BUS 421 BUS421 BUS/421 Week 5 Final Paper Marketing Plan (Ashford University)

BUS 421 BUS421 BUS/421 Week 5 Final Paper Marketing Plan (Ashford University)

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Final Marketing Plan. Due by Day 7. Using the company selected in Week 1, devise a comprehensive marketing plan based off of the Marketing Plan Outline below. Sections II, III, and IV were completed as weekly assignment, so these do not need to be completely rewritten. However, you will be required to apply any feedback received to further develop and improve these sections. 

The final 10-12 page plan will be due on the final day of class. 

Marketing Plan Outline 

• Section I: Executive Summary 

§ Table of Contents 

• Section II: Situation Analysis 

§ Background on Organization § Market Needs
§ The Market 

1. Market Demographics 

2. Market Trends 

3. Market Growth 

4. Macroenvironment 

§ The Company 

5. Mission 

6. Product/Service Offering 

7. Positioning 

8. SWOTT Summary: 

a. Strengths
b. Weaknesses c. Opportunities d. Threats
e. Trends 

9. Historical Results 

§ Competition 

1. Direct Competition 

2. Indirect Competition 

• Section III: Marketing Strategy 

§ Value Proposition
§ Critical Issues
§ Financial Objectives
§ Marketing Objectives § Target Market Strategy § Messaging 

§ Branding 

• Section IV: Marketing Mix 

§ Product
§ Pricing
§ Promotion 

1. Advertising 

2. Promotion 

3. Direct Marketing 

4. Public Relations 

5. Social Media 

§ Place
§ Service
§ International Markets
§ Implementation Schedule 

• Section V: Financials § Sales Revenue 

§ Product Sales Revenue § Channel Sales Revenue § Profitability
§ Return on investment
§ Break-Even 

• Section VI: Controls
§ Implementation § Keys to Success 

• § Market Research 

§ Contingency Planning 

o Section VII: References 

o Section VIII: Appendices (if needed) 

o Section IX: Tables (if needed) 

o Section X: Figures (if needed)