MARKETING FUNDAMENTALS (MAR 3024)

SEMESTER PROJECT – Strategic Marketing Plan

PROFESSOR YAP

Project Description – Your task for the semester project is to create a Strategic Marketing Plan For a small or mid-size (less than 500 employees) local or international business by conducting secondary research and interviewing an individual at the organization who has the authority to implement the strategic marketing plan for the organization. You will be required to provide the name, position and contact information (phone number and email address) of the person at the organization who was interviewed to complete the strategic marketing plan

Report –The Strategic Marketing Plan must be between 7-10 pages (single-spaced) which does not include the cover page and the appendix. Please include related images, charts, and/or tables to enhance the presentation of your report. Also required is a 10 slide PPT presentation. Projects will be graded on accurate description and alignment of the company’s external environment with its internal strengths and weaknesses along with full formulation and implementation of the marketing plan for the organization. In order to receive full credit for the project, the report must include an analysis for all sections and categories indicated in the outline below.

Due Date – Please refer to the syllabus for the due date when all reports and PPTs must be uploaded in Canvas

Grading –This project is worth 25% of the total course grade

Below is a detailed outline of the information you will need to include in your Strategic Marketing Plan.

The following is a list and description of important sections to include in the Strategic Marketing Plan . . .

Section 1: Executive Summary

This is perhaps the single most important element of the plan. With a maximum of two pages, write an Executive Summary that “sells” the document to readers through clarity and brevity.

Section 2: Company and Product or Service Description

Describe the organization and its products and/or services. Include an organizational chart in this section of the strategic marketing plan.

Section 3: Strategic Plan and Focus

This section sets the strategic direction for the entire organization. It consists of (1) the Mission Statement, (2) Goals – both financial and non-financial, and (3) the company’s Core Competency and Sustainable Competitive Advantage.

Section 4: Situation Analysis

This section is a snapshot to answer the questions, “Where are we now?” It consists of (1) the SWOT Analysis, (2) the Industry Analysis, (3) the Competitor Analysis, (4) the Company Analysis, and (5) the Customer Analysis. This section is critical as it will help to lay a strong foundation for your Strategic Marketing Plan.

Section 5: Product-Market Focus

This section describes the five-year marketing and project objectives for the organization. It consists of (1) Marketing and Product Objectives, (2) Target Markets, (3) Points of Difference, and (4) Positioning. Use this section to describe your target markets and marketing strategy.

Section 6: Marketing Program

This section describes the four marketing mix elements and actions that plan to be implemented by the company. This includes (1) the Product Strategy, (2) Price Strategy, (3) Promotion Strategy, and (4) Distribution Strategy.

Section 7: Financial Data and Projections

The marketing mix decisions covered in the marketing program have both revenue and expense effects. These are summarized in this section of the marketing plan. If you are not able to obtain actual financial data from the organization due to confidentiality, then please provide financial data estimates based secondary research you can conduct on the Internet exploring other companies that are in the same industry as your selected organization.

Section 8: Implementation Plan

This section shows how the company will turn plans into results. Set deadlines and assign responsibilities for the tactical marketing decisions that are needed to enter the new market.

Section 9: Evaluation and Control

Describe, in this section, a contingency plan for alternative actions, depending on how successful the entry into a new market turns out to be.

Section 10: Bibliography

All reference material and websites used to complete the Strategic Marketing Plan must be included in this section.

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Note: A copy of a sample marketing plan has been included on Canvas for you to download and use as a guide to effectively develop the Marketing Plan for the organization.

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