Marketing%20Plan%20Worksheet%20Instructions%20%26%20Grading%20Rubrics%20Fall%202010

Marketing%20Plan%20Worksheet%20Instructions%20%26%20Grading%20Rubrics%20Fall%202010

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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. Your team’s 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 marketing plan. 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 Oakley’s integration of information and entertainment into its sunglasses, McDonald’s roll-out of deli sandwiches, Cingular’s Family Tracking software, or Apple’s iPad’s latest upgrade. Your assignment is to compose a plan of action for the brand using the template provided in the file “Marketing Plan Template Fall 2010.” 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 in (e.g., Ruby Tuesday 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 ( Appleby’s )? What industries does it compete against (home cooking, fast food, frozen entrees)? Find out 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 , Edgar , Google News , Nexis/Lexis, etc. .. * 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
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This note was uploaded on 02/03/2011 for the course MARKETING 301 taught by Professor Hopner during the Spring '11 term at George Mason.

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Marketing%20Plan%20Worksheet%20Instructions%20%26%20Grading%20Rubrics%20Fall%202010

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