STUDENT GUIDE FOR WRITING A MARKETING PLAN

 

STUDENT GUIDE FOR WRITING A MARKETING PLAN

1. Executive Summary

The Executive Summary “sells” the marketing plan to readers through its clarity and brevity. The summary should present a description of the product/service, its target market, and its need within the market. The summary should also provide an overview of the main points of the plan and should emphasize an action orientation.

IMPORTANT: Write this last after all the other sections have been completed.

2. Company Description

The company description should highlight the recent history and successes of the organization.

3. Strategic Focus and Plan

While not included in all marketing plans, the Strategic Focus and Plan sets the strategic direction for the entire organization. One approach is to use the strategic marketing process and/or diversification and synergy analyses (see Chapters 2 and 22).

a. Mission/Vision

The Mission/Vision statement is a qualitative statement that specifies the markets and product lines in which a business will compete. A mission statement can dramatically affect the range of a firm’s marketing activities by narrowing or broadening the competitive playing field. An effective mission statement must be clear and direct
(see Chapter 2).

b. Objectives (SMART)

The Goals section of a marketing plan sets both financial and non-financial targets. Goals should be in quantitative terms, where possible, to facilitate measuring the company’s future performance (see Chapter 2).

· An example of a non-financial goal: “Philip Morris will diversify its product lines to achieve 50 percent of sales revenue in non-tobacco products in the next five years.”

· An example of a financial goal (note it is specific and measurable): “XYZ Inc. will increase sales from $10 million in 2012 to $15 million in 2016.”

c. Strategy

· Explain the marketing strategy that will be used and why it was chosen. (Ex: A market penetration strategy will be used in order to increase market share from XX to XX.)

4. Situation Analysis

The essence of the situation analysis is taking stock of where the firm or product has been recently, where it is now, and where it is headed. The situation analysis is the first of three steps in the planning stage (see Chapters 2 and 22).

a. SWOT Analysis

· The SWOT analysis is an effective shorthand summary of the situation analysis.
The acronym is used to describe an organization’s internal Strengths and Weaknesses and its external Opportunities and Threats. This analysis provides a solid foundation to identify subsequent actions in the marketing plan.

· The SWOT analysis can be effectively presented in a tabular format (see Appendix A), followed by a text discussion that elaborates on the information in the table.

· An analysis to identify internal strengths and weaknesses usually includes the following areas in an organization:

 

When analyzing:

Consider:

 

Management

experience level,   management style, size

 

Offerings

explain the development and purpose of public relations

Status: Scheduled

COMPETENCIES TO MASTER

  • Can explain the development and purpose of public relations
  • Can identify and analyze ethical considerations in public relations

Overview

As the director of the Public Relations Department at ACME Widget Company, your job is to ensure that ACME maintains its positive image in the public eye. This may sound relatively simple — but it’s no easy task. Unlike advertising, which allows organizations to deliver specific messages directly to selected audiences, quality public relations works in subtler ways. To keep the public informed of the great new things going on at ACME, you’ll need to get stories about the company into the news. This will involve creating connections with news organizations by utilizing a variety of creative strategies to spread the company’s news in engaging, exciting ways. With plans in place for ACME to form a business partnership with the nonprofit organization Spokes of Hope in the coming year, you have been handed an excellent opportunity to build some positive publicity for ACME.

Directions

You work as the director of public relations at ACME Widget Company. As director, you are responsible for all hiring decisions within the department. Next week, three new interns are slated to begin working in the department, and you plan to create an orientation meeting for their first day.

Part 1: Since the interns come from various backgrounds, you will provide them with a handout that outlines the major purposes of public relations as well as its development through history. Design a Purpose of Public Relations handout that includes:

  • descriptions of the major methodological developments in the history of the field of public relations as well as the major figures in the field
  • a description of the major differences between public relations and the similar but distinct field of advertising
  • a description of the specific purposes of public relations at ACME, which will help acclimate the new interns to the company culture
  • a brief one-sentence vision statement for the public relations department in the handout based on what you believe makes for quality public relations work

Part 2: For the second portion of the orientation, you will create a role-playing game that features ethical scenarios. This activity will serve two purposes: It will help the interns become more comfortable working together, and it will acquaint each with the ethical standards that the public relations department at ACME strives to uphold. Create a role-playing game featuring three different ethical scenarios that the interns may face during their time in the public relations department. Write three scenarios that will challenge the interns’ ethical decision-making abilities, and provide the roles that will be acted out in each. Write a 250-word analysis of each scenario you create that explains the correct response to the scenario. You will use these written explanations to provide feedback to the interns after they act out the scenarios.

