Marketing plan

The assignment is the development of a marketing plan in Microsoft Word for your organisation or an organisation of your choice, and it must cover the following topics:

1.       Introduction 

·       a very short introduction about your company and rationale for your plan

2.       External Marketing Audit 

·       a review of the key PESTLE trends & developments with the anticipated impact on the industry AND on your organisation 

·       using the Porter’s 5 Forces model, a critical review of the key forces of competition and their potential impact on your organisation 

·       using the Lehman & Winer model, a critical review of the key competitors, you must select one direct competitor and one potential newcomer

·       using the DMU and/or 5Ws&H model, a critical review of the anticipated key changes in the future decision making or behaviour of your customers

3.       Internal Marketing Audit 

·       using the Wang & Ahmed marketing resources model, a critical review of the key marketing assets and related marketing capabilities 

·       using the Wang & Ahmed marketing resources model, a critical review of the dynamic marketing capabilities 

·       using the Wang & Ahmed marketing resources model, a critical review of the lack of marketing assets, marketing capabilities and dynamic marketing capabilities

4.       SWOT (a summary of sections 3 and 4)

5.       Marketing Strategy

·       a SMART description of two marketing objectives, to be achieved in three years.

·       a description of at least two alternative marketing strategies which aim to achieve the objectives stated and which utilises the key results from you external and internal analysis

·       the recommended marketing strategy with clear rationale using the SAFe assessment

·       a market segmentation analysis with quantification of the potential target segments, and attractiveness analysis of the potential target segments with clear indication of preferred segments to be targeted.

6.       Marketing Plan

·       a description of the main (digital) Marketing Mix initiatives based on the recommended marketing strategy

7.       Implementation

·       a description of the key milestones and resources required to implement your plan

·       a description of how you will track the progress towards achieving the objectives

·       a description of how you will obtain support for your marketing plan from the key stakeholders

8.       Reflection

·       A critical review of the changes you have made to this submission compared to the first submission and your rationale for these changes.

9.       References

10.   Appendices

Marketing Plan

This assignment consists of two sections: a marketing plan (Word document) and Marketing Budget (Excel document) Note: You must submit both sections as separate files for the completion of this assignment.

For the first 6 months your company is in business—to give you time to perfect your product and to learn from actual customers—you will start marketing and selling in your own community, a radius of 25 miles from where you live.

For most non-alcoholic beverages, marketing (as opposed to the actual product itself) is key to success. Cola drinks, for example, are fairly undifferentiated, as are many energy drinks, juices, bottled water, and the like. Companies producing these types of beverages differentiate themselves and attract market share through marketing and brand awareness—both of which are critical to success.

Section 1: Marketing Plan and Sales Strategy 

Write the 3–5-page marketing plan and sales strategy section of your business plan in which you do the following:

  1. Define your company’s target market.
    1. Analyze the types of consumers who will be drinking your beverage in demographic terms (i.e., age, education level, income, gender, ethnic group, etc.). Outline the demographic information for your company specified on the worksheet in the course text (p. 107 | Demographic Description).
    2. Support your analysis with actual data on the size of the demographic groups in your local community (nearby zip codes).
      • Hints: At American FactFinder (http://factfinder.census.gov), you will find demographic information on potential consumers in your area. If you are selling through other businesses (such as grocery stores), indicate the number of those businesses in your local area. You will find information about such businesses in your local area at County Business Patterns (http://www.census.gov/econ/cbp/). Check Chapter 2 of Successful Business Plan for more research sources.
  2. Assess your company’s market competition.
    1. Use the factors listed in the course text graphic (p. 123 | Assess the Competition) to assess your company’s market competition.
    2. Defend your plan to differentiate yourself from the competition using the information detailed on the worksheet in the text (p. 131 | Market Share Distribution).
  1. Clarify your company’s message using the information provided on the worksheet in the text (p. 160 | The Five F’s). Create a marketing slogan/tagline for your product.
  1. Identify the marketing vehicles you plan to use to build your company’s brand. Justify the key reasons why they will be effective.
    • Hints: If you plan to use online marketing tactics, refer to the worksheet in the text (p. 171 | Online Marketing Tactics) to aid your response. Remember that even if you’re selling through grocery stores, you need to build your brand and social media is a major part of that in regard to beverages. Some of the marketing tactics that beverage companies use include sampling in grocery stores, building a following on social media, sponsoring events, and exhibiting at trade shows attended by retailers. You will use a combination of these tactics. For example, if you decide to give out samples in grocery stores, promote your sampling on your social media networks and those of the grocery store.
    • Hints: If you are planning to distribute through resellers, describe how you plan to reach them, for example, through industry trade shows or by establishing your own sales force. For information on trade shows, visit the Trade Show News Network (http://www.tsnn.com). You can exhibit or network at these shows.
  2. Format your assignment according to these formatting requirements:
    1. Cite the resources you have used to complete the exercise. Note: There is no minimum requirement for the number of resources used in the exercise.
    2. The paper must be typed, double-spaced, using Times New Roman font (size 12), with 1-inch margins on all sides; references must follow APA format. Check with your professor for any additional instructions.
    3. Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required page length.

Section 2: Marketing Budget (MS Excel worksheets template)

Section 2 uses the “Business Plan Financials” MS Excel template (see: Required Course Files in Week 1). Use the Business Plan Financials Guide (see: Required Course Files in Week 1) to support your development of the marketing budget.

  1. Complete the “Marketing Budget” worksheet for your company.

Note: Complete the Setup tab first based on the instructions located in the Business Plan Financials Guide (document you also downloaded from PlanningShop). Only the setup tab and marketing tab should be completed for this assignment.

The specific course learning outcome associated with this assignment is: