Prepare a written marketing plan of a small or medium size public firm of your choice. The abstract for this plan is due during the second week. The one page abstract should identify: (1) the name of the firm, (2) a short description of the firm’s purpose, (3) reasons why you chose to prepare a marketing plan for this firm, and (4) key issues the firm is currently experiencing. This assignment is individual.
The written project must be professional in its composition. The plan will be graded on its content as well as proper grammar, logical construction, and organization.
You should use as many sources as necessary to prepare your plan fully. Sources include: annual reports, journal articles, newspaper articles, conversations with key employees of the firm, Internet articles, and other materials found via your library search.
An outline for you to follow is found below. Please use subsequent headings and subheadings in your work.
- Executive Summary
- Two page summary of the entire plan
- Company Description
- Highlights of the firm’s historical and recent operations
- Strategic Focus and Plan
- Mission
- Goals
- Core competency and sustainable competitive advantage
- Situation Analysis
- SWOT
- Industry analysis
- Competitive analysis
- Company analysis
- Customer analysis
- Market-Product Focus
- Marketing objectives
- Target markets
- Points of difference
- Positioning
- Marketing Program
- Product strategy
- Price strategy
- Promotion strategy
- Place strategy
- Financial Data and Projections
- Historical sales revenues
- Financial projections
- Organization
- Organization of the firm
- Implementation Plan
- Plan to implement the strategies
- Evaluation and Control
- Plan to evaluate and control the strategies