MKT21 Developing a Marketing Plan Essay

MKT21 Developing a Marketing Plan Essay

Instructions/Descriptions

MKT21 Developing a Marketing Plan Essay

Description

Develop a Marketing Plan presentation for a product/service.

I ENCOURAGE YOU TO WORK WITH CLASS MEMBERS (on the project only)!, but each person will have a separate assignment.

Marketing Plan: The major project for the course is the development of a modified Marketing Plan.

The specific requirements and evaluation criteria for your marketing plan are provided below:

Presentations Power-point report (25 points)

-Marketing Plan (details listed below)

Cover: class (Mkt21) -semester (Spring/Fall/20xx) -LAVC -YOUR NAME (1 slide)

The product/service (features, advantages, benefits) (F.A.B.) (1-2 slides)

Describe Product characteristics = (FEATURE)

Things product can do or how can be used = (ADVANTAGE)

What this means to the customer or how it can help the customer = (BENEFIT)

Product Presentation

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The specific requirements and evaluation criteria for your marketing plan are provided below:

Executive Summary (part one – 1 slide):

The purpose of an executive summary in a marketing plan is to introduce the company and explain key elements of the plan in a shorter form. Anyone reading this summary will get a firm understanding of the aspects of the business; such a summary is perfect for those who aren’t able to read the entire plan…
(You will be doing a modified executive summary.)

Describe the different products and services your business offers. Write clearly and to the point. Describe your company’s mission statement (current mission/goal). Why does your product/service exist?  What does the product/service provide? Who are the target clients?

PRESENT TENSE [ex: We provide…] NOT “Our mission is to ….”

Executive Summary (part two – 1 slide):

Include a short statement about your company’s main marketing objectives and tactics and how these will be carried out. Measurable, Targeted & Specific (FOR CONSISTENCY, USE THESE (3) THREE GOALS)
1. “To be fully operational by xx date” (at least a year from now)
2. “To break even and start creating profit by xx date (at least 2 years from now)
3. “To capture xx% of the target market by xx date” (at least 2 years from now, keep the xx% reasonably achievable)

Marketing Goals and Objectives (2 slides):

Using the 3 goals from the Executive Summary: Each must contain specific and measurable outcomes, the time frame for completion and identify the person/unit responsible for achieving the goals or objective.

Marketing Strategy (1-2 slides):

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Your Marketing Mix (the 4 Ps of your business)

Identify and describe primary target market as well as Product, Pricing, Place: distribution/supply chain, and Promotion: marketing communication strategies

Marketing Implementation (1 slide):

This section will describe the overall approach to implementing the strategies and activities.

Conclusion: (1 slide):

Conclusion: Product/Service (Remind the audience what you are selling, this will be the last thing they see/remember).
The last slide needs to remind the audience who you are and provide contact info, if you have it.
(example: Name, logo, website, address…something to remind the audience who you are).

MKT21 Developing a Marketing Plan Essay

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