The following are some potential ideas for scenarios:

  • Gift giving to journalists
  • Presenting products and services dishonestly
  • Conflicts of interest
  • Independence of a journalist receiving a news release
  • Providing help to competing firms or clients
  • Spreading uninformed rumors about competing firms’ clients
  • Hiring or buying a grassroots campaign (astroturfing)
  • Lying by omission
  • Failing to address false disseminated information about a client
  • Flak

A summary of the problems facing Luis Morales as he began implementing Ben Fisher’s international expansion strategy.

You will prepare a summary presentation concerning the Kent Chemical case. Presentations are a necessary skill for the competent professional. In this Assignment each member of the team will have an opportunity to practice this skill.

Assignment 1: Team Assignment

Prepare a summary presentation for the Kent Chemical Executives using PowerPoint that includes the checklist items below.

Checklist:

  • Include a Title slide
  • Introduction (one slide)
  • A summary of the problems facing Luis Morales as he began implementing Ben Fisher’s international expansion strategy. (2 slides)
  • A summary evaluation of the organizational changes he made in response to those problems. (1–2 slides)
  • A summary of the true value of the Sterling Partners consulting services that they provided. (1–2 slides)
  • An overview of what Morales should recommend. (2–3 slides)
  • A call to action regarding what Ben Fisher should decide. (1–2 slides)
  • References (1 slide)

The point distribution for the presentation will be as follows:

50% (25 points): Content addressing checklist items, focus, and organization

30% (15 points): Analysis, critical thinking, and persuasion

20% (10 points): Professional presentation, clarity of slidesTotal points for presentation = 50

Additional Instructions:

  • Slides – It is important that the slides be streamlined, interesting, and professional. The use of an appropriate template and SmartArt to graphically depict information is highly encouraged. The majority of the detail should be placed in the notes sections. Respond using a minimum of 10 slides.

 

Reference

Bartlett, C. A., & Winig, L. (2012). Kent Chemical: Organizing f

Case Study–Merck

I uploaded the case that has to be read, which is Merck. And i also uploaded a sample of the case study that someone did for another topic.  you will know clearly how to do the case study.

Thank you very much.

 

nMission/Vision & Objectives

nCurrent Strategy

nIndustry Analysis

nS.W.O.T. Analysis

nRecommendations

1. current situation, back ground

strategy

2. challenges and major problems

3. corporate objectives and mission

vision statement

mission statement

corporate objectives

4. competitors

5. recommendation

I uploaded the case that has to be read, which is Merck. And i also uploaded a sample of the case study that someone did for another topic.  you will know clearly how to do the case study.

Thank you very much.

 

nMission/Vision & Objectives

nCurrent Strategy

nIndustry Analysis

nS.W.O.T. Analysis

nRecommendations

1. current situation, back ground

strategy

2. challenges and major problems

3. corporate objectives and mission

vision statement

mission statement

corporate objectives

4. competitors

5. recommendation

International Job Application

Visit a job posting search engine (i.e. Monster, Indeed , or Glassdoor ) and look for a job posting involving a position with an international or multinational company where you will be required to relocate to another country. The job posting does not have to be related to your field of interest. If you cannot find the job postings from these websites, you can review the list of job posting sites listed in attached Table 18.1. These are acceptable job-posting sites too. (Submit everything to the assignments area in one document.)

  1. When you find the job posting, provide a copy of the job posting with your assignment. Provide the entire job description and list the website address.
  2. Write a one page cover letter or letter of interest that describes your qualifications and skills for the job. You may not have the current skills needed for the job, so you can describe possible skills you believe you will acquire in the future. (Do not write the letter in future tense. You will write the letter as if you already have these skills and qualifications.). Follow the format in Figure 19.1 of the text when writing your letter.
  3. Write a resume appropriate for the position you are applying for. You can list possible skills, education, and qualifications that you believe you will have five years from today. Although the content of your resume may be fictional because the skills and qualifications may not apply to your current background, this would serve as a goal document that you can reflect on three- to five-years from today.Visit a job posting search engine (i.e. Monster, Indeed , or Glassdoor ) and look for a job posting involving a position with an international or multinational company where you will be required to relocate to another country. The job posting does not have to be related to your field of interest. If you cannot find the job postings from these websites, you can review the list of job posting sites listed in attached Table 18.1. These are acceptable job-posting sites too. (Submit everything to the assignments area in one document.)
    1. When you find the job posting, provide a copy of the job posting with your assignment. Provide the entire job description and list the website address.
    2. Write a one page cover letter or letter of interest that describes your qualifications and skills for the job. You may not have the current skills needed for the job, so you can describe possible skills you believe you will acquire in the future. (Do not write the letter in future tense. You will write the letter as if you already have these skills and qualifications.). Follow the format in Figure 19.1 of the text when writing your letter.
    3. Write a resume appropriate for the position you are applying for. You can list possible skills, education, and qualifications that you believe you will have five years from today. Although the content of your resume may be fictional because the skills and qualifications may not apply to your current background, this would serve as a goal document that you can reflect on three- to five-years from today.

