Marketing Plan Guidelines

Project Assignment and Requirements:

You are considering opening a business on Maui, either a franchise or a startup. Your goal is to research an existing company and report on its marketing approach. You may consider any company, but it needs to be one you can actually research (this is generally easier with publicly

traded companies like Google that are often studied and also report much of their financial data).

Research the company:

Research the company to determine its strengths and weaknesses in order to produce a marketing plan. This research should be done using the information you obtain from databases, the internet, magazines, books, articles, and company websites, as well as your own insight. To compose

your marketing plan for the company's product and service you need to get to know everything about them.

- Company information/background/history

- Situation Analysis

• Financial and non-financial results (performance results)
• Customers (To whom does XX aim their marketing efforts?)
• Competition - Include any major competitors in your research.
• Economic environment - What economic factors are affecting potential customers?
• Social and cultural environment
• Political and legal environment - laws, regulations (e.g. effect of ACA, potential minimum wage changes, etc.)
• Technological environment

- Marketing Strategies

• Product
• Pricing
• Promotion
• Place