Final Paper
Develop a 12- to14-page marketing plan (not including the title and reference pages, charts and/or graphs) for any product of your choice. Your marketing plan must:
- Analyze the specific marketplace situation in detail, including organizational strengths, weaknesses, environmental opportunities, and threats (SWOT analysis).
- Develop an organizational mission statement, and forecast performance goals using your situational analysis.
- Design a marketing strategy based upon your objectives.
- Create an appropriate integrated marketing mix, which will include your ability to effectively appeal to the specific market segments you will be targeting.
- Develop a written summary and specific recommendations for the implementation of your plan.
Writing the Final Paper
The Final Paper:
- Must be 12 to 14 double-spaced pages in length (not including the title and reference pages, charts and/or graphs) and formatted according to APA style as outlined in the Ashford Writing Center.
- Must include a title page with the following:
- Title of paper
- Students name
- Course name and number
- Instructor’s name
- Date submitted
- Must begin with an introductory paragraph that has a succinct thesis statement.
- Must address the topic of the paper with critical thought.
- Must end with a conclusion that reaffirms your thesis.
- Must use at least four scholarly sources from the Ashford University Library, in addition to the text.
Creating a Plan
Provide a brief overview of the product for which you are going to write your Marketing Plan. Why did you choose it? Which elements of the plan are you having difficulty with? What additional information would be needed to make the most informed strategic decisions for the future implementation of your plan?
Minimum 200 words
Guided Response: Provide suggestions to at least one of your classmates on how they may be able to address some of the elements they are struggling with in their plan. In particular, try to focus your feedback on any classmates that are introducing a product in the same, or similar, industry as your own. Respond to at least 3 of your classmates
Required Resources
Text
- Read the following chapters in: Managerial Marketing:
- Re-review Chapter 1: Strategic Planning and the Marketing Management Process
- Re-review 1.3 The Marketing Plan, pages 21-24
Article
- Coleman-Lochner, L. (2012). P&G plays kindergarten catch-up with Unilever in Vietnam. Bloomberg Busiessweek. Retrieved from http://www.bloomberg.com/news/2012-07-04/p-g-plays-kindergarten-catch-up-with-unilever-in-vietnam.html
Recommended Resources
Multimedia
- Business Plan: Marketing Strategy (https://secure.films.com/OnDemandEmbed.aspx?token=41113&aid=18596&loid=84161&plt=FOD&w=420&h=315&fWidth=440&fHeight=365)
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- Marketing strategy and promotional activities follow analysis of target market, sales objectives, competition, and market place opportunities. A successful marketing strategy aims to strengthen your existing customer base
- Business Plan: Marketing Plan. (https://secure.films.com/OnDemandEmbed.aspx?token=41113&aid=18596&loid=84159&plt=FOD&w=420&h=315&fWidth=440&fHeight=365)
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- Even business that are thriving need to implement ongoing marketing plans in order to maintain current levels. A good plan will begin with research and analysis of the target market. It will also contain an outline of sales objectives