Discuss on Planning Service & Manufacturing

Type: Discussion Board

Unit:  Planning Service & Manufacturing

Due Date:  Friday 4/13/18

Deliverable Length:  750-1000 words

 Peer Responses are due by Tuesday.

https://class.ctuonline.edu/_layouts/MUSEViewer/MUSE.aspx?mid=10757126

After performing the cost benefit analysis on technology options, the leadership of Smitheford Pharmaceuticals has asked you to determine what other factors should influence their decision. Identify these other factors and provide your insight as to their importance. Do world-class organizations always select the higher technology option; why or why not?

Post your comments to at least two other postings. Each comment must be at least 150 words in length. Use the 2X2 matrix to comment (e.g., two things you liked about the posting and two things the student could have included to improve the posting, including errors or excluding erroneous information).

Senario:

Smitheford Pharmaceuticals

Smitheford Pharmaceuticals was founded by a former officer in the Civil War, General Robert Smitheford, in 1878. He moved his family to Colorado Springs to aid in his wife’s tuberculosis condition. At the time, it was believed that the sunshine and high altitude had curative effects.

The company quickly grew and expanded. To improve the economies of several growing towns in Colorado, General Smitheford built additional manufacturing facilities in Pueblo, Grand Junction, Fort Collins, and Durango, Colorado.

Smitheford was an excellent leader, as demonstrated by his rapid rise in the Union Army. He used management incentives and was an early follower of Frederick Taylor on methods improvement and employee satisfaction. The company has since adopted total quality management (TQM) philosophies but has done a poor job of implementing these principles in manufacturing.

By the 1950s, Smitheford Pharmaceuticals grew to become the 6th-largest pharmaceutical firm in the United States. Expansion in manufacturing occurred in the 1970s and 1980s with operations in Canada, Puerto Rico, France, Japan, Mexico, and Brazil.

Many challenges are facing the industry today. NAFTA impacted some advantages that Canadian manufacturing might have had. Stricter FDA guidelines have made transportation of partially manufactured products more complicated; drug interactions, especially for the elderly, can seriously affect whether or not to release a new product, and manufacturing equipment has become more sophisticated, and with the advanced technology comes increase fixed costs.

You are a midlevel manager of production operations at Smitheford. You will need to look at several methods to improve efficiency and effectiveness for its area of responsibility. You will use quantitative and qualitative methods to make recommendations for the improvements.

Discuss the PRINCIPLES OF MARKETING

I WILL NEED POST BACK TODAY BY 5PM !!!!! IF YOU CAN NOT DO SO DO NOT SEND NO BID!!!

PRINCIPLES OF MARKETING :  What is the marketing mix? Discuss how conducting a SWOT (strengths, weaknesses, opportunities, and threats) analysis helps a firm to develop its strategic plan. Think of a recent trip to the movies, the grocery store, or a department store. Brand placement and product promotion is constantly around us, so what have you recently spotted? 200 WORDS

AMERICAN STATE AND LOCAL POLITICS:  In the spirit of politics, this discussion question is in the form of a debate, which means that you must take a side. If you were to work for an elected official, would you prefer to work in a smaller group that is more hands-on, grassroots, and collaborative, or would you rather work in a large, bustling atmosphere of professional politico and consultants? Which do you think would produce better results? Use examples to support your opinion. Make sure to respond to a classmate who does not share your point of view, and “debate” this topic. 200 WORDS

I WILL NEED POST BACK TODAY BY 5PM !!!!! IF YOU CAN NOT DO SO DO NOT SEND NO BID!!!

PRINCIPLES OF MARKETING :  What is the marketing mix? Discuss how conducting a SWOT (strengths, weaknesses, opportunities, and threats) analysis helps a firm to develop its strategic plan. Think of a recent trip to the movies, the grocery store, or a department store. Brand placement and product promotion is constantly around us, so what have you recently spotted? 200 WORDS

AMERICAN STATE AND LOCAL POLITICS:  In the spirit of politics, this discussion question is in the form of a debate, which means that you must take a side. If you were to work for an elected official, would you prefer to work in a smaller group that is more hands-on, grassroots, and collaborative, or would you rather work in a large, bustling atmosphere of professional politico and consultants? Which do you think would produce better results? Use examples to support your opinion. Make sure to respond to a classmate who does not share your point of view, and “debate” this topic. 200 WORDS

Outline a sample advertisement in which you illustrate both the campaign theme and brand image

Imagine you have been hired to develop an advertising campaign for a brand you are familiar with. Identify a niche that is not being served by this brand. Construct both an advertising campaign and a theme for this niche.

