Marketing Plan Worksheet Instructions – MKTG 301 – Fall 2010
One of your responsibilities for this course is for your team to create a marketing plan.
The practical challenges of marketing
are not fully appreciated until the diverse aspects of marketing are implemented into a unified marketing plan.
marketing plan will be for a brand of product, service or idea of your choosing, with my approval.
See the Grewal/Levy
textbook, Exhibit 2.2, page 39 and “The Marketing Plan” pages 38 – 48 for more information about writing a marketing plan.
The purpose of this assignment is to compose your
plan of action
for a brand you selected.
The plan you write is based on
your analysis and is NOT A SUMMARY of the company’s activities.
One of the mistakes students make in completing this
assignment is thinking the project is merely to report on a brand’s existing
Understanding the current activities
conducted for the brand by its management is only the starting point for your plan.
Another mistake to avoid is thinking that the
marketing plan assignment is to critique
the firm’s existing marketing plan or merely to report their future ideas
, such as
integration of information and entertainment into its sunglasses,
roll-out of deli sandwiches,
Family Tracking software, or Apple’s
Your assignment is to compose a plan of action
for the brand using the template provided in the file “Marketing Plan Template
The action plan builds on what you learn of trends in the brand’s industry, analysis the company its key competitors
to present your ideas for the future of the brand.
Your role is to assume the company has hired you to recommend a course of
action for the brand.
Your grade on this assignment is based on the depth of your analysis and the logical explanation of why
your plan will accomplish the objectives for the brand.
Once your team receives approval on the brand for your marketing plan, the first step is to investigate the industry it competes
competes in the fast casual restaurant industry) and to understand the forces and trends that are taking
place in the industry (curbside pickup).
Why do consumers select the brand (
menu variety, location, price
Why do they
prefer other brands (
What industries does it compete against (home cooking, fast food, frozen entrees)?
all you can about the brand by going online to the company’s website, visiting their place of business, pretending to be a
customer, interview sales associates or a manager.
You should also investigate the company using On-line forums, chat rooms,
or websites such as
Yahoo Answers, BizRate, Hoovers.com
The purpose of your analysis of the brand is to discover why customers choose the brand, why they prefer the competitors’
brands and how the brand needs to be be changed to face new competition or to respond to changes in customers’ needs and