Select a sample marketing plan from the list included in the last Module under Analysis Project Marketing

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Select a sample marketing plan from the list included in the last Module under Analysis Project Marketing Plans. Your task is to evaluate the Marketing Plan for the company you select
Describe how well the plan is structured. Think about the reader as an investor; your job is to convince a stakeholder, investor, or customer that the company’s strategy has merit (or not). Use the knowledge you gained in this course to evaluate the components of the plan. You must include an Executive Summary for your analysis - in your own words. Your analysis is not the Executive Summary of the plan you selected. If you do not know what an Executive Summary contains, Google it and you will find lots of examples. Provide an introduction and background on the company. This should be at least one complete page. Describe the industry and the company’s position (leader, new entrant, disruptor
Discuss the following: The Marketing Strategy of the company's marketing plan, including the strategic Mission of the firm and the Mission Statement. If it is not included in the plan, try Googling the company. There is a chapter on strategy in your textbook. The plan you select might not say, “This is our strategy.” You will need to analyze what they wrote and tell explain what you believe is the strategy. There must be a SWOT analysis and discussion of how they did in the completion of it. Even professionals incorrectly categorize elements of the SWOT
How did your company do? What mistakes did they make, and/or what did they miss? What would you do differently
There must be an Organizational Chart of the Marketing Department. There likely won’t be one. If not, you will need to develop one. What are the Target Markets and how do they plan to reach them? What Segmentation Strategies did they use
Discuss those. Be specific here. “Their target is everyone 18 to 49” is not specific and it certainly is not a segmentation strategy (You will learn about segmentation is this course). Your analysis should certainly discuss the various strategies you identify in the plan. Which strategy did they choose? Is that the best strategy? What would you do differently?
Use the Nielson PRIZM and VALS questionnaire in this discussion of targeting. You will have to do some research about these topics. How might your company utilize this information? Complete a Competitor Matrix of current and potential competitors. This is not as complicated as it may sound. You will have to determine the competition. Yes, there is some uncertainty involved as you may not know for sure where the company you chose for the project is located on the matrix. You will have to determine the competitors and the features you must compare for accurate analysis. Describe the External Environment. What are the Marketing Objectives of the firm? For example, do they want to increase sales or improve awareness (two different things with different marketing approaches)? What Marketing Mix does the firm use? Describe each of the factors of the mix (all four of the 4Ps). Is this the right mix? What would you do differently? (Ensure you discuss all 4Ps). What are the sales promotions/techniques discussed? If there are none suggest some. What kinds of communication do they use? Discuss the Financial information and Budgets. What Contingency Plans and Control Plans does the firm have in place? Explain the Positioning Strategy for the product. Discuss the marketing positioning statement. Write one if they do not have. How do they communicate the position of their product? Create a Perceptual Map. This will require that you research the industry. Don’t spend days trying to create a map in Excel (unless you choose to do so). It ok if you neatly sketch it and insert it into your document. Submit your final document as a Word (.docx) file for review. This assignment will be evaluated for content originality using the SafeAssign tool. Students who do not submit original work will receive a zero for this assignment.