MKTG$3042$

Assignment #$1-$ Product Tactical Plan

Strategic Marketing $-$ Maven Simulation Assignment #$1$

Weighting: $10\%$ of your final grade

Due:

See FOL for Due Date

Length: $,$ Maximum $3$ pages $(11$ pt $-1\mathrm{.}5$ spacing$)$ plus Appendices if required

Purpose:

This assignment is designed to familiarize you with the company and products you are now responsible for. This is not meant to be a fully developed marketing plan. Instead, it will allow you to demonstrate your understanding of the current marketplace inside the Maven Simulation and your ability to create tactical action plans against market information using standard marketing models.

Requirements:

$\backslash$table$[[\backslash$table$[[$Product Tactical Plan$],[$Situation Analysis$],[$Provide an overview of the company, product & industry at Q$0$:$],[-$ Describe Regions and the demographics of the residents inside each region$],[-$ Describe your Product$],[-$ Describe promotional options available and their intended audience$],[($consumer or retailer$)],[-$ How many Sales Reps are available at Q$0$ in each region?$]],$Marks$],[8],[\backslash$table$[[$Value Proposition$],[-$ Using Porter's Strategies for Domination Model, state your value$],[$proposition $($cost leader, differentiation, focus$)]],4],[\backslash$table$[[$Marketing Strategy$],[-$ Target Market$],[$Which target markets $($i$.$e$.$ regions and demographics$)$ does you$],[$product appeal to$?],[$Where are the best opportunities and why?$],[$Select your target markets $($at least one region will be your primary$],[-$ Marget market and at least one will be your secondary target market$)],[$How will you position your product in each of the three regions? $($A$],[$chart would be helpful here$)],[-$ Price strategy $($skimming$,$ penetration, comparative, etc.$)],[$Promotion strategy $($push$/$pull$)],[-$ Distribution strategy$($key markets and sales force focus$)],[$Q$2$ and Q$3$ as the columns and Sales in each region as the rows$)],[$Actual unit sales by region for Q$0($from Maven Manual$)$ expressed in$],[$both units and $ sales $($i$.$e$.$ price x quantity$)],[$Sales goals by region for Q$1,$ Q$2$ and Q$3$ expressed in both units and$],[$$ sales $($i$.$e$.$ price x quantity$)],[\%$ changes Q$2$ and Q$3$ for both unit sales and $ sales$]],12],[\backslash$table$[[$Marketing Mix Tactics $($specific$,$ consistent and measureable$)],[-$ Based on the strategy stated above and the Maven rules:$]],8]]$

MKTG$3042$

Assignment #$1-$ Product Tactical Plan

$\backslash$table$[[$Set a specific price by region for Q$1,2$ and $3$ based on your strategy$],[$@ State specific Quality and Feature purchases planned for Q$1,],[$@ State specific promotional vehicles and expenditures by region for Q$1,],[$Measures and Controls,$6],[-$ How will you measure if your strategy and tactics are working or not?,$],[-$ Will you purchase market research? If so$,$ what?,$],[-$ What aspects of your marketing mix will you monitor? How?,$],[\backslash$table$[[$Report Formatting$],[-$ Your name, section number, Maven company number, and instructor's name$],[$must appear on front page of the document$],[-$ Clear presentation of information$]],\backslash$table$[[-1$ for$],[$each$],[-$ Spfraction$]]],[$TOTAL$,54]]$

Please see the detailed Rubric on FOL