Reference no: EM132474701 , Length: word count:4000

Choose any one Company and Prepare the Marketing Plan

Marketing Plan

1.0 Executive Summary and Company Mission/ Vision Statement
Write based on the business you decided to prepare this marketing plan.

2. Environment Scan: Current Market Situation

2.1Company/firm
Background of the company operations and products and services. Delete this red text

2.2 Competitor Analysis
Provide a brief introduction to this section. Using the table below, identify and analyze 5 main competitors of your chosen firm.

Competitor Mapping
Competitor firm Products Price Branches/location Innovativeness Communication/digital marketing strategy

Competitor Analysis

3. Demographic and Psychographic Analysis of target consumers
Conduct macro environment analysis using the variables listed below. You can rely on government websites, industry reports, research papers, and corporate websites as the source of your information.

Usage & Habits (of the product / category)
Attitude and Perceptions (about the product / category)
Cultural Background
Social Environment
Economic Environment
Political Environment
Technological Environment

4.0 SWOT Analysis
Using the information provided in the sections 2 and 3, list your chosen firm's Strengths, Weaknesses, Opportunities or Threats (S.W.O.T) in the table below. Delete this red text

Strengths Weaknesses

Opportunities Threats

5. Business Plan
Indicate the short & long term goals of the firm and show how the firm can achieve them. The objectives cover sales, communication, profitability, and expansion of business. Delete this red text
Your Business Idea & analysis
The Market - Research & Analysis
The Future - Objectives, Goals & Issues
Action Plan - Focus on Developing the Marketing Plan
Financing Plan - Who, How and How much

6. Framework of the Strategic Process

Segmentation, Targeting, Positioning and Differentiation (STP-D)
Provide a brief definition of Segmentation, Targeting, Differentiation and Positioning and explain their role in marketing strategy development. Delete this red text

Segmentation
Identify and describe key market segments. Remember these include geographic, demographic, psychographic and behavioural - you can use them in combination. Give each segment a name and create a table. Delete this red text

Targeting
Indicate the category of people you selling to and why they would buy your products/services over others. Delete this red text

Positioning Statement
Complete the positioning statement. Make sure you align it with the previous sections. Delete this red text

Differentiation
Show how your chosen business is unique in the market. What differentiates the firm's product/service from that of the competitors in the market? What makes your business stand out from your competition? What product gap or service need does it fill for your customers? Delete this red text

Unique selling Proposition
What is unique about your product and its proposition to the consumers? Why do you think your plan will have an advantage over your competitors? How will your products/services succeed in the market where others may have failed?

7. Developing Marketing Mix (4 P's)

Product Strategy
In this section, you will need to decide if you will sell the current product/ service, adapt the current products/service or create a new product/service to sell to your target market. Delete this red text

Product Attributes
Explain your decision and describe the attributes. If you decide to change the current offering, ensure to justify why using your research. Delete this red text

Product Brand
Explain your decision and describe the brand. If you decide to change the current offering, ensure to justify why using your research. Delete this red text

Product Packaging
Explain your decision and describe the packaging. If you decide to change the current offering, ensure to justify why using your research. Delete this red text

Price Strategy
In this section, you will need to decide if you will keep the current price strategy or change it to appeal to your target market. If you decide to change the current price, ensure to justify why using your research. Ensure to be specific in terms of what strategy you are using and the exact prices for each product mentioned.

Place Strategy
In this section you will need to decide if you retain the current place strategy, or your adapt it. You will need to be specific about the types of marketing channels you recommend using to ensure your target market can access the product via the method they want. Delete this red text

Promotion Strategy

- Explain Why and How? What is the promotion/advertising type being used (e.g. Print media advertising, online advertising, SMS, mail-out, giveaway, media release, social media(e.g. Blogs, Twitter, Facebook) campaign or event)?

Why have you decided to use this promotion/advertising type? How and when will you use it? What is your strategy behind this? Who will upkeep your social media presence?

- Expected business improvement: How do you expect it will improve your business success?
- Cost ($): What is the cost of each planned activity?
Target date: When do you expect to complete each activity?

Establishing Marketing Controls
• Set Standards, expense budget - monitor, control & adjust
• Advertising spends
• Sales by unit (SKU)
• Number of distribution points
• Online engagement metrics

9.0 Establishing Action Plan

Milestone Date of expected completion Person responsible

10.0 Conclusions
Summarise the report purpose, key findings, and strategies and consolidate your recommendations

11.0 References
In alphabetical order, provide the full reference for all citations in Harvard standard format.

Attachment:- Marketing Plan - Template.rar