Marketing Plan Project

Project Details:

1. Marketing Plan Assignment

Students should focus on identifying a target market (consumer or business) whose needs are not currently being met, not being met satisfactorily or even recognized. Students also should think about competitive offerings, and how their offering will be communicated and delivered. Emphasis could be on the solution being actionable and realistic.

2. Marketing Plan with Preexisting Company

Each group is assigned a company and is to create a new good or service. The new product must be consistent with the company that the group is assigned.

Sample Marketing Plan

• Executive Summary
• Company and Product Description
• Strategic Focus and Plan: the mission/vision and core competencies written at the company level, but goals are written at the product level.
• Identifying the mission/vision and core competencies of your company should help in creating your new product.
• Situation Analysis (factors affecting both your company as a whole and at the new product level)
• Market-Product Focus (for your new product)
• Marketing Program (for your new product)
• Implementation Plan (for your new product)
• Evaluation and Control (for your new product)

MAIN CONTENTS FOR TERM PROJECT

1. Environmental analysis

1. Micro Analysis: Suppliers, Marketing Intermediaries, Competitors, Customers
2. Macro Analysis: Political, legal, economical, natural, demographical, Technological, cultural

2. Current market situation-

1. Segmentation
2. Target market
3. Positioning

Differentiation & Cost Leadership

3. Product Development

• Idea Generation
• Screening
• Idea Evaluation through Survey (of at least 10 questions)