The Green Marketing Plan

The Core Assessment for MBA 611 is the development of green marketing plan for a product or service of the student’s choice. The Core Assessment is due Sunday 11:59 p.m. CT.

The Green Marketing Plan:

Each student will work as if they were in company on a “live case” of  their choice.  The student will need to gather information to assist  with the creation of a green marketing plan.

The Paper:

Consider yourself to be a marketing manager in a company. You have  been assigned to develop a green marketing plan for a product/service  that the company is introducing.  You will discuss the feasibility of  the given target market, marketing objectives, and your resulting green  marketing campaign.

You should justify your green marketing plan as one which appeals to  your target market and effectively meets the company objectives. You  must also justify your media choices. Your grade will be based on your  ability to communicate that you have learned the course material and can  effectively apply the appropriate concepts and information to a real  world situation.

The papers should be 8 - 10 pages, double spaced, 12 font, APA style.

A Green Marketing Plan:

The following outline of the sections should be included in the green marketing plan.

Typical Green Marketing Plan Outline:

1. Green Marketing Product Strategy
   1. Objectives and Goals
   2. Product
   3. Pricing
   4. Distribution
   5. Marketing Communications and Promotions
   6. Sales Force
   7. Environmental Strategy
2. Macro environment
   1. Demographic
   2. Economic
   3. Environmental
   4. Cultural
3. Task Environment
   1. Markets
   2. Customers
   3. Competitors

The outline is useful as a guide for the planning document but more  importantly, it also identifies the key strategic decisions that guide  various sections of a green marketing  plan. They include:

1. identifying customer needs and determining opportunities,
2. stating objectives,
3. targeting the audience,
4. creating or reinforcing a position,
5. identifying the key strategic approach that will deliver the objectives.