Marketing Plan Project

Strategic Marketing Plan Project

Objective:

To demonstrate knowledge of strategic formulation and implementation through a complete analysis and development strategic plan.

Expectations:

Assume that you have been hired as VP of Strategic Marketing for the organization you selected. You have been asked to develop the new strategic marketing direction and the plan of implementation covering all 4 P’s of marketing.

The Strategic Marketing Plan will be developed in 3 parts

Part 1 – Due Week 2

· Analysis of Market Information, SWOT Analysis, Identification of Competitive Advantages, Selection of Strategic Focus

Part 2 – Due Week 4

· Analysis of potential customers, segmentation of market and selection of Target Market that supports the Strategic Focus.

· Development of Product Strategies aligned with Strategic Focus

Part 3 – Due Week 6

· Development of Pricing, Distribution and Integrated Communications Plan

· Development of Implementation Plan.

Presentation – Due Week 7

· Presentation of Comprehensive Strategic Marketing Plan

Part 1 – Market Information, Competitive Advantages and Strategic Focus

Due Week 2

Objective:

Based on research of the internal and external environment, determine strategic new direction

Expectations:

· Using the Marketing Plan Worksheets as guides, prepare the following analysis:

· Provide a Situational Analysis of the current Internal and Customer Environments

· Research and prepare an analysis of the External Environment

· Complete SWOT Analysis and SWOT Matrix

· Develop at least 3 Competitive Advantages based on SWOT analysis

· Develop a Strategic Focus from the most sustainable competitive advantages.

Format:

· APA Format Required

· Abstract Required

· Title Page and Reference Page

· Use APA formatted headers and subheads as needed.

· A minimum of 6 outside references required.

· 6-8 pages, not including title page, abstract and reference page.

Part 2 – Target Market Segmentation & Product Strategy

Due Week 4

· Analysis of potential customers, segmentation of market and selection of Primary and Secondary Target Market that supports the Strategic Focus.

· Development of Product Strategies aligned with Strategic Focus

Format:

· APA Format Required

· Abstract Required

· Title Page and Reference Page

· Use APA formatted headers and subheads as needed.

· A minimum of 6 outside references required.

· 6-8 pages, not including title page, abstract and reference page.

Part 3 – Pricing, Distribution & Intergrated Communication Strategies – Implementation Plan

Due Week 6

· Development of Pricing Strategies aligned with Strategic Focus

· Development of Distribution Strategies aligned with Strategic Focus

· Development of Integrated Communication Strategies aligned with Strategic Focus

· Development of Implementation Plan

· Complete Strategic Marketing Plan as one seamless document.

Format:

· APA Format Required

· Executive Summary

· Title Page and Reference Page

· Use APA formatted headers and subheads as needed.

· A minimum of 15 outside references required.

· 18-24 pages, not including title page, abstract and reference page.