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PROJECT PRINCIPLES OF MARKETING THE PROJECT WILL CONSIST OF TWO PARTS: A PAPER OF A MINIMUM OF 8 PAGES

Marketing

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PROJECT PRINCIPLES OF MARKETING

THE PROJECT WILL CONSIST OF TWO PARTS:

1. A PAPER OF A MINIMUM OF 8 PAGES. QUALITY, NOT QUANTITY
2. A 10 MINUTE PRESENTATION. TO THE POINT

A) A ONE FULL GRADE DEDUCTION WILL BE ASSESSED IF NOT PRESENTED WHEN SCHEDULED

3. GRADE WILL BE DETERMINED BY A COMBINATION OF A) PAPER  B) PRESENTATION  C) CLASS COMPARISON. PRESENTATION RECEIVES THE MOST WEIGHT.
4. YOU WILL DECIDE A NEW PRODUCT, SERVICE OR IDEA THAT YOU WANT TO MARKET. MARKETING PLAN

1. BUSINESS NAME AND BRIEF DESCRIPTION (TWO TO THREE PARAGRAPHS AT THE MOST)
2. VALUE PROPOSITION

1.           POSITIONING

3. MARKETING STRATEGIES

1.   CHOOSING YOUR TARGET

A. TARGET MARKET

1. 1. 1. 1. 1. SEGMENTATION OPTIONS
            2. MARKETING MIX A. PRODUCT FEATURES AND BENEFITS

Describe the features and benefits of your product or service.

1. 1. 1. 1. 1. 2. PRICING

What pricing strategy will you choose for your product, and what are the reasons for this strategy?

1. 1. 1. 1. 1. 3. PLACE (DISTRIBUTION) ISSUES

Where will customers find your product or service? What issues of the distribution mix should you consider?

1. 1. 1. 1. 1. 4. PROMOTION

What promotion mix will you choose for your new product/business. Why?

4. MISSION STATEMENT

Provide a brief mission statement for your business

Hint:      Be is market/consumer oriented, not product oriented

1

5. CURRENT SITUATION – SWOT

STRENGTHS	WEAKNESSES
OPPORTUNITIES	THREATS

6. Discuss How the Marketing Environmental Forces could impact your marketing decisions.
   • COMPETITIVE
   • ECONOMIC
   • LEGAL AND REGULATORY
   • POLITICAL
   • SOCIO-CULTURAL ENVIRONMENT
   • TECHNOLOGY

EXECUTIVE SUMMARY

Now, create an executive summary for your marketing plan. The executive summary should be brief—no more than two pages long—and should cover the major points of the plan.

Hint: At this point, you’ve already answered all of these questions, so what you need to do here is put the ideas together into a “snapshot” format. The executive summary is really a sales pitch based on your VALUE PROPOSITION--—it’s the investor’s first impression of your idea. Therefore, as with all parts of the plan, write in a clear and professional way. Once you have written the executive summary, cut and paste it so that it falls at the beginning of your business plan, as the very first element.

THE PROJECTS WHERE APPROPRIATE USE OF MARKETING TERMS AND CONCEPTS THAT HAVE BEEN LEARNED (I.E. SOCIETAL MARKETING CONCEPT, PRICE SKIMMING, CASH COW, ETC.) WHICH EXPAND ON THE MATERIAL REQUIRED ABOVE WILL RECEIVE THE BEST GRADES.