Final Project: Strategic Marketing Plan

Introduction

$-$ Objective: Develop a comprehensive marketing plan for Dangote group of companies demonstrating strategic decision$-$making capabilities.

$-$ Deliverable: A $9-$page marketing plan covering various strategic aspects.

Project Outline

$1.$ Executive Summary $(1$ page$)$

$-$ Brief overview of the company$/$product$.$

$-$ Key objectives of the marketing plan.

$-$ Summary of major strategic decisions and anticipated outcomes.

$2.$ Situation Analysis $(1\mathrm{.}5$ pages$)$

$-$ Market Analysis:

$-$ Market size, growth rate, and trends.

$-$ Market segmentation and target market identification.

$-$ SWOT Analysis:

$-$ Strengths, Weaknesses, Opportunities, Threats.

$-$ Competitive Analysis:

$-$ Key competitors, their strengths and weaknesses.

$-$ Competitive positioning.

$3.$ Marketing Objectives $(1$ page$)$

$-$ Specific, measurable, achievable, relevant, and time$-$bound $($SMART$)$ objectives.

$-$ Examples: Increase market share by X$\%,$ achieve a Y$\%$ growth in sales, improve

customer retention by Z$\%.$

$4.$ Target Market $(1$ page$)$

$-$ Detailed description of the target market.

$-$ Demographic, psychographic, geographic, and behavioral characteristics.

$-$ Justification for choosing this target market.

$5.$ Marketing Strategy $(2$ pages$)$

$-$ Positioning Statement:

$-$ Clear positioning of the product in the market.

$-$ Marketing Mix $(4$ Ps$)$:

$-$ Product: Description, features, benefits, and lifecycle.

$-$ Price: Pricing strategy, justification, and competitive pricing.

$-$ Place: Distribution channels and strategy.

$-$ Promotion: Promotional mix $($advertising$,$ sales promotion, public relations,

personal selling, and direct marketing$).$

$6.$ Conclusion $(0\mathrm{.}5$ page$)$

$-$ Summary of key points.

$-$ Final thoughts and recommendations.

Guidelines for Submission

$-$ Format:

$-$ Use a professional and clear format.

$-$ Include a cover page with the project title, student name, course name, and

submission date.

$-$ Use headings and subheadings for each section.

$-$ Include page numbers.

$-$ Length: Maximum of $9$ pages, excluding the cover page and references.

$-$ References: Properly cite all sources using a standard citation style $($APA$,$ MLA,

etc.$).$

Evaluation Criteria