Write a four to six (4-6) page paper in which you:

  1. Prepare an overview of the product, its brand category, and the niche that it is intended to fill.
  2. Evaluate the unfilled product niche, focusing on the demands of a specific market segment(s). Analyze the likely market segment(s) and its expectations for the fictional brand.
  3. Design a brand image for the campaign that fits the market niche on which the brand is focused. Develop a campaign theme to communicate that image to the target market.
  4. Outline a sample advertisement in which you illustrate both the campaign theme and brand image.Imagine you have been hired to develop an advertising campaign for a brand you are familiar with. Identify a niche that is not being served by this brand. Construct both an advertising campaign and a theme for this niche.

    Write a four to six (4-6) page paper in which you:

    1. Prepare an overview of the product, its brand category, and the niche that it is intended to fill.
    2. Evaluate the unfilled product niche, focusing on the demands of a specific market segment(s). Analyze the likely market segment(s) and its expectations for the fictional brand.
    3. Design a brand image for the campaign that fits the market niche on which the brand is focused. Develop a campaign theme to communicate that image to the target market.
    4. Outline a sample advertisement in which you illustrate both the campaign theme and brand image.

Discuss on Advanced Marketing

Unit VI Case Study
Case studies are an important learning strategy in business classes as they provide an opportunity for you to critically analyze events that have taken place in real-life businesses. This develops your critical thinking and research skills as you
research the competition and industry in which your business resides with an end goal of formulating a recommendation for the challenges faced by the company.

Select one of the three case studies listed below, which can be found in your textbook. Evaluate the case of your choice, and respond to each of the questions below using both theory and practical managerial thinking as well as supporting
research.
Option 1: Southwest Airlines (pp. 490–491)
1. What is the product and service model of Southwest? Who is their primary target market, and how is Southwest positioned with this group?
2. What is the pricing strategy of Southwest compared to other airlines? Is this a differentiating factor?
3. What risks does Southwest Airlines face both from a macro and micro environmental standpoint?
4. Can Southwest continue to thrive as a low-cost airline when tough economic times hit or as other airlines mimic its business model?

Option 2: Amazon.com (pp. 522–523)
1. With respect to the distribution, why has Amazon succeeded when so many other companies have failed?
2. From a theoretical standpoint, what is Amazon’s pricing model? Why is this so effective? How does this compare to their competitors?
3. Discuss how Amazon has used differentiation and positioning as two key components in maintaining a competitive advantage.
4. Thinking about the changes in the macro and micro environment, what is next for Amazon? Where else can it grow?

Option 3: Best Buy (pp. 554–555)
1. What were the keys to Best Buy’s success? How have they differentiated themselves?
2. What pricing model has Best Buy adopted?
3. What are the challenges it faces in today’s retail environment from both a micro and macro environmental standpoint?

4. How else can Best Buy compete against retail competitors like Walmart and Costco as well as online competitors like Amazon.com?

In formatting your case analysis, do not use the question-and-answer format; instead, use an essay format with subheadings. Your APA-formatted case study should be a minimum of 500 words in length (not counting the title and reference pages). You are required to use a minimum of three peer-reviewed, academic sources that are no more than 5 years old (one may be your textbook). All sources used, including the textbook, must be referenced; paraphrased material must have accompanying in-text citations.

Discuss on Marketing Health Care Services

Strategies used to market health care services are typically different than strategies used to market health care products. From intangibility to the natural inconsistencies in the delivery of services, traditional marketing strategies must be modified so that there is a greater focus on marketing relationships and quality care. Therefore, when developing marketing plans, it is important for organizations to consider the 5 I’s of marketing health services: inconsistency, inseparability, intangibility, interaction, and inventory. For this Assignment, use the 5 I’s to examine the health care service in the Aravind Eye Care System: Providing Total Eye Care to the Rural Population case study provided in the Learning Resources. Then provide recommendations for marketing the service.

To prepare:

  • Review the Aravind case study.
  • With the 5 I’s of marketing in mind, reflect on the health care service provided by the organization and its personnel.

The Assignment

In a 4- to 5-page paper, address the following:

  • Using the 5 I’s of marketing, analyze the health care service provided by the organization in the scenario.
    • Inconsistency: Is there consistency in the quality of care?
    • Inseparability: When providing the service, do providers demonstrate biases toward or against patients and their families (i.e., racial biases, age biases, gender biases, etc.)?
    • Intangibility: What are the intangible characteristics of providers (i.e., demeanor, posture, etc.)? How do providers behave toward patients?
    • Interaction with consumers: Is the organization patient-centered or physician-centered?
    • Inventory: How much time is spent on providing the service and how much time is spent on non-service-related activities?
  • Recommend strategies to market this service to health care consumers. Include how these strategies might improve operations.

Note: Your Assignment must be written in standard edited English. Refer to the Essential Guide to APA Style to ensure that your in-text citations and reference list are correct. Be sure to support your work with at least five high-quality references, including three from peer-reviewed journals. See the Week 4 Assignment rubric for additional requirements related to research and scholarly writing.