Assignment Final Marketing Plan
Team Assignment - Final Marketing Plan - GPS Hedge Trimmers
Using the product you selected in week 2 prepare 6000-7000word paper using the outline provided below.
THE MARKETING PLAN
Each Learning Team will develop a new consumer product tointroduce to the market. I would like to see some creativity with yourselection. It can be any product you like but assume that you are part of alarge, existing company and you will introduce the product both domesticallyand eventually internationally. A tangible product rather than a service isrecommended for the assignment. The product can be completely new. But theproduct category must currently exist. Your product must have competition.
Teams will be using the product choice for the week 2, 4, 5and final assignments.
For your final paper you must use the outline below. Itshows the approximate number of pages and how I will weight each section.
Marketing Plan Outline
1. Executive summary 1pg. 5%
2. Secondary market research 2-4pg. 10%
A. The market
• Size
• Growth rates
• Key trends
• Majorsegments
B. Thecompetition
• Topplayer/market shares
• Strengths/weaknesses
• Major products
3. Primary marketing research 2-4pg. 10%
• Researchobjectives
• Methodology/sample size
• Results
4. SWOT analysis (see attached) 1-pg. 10%
• Strengths/weaknesses(Inside firm)
• Opportunities/threats ( External influences)
5. Overall marketing objectives 1pg. 10%
(Measurable/quantifiable)
A. Volume(Units&dollars)
B. Market share
C. Profitability
6. Overall marketing strategies 8-9pg. 55%
A. Targetconsumer(s)
• Demographic
• Psychographic
• Geographic
B. Positioningstatement
C. Marketing mix strategy
• Product(Name, features, packaging, branding, assortments, colors, etc.)
• Promotion(Advertising, media, sales promotion, PR, budget, etc.)
• Place(Geography, channel type, outlets, etc.)
• Pricing(Objectives, flexibility, deals, terms, allowances, etc.)
D. Sample ofcreative direction. ( Provide a rough copy of TV storyboard, print ad, radio commercial, video of commercial etc. Only one is required.)
E. Key changes ofthe marketing mix over the product life cycle.