-Even Analysis  

• Explain when you will break even.
• Include a break-even table/chart.
• Explain the break-even table/chart.

4.2   Sales Forecast

• Include your sales forecast for the first year by month.
• For the second and third years, include your forecasts by quarter.
• Identify the risks you face.
• Identify the most important components of sales performance.
• Keep your chart(s) relatively simple and reduce the total number of categories so that your investors can quickly discern the information. Again, refer to the Sample Marketing Plan in Course Documents for assistance on this section.

4.3   Expense Forecast

List your expenses for the following items for the next 3 years:

• Website
• Advertising
• Printed Material
• Development of retail channel
• Other (list)

5.0 Controls  

• How will you monitor expenses/revenue?  
• Identify what methods/reports and how often.  
• How will you assess marketing effectiveness?  
• How will you assess changes in the market environment?  

5.2 Marketing Organization  

• Roles and Relationships in Your Marketing Functions (who will be responsible and who will implement this Brand Extension Marketing Plan?).  

5.3 Contingency Planning  

• Identify risks  
• How you will monitor risks  
• How you will adapt to adversity  

TIPS

• Be sure to review the Competency Assessment Checklist Rubric in order to understand the criteria on which you will be evaluated.
• The guide you should use for all Marketing Plan Assignments is in Course Documents.
• The Kotler & Keller text is extremely helpful to you when completing your Assignments. Be sure to review the Sample Marketing Plan (Pegasus Sports International) in Chapter 2 of your Kotler text.

Minimum Submission Requirements

• This Assessment should be a Microsoft® Word® (minimum 3900 words) document, in addition to the title and reference pages.
• Respond to the questions in a thorough manner, providing specific examples of concepts, topics, definitions, and other elements asked for in the questions. Your paper should be highly organized, logical, and focused.
• Your paper must be written in Standard English and demonstrate exceptional content, organization, style, and grammar and mechanics.
• Your paper should provide a clearly established and sustained viewpoint and purpose.
• Your writing should be well ordered, logical and unified, as well as original and insightful.
• A separate page at the end of your research paper should contain a list of references, in APA format. Use your textbook, the Library, and the internet for research.
• Be sure to cite both in-text and reference list citations were appropriate and reference all sources.  Your sources and content should follow proper APA citation style. Review APA formatting and style resources found in the Writing Center accessed through the Academic Success Center within the Academic Tools area. (It should include a cover sheet, paper is double spaced, in Times New Roman 12-point font, correct citations, Standard English with no spelling or punctuation errors, and correct references at the bottom of the last page.)