- Create an APA style formatted Word document that includes at least 3 references outside of the course text and contains paragraphs that cover the topics below.
- The length of your marketing plan will vary based on your degree of succinctness. Most documents fall between 9-13 double spaced pages. For more details, including minimum lengths by topic, check out our sample McDonald’s marketing plan.
- Note that you’ve already covered this first set of topics in your Week 2 situational analysis. Feel free to revise your earlier work as needed.
- A description of your selected company/brand
- The core products/services they offer
- A brief history
- Key current competitors
- A SWOT (strengths, weaknesses, threats & opportunities) analysis
- For each, identify and describe a minimum of 3 examples (12 in total).
- A description of the product/service that you want to market & SWOT rationale
- Now address the additional topics below to complete your marketing plan. Again, reference our example and the identified text chapters for additional context.
- Segmentation approach and rationale
- e.g., Demographic, geodemographic, behavioral, psychographic, etc.
- Target market(s) description
- Positioning statement
- Marketing mix details
- Address each “P” (product, place, price, promotion) of the marketing mix separately and explain your choices. This is the heart of your plan.
- Success metrics
- Discuss at least 3 metrics you might analyze to evaluate the success of your plan.
- International considerations
- Identify at least 3 business or sociocultural considerations in translating your marketing plan for use in a foreign market.
- Conclusion
- Summarize your plan and why it deserves to be funded.
- References (at least 3 outside of the textbook)
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