Mini Marketing Plan Final Project

The book we been reading is M: Maketing, 6th Edition Grewal and Levy McGraw-Hill, we have been reading chapters 1 - 20. Professor Instruction's: Mini Marketing Plan Project Overview The final project, in which you develop a Marketing Plan, is an opportunity for you to take what you have learned this semester and apply your skills. You will be acting as marketing firm and your client will be Santa Monica College (SMC) or any organization of your choice. A major component of this assignment is that you are taking marketing terms and concepts learned in this class and applying them in your marketing plan. Potential Organizations -SMC -Small organizations you are a part of -A business that you work for (as long as you get permission) -A small to medium business that you are familiar with and can research/get information on Formatting -The paper should be double-spaced, use 12-point Times New Roman font and have one inch margins. -Use headings for all sections listed below in the marketing report structure. Grading 50 Points Content The paper addresses the requirements in appropriate detail and accuracy. **Make sure to incorporate key concepts and terms in you marketing plan (use marketing strategies/tactics from the class)*** 10 Points Professionalism The paper should have a look and feel that’s polished and attractive. Layout should be professional and include some visual aids. 10 Points Writing The writing should be business professional. Should be direct and easy to read but also elegant. 70 Points Total Student Example Papers MarketingPlanStudentExampe1.pdfPreview the document MarketingPlanStudentExampe2.pdfPreview the document If You Plan on Doing a Marketing Plan for SMC See Canvas Files for some resources Marketing Plan Report Structure Make sure your marketing plan report is double-spaced and at the beginning of the report provide a few sentences explaining why you chose your client organization to write your marketing plan. Title Page- Include Company name, logo, date, class name, student name, and instructor name Planning Phase Client Organization (1/2- page)— Describe your client organization. What it the mission and goals? How may customers (students) do they serve? What is the demographic makeup of the customers (students)? Where do the students come from? What is the reputation/brand of the organization? Competition (1/2 page)- Think of 2-4 competitors for your organization. How is their brand and customer value proposition better or worse than your client? How are their customers different? Discuss the market and segmentation in relation to competition. SWOT Analysis (3/4 page)- Develop a SWOT matrix with three to four bullet points for each section (strength, weakness, opportunity and threat). Here's some instructions and an example http://www.mplans.com/articles/how-to-perform-a-swot-analysis/ (Links to an external site.)Links to an external site. Primary Research (1/2 page)- This should be a summary of your findings by interviewing existing or potential customers (at least 2). Think of this as a focus group. Ask questions about usage, how they access the product/service, and what they like and dislike about the product/service. Marketing Strategy The Marketing Strategy section should be based on the information you gathered from the Planning Phase sections. Essentially you should look at the information gathers from the Planning Phase sections and from there develop marketing strategy that is informed/shaped by information gathered. Objective (1-2 sentences)- For this plan you should have one objective. The objectives should be specific and measurable (e.g., increase sales by 4% over the next two years). Your performance will, in part, be measured by this objective. Make the objective realistic. Strategy (3-5 sentences)- Given the objective the marketing strategy is the overarching statement of how the objective will be achieved. For example, sales might be increased by increasing the awareness (which was found in the situation analysis to be exceedingly low relative to competitors). Another strategy to increase sales might be targeting a new segment that has not yet been captured, or stealing a certain competitors share. The section outlines the rationale for selecting these strategies. Marketing Tactics (1 page)- Describe 3 specific actions to take to achieve your marketing strategy. Think about the how these strategies incorporate the 4 Ps (marketing mix). Be specific. An example might be to launch an IMC or hire sales people to focus on a target market. We have studied many concepts from class so please review course content. These should be numbered and provide details and examples. This is the most important section as it tells the reader how you will achieve your marketing objective and strategy. Control Phase Evaluate Performance (1/4 page)- How will you measure success? How and when can you quantify the results of your marketing plan. Think about multiple ways or metics to measure. Include some citations/references of where you get material for research. Can be in text citations or works cited page at end or both.                                                                                                                                                                                                                                                                                                                                                    

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