Assignment Summary:

n a self$-$determined, if possible, group of $4$ or $5$ people you will work to organize, research and design a marketing.plan for a product $($good$/$service$/$idea$)$ of your choice

ased on course learnings and secondary research your team conducts. Your mission will be to determine a location or market that your product has yet to be launched it

alidate your reasoning for this choice through the creation of a marketing plan.

Kour marketing plan will explore the following areas:

Conduct an environmental scan in order to complete a detailed SWOT analysis

Develop a value proposition and positioning map to visualize and communicate the value of a product versus its competitors

Research and identify a target market audience for your product, create personas to illustrate your target customer.

Guide your persona through the consumer behaviour process to understand how your customer behaves interacting with a selected process.

Design a positioning statement for the selected product.

Develop a marketing mix that reflects the customer needs as well as business goals.

Apply market research techniques to validate your findings.

Assignment Deliverables:

Week $6$ or $7-$ In Class $-$ dependent on instructor

Submit a team contract proposal that includes how the team will organize and be managed throughout the upcoming weeks.

A contract template will be provided with the assignment

The contract will:Specify the consequences for failing to follow these procedures and fulfill these expectations

Week $12$

Submit Marketing Plan $(15\%$ of Grade$)$ to DC Connect

Weeks $13$ and $14-$ In$-$Class $(10\%$ of Grade$)$

Group Presentation will occur in class

Week $14$

Submit your peer review individually $(5\%$ of Grade$)$

Writing a Marketing Plan:

The marketing plan should include:

A title page, table of contents, works cited page, appendices $($optional and where necessary$)$

An introduction

Headings, sub$-$headings

Correct spelling and grammar $-$ marks will be deducted for errors $($including typos$)$

To be typed, double spaced, $12$ pt font $($Times New Roman, Arial or Calibri$)$A power point presentation$/$slide deck designed to highlight key areas of the marketing plan.

Presentation:

Teams will present their marketing plan to the class in an engaging manner to instruct them on their topic. Each team will have $15-18$ minutes $($including set up time$)$ to deliver

their material in an instructional and engaging manner. All team members must be present and participate in the presentation to be eligible to marks. There are no "make ups"

for this assignment $-$ if a team member is absent for the presentation and$/$or does not contribute material to the group prior to the presentation date a mark of zero will be

assigned. If group member$($s$)$ are absent on the presentation day, the remainder of the team will be responsible for delivering the content.

Detailed Project parameters:

You and your team have identified an existing product $($good$/$service or idea$)$ that you are interested in bringing to a new, untapped market. For this project you must complete

secondary research. You may also use primary research, but this is not a requirement. Use a minimum of fifteen different resources to support the plan you have developed.

Remember all sources must be properly cited $($this mean citations in text as well$).$

You will use the following areas to design and validate your marketing plan.

Marketing Environment $-$ Situation Analysis $($SWOT$).$

Through research you will identify and interpret environmental factors relevant to your product and potential target market. You will organize your findings by doing a:

a$.$ SWOT Analysis

For this section, you need to complete the internal assessment from visiting the website and other online sources and possibly $($if you can but not required$)$ a visit to

an existing location of where this product can be found. You will conduct an external environmental assessment for the chosen product focusing on these externalan existing location of where this product can be found. You will conduct an external environmental assessment for the chosen product focusing on these external

influences: Demographic, Social$/$Cultural$,$ Technological, Economic, and Regulatory. Review the Marketing focused SWOT analysis format discussed in class.

b$.$ Competitor Analysis

Provide a detailed competitor analysis. Identify three key direct as well as three indirect competitors for your product and your rationale for each. Document what you

consider to be their major strengths and weaknesses in relation to your product based on what your target market is looking for.

Target Market Selection $($Segmentation$).$

Develop two detailed customer persona profiles for your target customer. You will design the customer profiles using demographic, psychographic, geographic and behaviour

segmentation variables. Explain why you have selected these target markets $($validate with secondary research$)$ and justify your choice for each characteristic. Your target

market choices need to relate back