Marketing Plan Project Phase 1 – Situational Analysis
Marketing Plan Project: Phase 1
It is important for marketers to create a marketing plan to provide focus for their brand, product, or company. A detailed plan prepares a business to launch innovative new products that are designed to increase sales to current customers and to reach potential customers within their target market segments.
The marketing plan is designed to be subsumed under the broader company-wide strategic plan. The marketing plan documents how the organization’s strategic objectives are to be achieved through specific marketing strategies and tactics. The customer is the focus and starting point of the marketing plan. The marketing plan is an efficient communications tool that is linked to the plans of other organizational departments.
This Unit III Project assignment represents the first in a series of project assignments that will enable you to build a marketing plan for a product or product line of a company of your choosing. The final product is to be delivered in Unit VII.
The marketing plan consists of the sections listed below.
Executive Summary
Situation Analysis
Market Summary
SWOT Analysis (i.e., analysis of strengths, weaknesses, opportunities, and threats)
Competition
Product Offerings
Distribution
Marketing Strategy
Objectives
Target Markets
Positioning
Strategies
Marketing Mix
Marketing Research
Financials
Controls
Implementation
Marketing Organization
Over the course of the next several units, you will create a marketing plan using research from the CSU Online Library (e.g., Mergent Online database, ABI/INFORM Collection database). Each project assignment will enable you to complete a portion of the marketing plan, and the completed marketing plan will be submitted in Unit VII.
For this unit’s assignment, you will choose and research one of the following companies for your marketing plan:
JPMorgan Chase,
AT&T,
Walmart,
ExxonMobil or
Proctor & Gamble.
After choosing one of the aforementioned companies, you will research, analyze, and create the marketing plan sections described below for your company of choice.
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