Ch 03 Marketing Plan Assignment Introduction and Company Analysis Instructions Introduction to the Marketing Plan Assignment Over the semester, you will work individually on an assignment to apply course material to build an abbreviated marketing plan to launch a new product you create for a famous U.S. fast food chain. Select Chick-Fil-A, Taco Bell, Starbucks, or Jimmy John's Your first step in this assignment is to select your firm from the following four options: Chick-Fil-A, Taco Bell, Starbucks, or Jimmy John's. Your job is to imagine you are part of the marketing team at one of these firms. You will develop a marketing plan pitch to share your ideas for launching a new product with senior managers. A new product launch at a restaurant is a good domain to apply your knowledge of segmentation, targeting, and positioning since restaurant chains often launch new products to address the needs of specific segments within their target audience. New items offered at these restaurants could be targeted at aimost any population segment based on benefits sought or lifestyle choices. Create the Marketing Plan for the New Product Launch For this assignment, you will be creating an abbreviated version of the Marketing Plan for the new product with seven parts, as outined below: \begin{tabular}{|l|l|l|} \hline & & Chapter Alignment \\ \hline 1. & Executive Summary (and Appendix) & Chapter 14 \\ \hline 2. & Company Analysis & Chapter 3 \\ \hline 3. & Market, Consumer, and Competitive Analysis & Chapter 6 \\ \hline 4. & Situation Analysis and Marketing Objectives & Chapter 9 \\ \hline \end{tabular} Each section of the plan is featured at the end of the chapter of the book that best matches the focus. Notice that you are not writing the plan in the order of the chapters in all cases, and the order in which you write the sections may not match their order of appearance in the final plan. It is common to jump around to find information or to revisit sections as you uncover new information and your thinking about topics evolves. Even though the Executive Summary will appear first in your final plan, you will write it last since it summarizes the rest of the plan. As you complete each section of the plan, focus on the decisions that members of the marketing team at your selected organization would need to make to launch a new product. You may need the information to write the marketing plan you need help finding. If that is the case, please use your knowledge about marketing and best practices to make informed assumptions about the required component and provide a rationale for your assumptions. Overview of the Marketing Plan Sections In Section 1, Executive Summary, you will provide an overview of the most important information. Even though the Executive Summary will appear first in your final plan, you will write it last since it summarizes the rest of the plan. In Section 2, Company Analysis, you will learn as much as possible about your chosen company (Chick-Fil-A, Taco Bell, Starbucks, or Jimmy John's). You will look at the company's website, Facebook page, Instagram account, Twitter account, credible periodicals, and recent advertising materials to find out as much as you can about how the company and its existing position in the market. In Section 3, Market, Consumer, and Competitive Analysis, you will develop your own "new" product offering for sale at your chosen restaurant chain. You will analyze the market, consumers, and competitors to get a clear picture of market needs and extemal factors that a marketing decision-maker would need to consider when launching the new product you are proposing. In Section 4, the information gained in the company and the market, consumer, and competitive analysis assignments will inform your Situation Analysis and Marketing Objectives. In Section 5, Marketing Strategy, you will consider the information gained about the company and the market. You will select a target audience, describe the value proposition and the intended positioning, the product itself (including packaging), how it will be distributed to the consumer, its price or prices (if there are different versions at different price tiers), and how it will be promoted. In Section 6, you will prepare a Digital Marketing Strategy, which includes social media marketing and aligns with the overall marketing strategy. In Section 7, you will develop Brand You, including how you will position yourself for a role on the pitch team that provides the abbreviated marketing plan and delivers a ten-minuls presentation to the senior management team