Assignment Details

This assignment builds upon your work in Units $1,2,3,$ and $4.$

You have compiled all of the data for the board of directors and the chief marketing officer $($CMO$),$ and they have asked that you report it to the shareholders as a marketing plan. Your marketing plan will outline where the business is$,$ its desired destination $($objectives$),$ and the conditions it will face in its efforts to reach that destination. The plan helps to integrate activities, schedule resources, specify responsibilities, and provide the means for measuring progress. Understanding the market situation reveals a set of key issues that needs to be addressed to reach the desired destination. Situation analysis and identification of key performance issues are critical inputs to the marketing plan. To construct a realistic plan, managers need to estimate what the total market demand might be $($Hollensen$,2019).$

You are to provide a marketing plan for ExxonMobil that enhances organizational efficiency and effectiveness through the application of ACBSP key business domains of accounting, finance, statistics, economics that outlines where the business is$,$ its desired destination $($objectives$),$ and conditions it will face in efforts to reach that destination, how to integrate activities, schedule resources, specify responsibilities, and provide a means of measuring progress.

Using the research you have from the discussions and assignments in Units $1,2,3,$ and $4$ and six outside sources, provide your marketing plan with the following framework:

Title

Executive summary

Purpose of the reportThe problem it is addressingProblem analysisResults of analysisRecommendations

Introduction

Your key business objectivesYour strategy for achieving those objectives

Situational analysis

Target marketCompetitorsBusiness challengesThe company's competitive differentiators

Marketing objectives and goals

Increase brand awarenessIncrease market shareImprove ROI $($return on investment$)$Attract new customersRetain current customers

Marketing strategies and programs

Target audienceSegmentationPEST analysisSWOT analysisCompletive analysis

Budgets

Content marketingPaid advertisingPublic relations $($PR$).$ search engine optimization $($SEO$),$ and influencer marketingRelationship management, business$-$to$-$business $($B$2$B$),$ and business$-$to$-$consumer $($B$2$C$)$Events

Implementation and control

Identify the goal for each segmentStrategy to achieve the goal

Conclusion