FINAL PROJECT

Create a marketing plan for a new or already existing product or service to attract new customers. A successful marketing plan does not have to be complex or lengthy; however, should contain enough information to help establish, direct and coordinate your marketing efforts. You must use APA format, include a cover page and remember to include references.

How would you present your ideas for a new product offering that you believe might fulfill an unmet or under-met need or offer a superior solution (better, cheaper, or faster) compared to existing products available.

Planning the Work

Section 1: Internal Environment

Your Product. Describe your product.

> How does marketing support my company's mission, objectives, and growth strategies?

> What is the corporate culture and how does it influence marketing activities?

> What has my company done in the past with its: Target markets? Products? Pricing? Promotion? Supply chain?

> What resources including management expertise does my company have that make us unique? How has the company added value through its offerings in the past?

**(Use the Internet, library, directories, and any secondary resources related to your product-market and industry. Retain all information needed for your bibliography)**

Section 2: External Environment

Your Competitors. Who will you be competing with? Identify your specific competitors. Create a Competitive analysis chart.

> What is the nature of the overall domestic and global market for our product? How big is the market? Who buys our product?

> What are the key trends in the economic environment? The competitive environment? The technological environment? The political and legal environment? The sociocultural environment?

Section 3: SWOT Analysis

Based on this analysis of the internal and external environments, what are the key Strengths, Weaknesses, Opportunities, and Threats (SWOT)?

> The External Environment as It Relates to Your Product-Market. Review the economic, technological, political and legal, and cultural and social environments that will affect your marketing efforts. Research any specific areas that might suggest particular opportunities or pose particular threats for a product offering such as yours.

> What does marketing need to accomplish to support the objectives of my firm?

Section 4: Your Customers / Promotional Strategies

Who will you be selling to? Consider and define as clearly as possible the buying behavior relevant to your product. If yours is a consumer productgood or servicetry to define your target consumer. Consider demographics, but also other dimensions by which consumers might be identified.

> How do consumers and organizations go about buying, using, and disposing of our products?

> How do we get our product to consumers in the best and most efficient manner?

> How do we integrate supply chain elements to maximize the value we offer to our customers and other stakeholders?

> What types of retailers, if any, should we work with to sell our product?

> How can attention to service quality enhance our success?

Conclusion

SUMMARY: Final Project Requirements

page describing the proposed product

1 page describing the competition

1 page describing the overall marketing environment

page Measurement and Control of marketing plan

1 page describing the target customer

or 1 page stating the conclusion

APA format (including bibliography)