Marketing Plan Foundation 1. Do research on the history of the company/brand. Fi

Marketing Plan Foundation
1. Do research on the history of the company/brand. Fi

Marketing Plan Foundation
1. Do research on the history of the company/brand. Find the following:
 When was the company/brand founded?
 What is the timeline for how the company/brand has evolved? What milestones
has it achieved?
2. Do research on the current success of the company/brand. Find out:
 What is the size of the company in number of employees or number of
locations? (if you can find this information)
 What is the financial success of the company related to profit, sales, revenue,
stock price, and/or market share (equal to company sales / total industry sales)?
Report on any metrics you can find that demonstrate the success of the
company
3. Find the following foundational elements for your marketing plan:
 What is the company’s mission statement?
 What “core values” guide the company’s strategic planning?
II. Environmental Scan & SWOT Analysis
1. Conduct an environmental scan related to the company/brand
 What type of competitive market does it operate in? Who is/are their rival
competitor(s)?
 Are there any trends that are impacting the brand regarding technology,
economics, laws/regulations, consumer demographics or sociocultural factors?
2. Conduct a detailed SWOT analysis for the company in a table/quadrant format;
include at least 2 detailed items per quadrant
III. Market Segmentation and Positioning
1. Describe how the company/brand engages in market segmentation:
 What specific market segmentation strategy do they employ?
 What specific market segmentation variable(s) do they use to segment the
market? (e.g., geographic, demographic, psychographic, behavioral)
 Does the company/brand have a positioning statement? What is it?
 Develop a perceptual map of the company/brand in relation to its competitors
IV. Product Strategy & Branding
 Develop a new product for the company/brand!
 Develop your product concept by providing a written description and visual
design/drawing of your new product idea and packaging (if needed). Describe
the important features and components of the proposed new product using a list
or by labeling your drawing.
 Develop your branding strategy for the new product!
 Describe the branding strategy you will use for your new product, especially to
the extent it will be the same or different from the brand’s current strategy; relyon branding concepts discussed in class such as brand mark, brand familiarity,
brand equity, brand personality, etc.
V. Distribution Strategy
 Describe how the new product will be distributed to consumers:
 What type(s) of channel structure(s) will be used to distribute the product?
 Describe the distribution strategy in terms of market coverage.
 Describe the intermediaries you will use as part of your distribution strategy:
 List the specific intermediaries you plan to use (e.g., Wal-Mart; Kroger; CVS; Best
Buy) and justification for why you selected them. How do they help to satisfy
buyers’ needs?