Rutgers Marketing 33 630 452
Professor Marc H. Kalan
Outline for the Small Group Market Plan Assignment
1.The maximum number of pages is 20 (but if shorter that can be ok, do not feel you must have
20 pages), including required title page, table of contents, and bibliography.
2.Use 12-point font size only.
3.On the title page, include the title of the term paper, your group and individual names, the
name of the course, the name of the instructor, the course and section identification, and date.
4.Assignments must be submitted on or before the dates specified in the schedule of classes.
Late submissions will not be accepted
5.First you will be assigned to a project team with a real client that has a need for strategic
analysis and direction.
Your team will need to contact and interact with the client
6.Your project will be to do a comprehensive strategic analysis of this business covering all areas
from the opportunity and the competitive marketplace, to a thorough company analysis,
identification of strategic issues facing the business, analysis of who the company is, what
they do and how they are positioned in the marketplace, competitors, competitive advantage,
customer analysis, product analysis including benefits they present, challenges they face, etc.
7.Post this very extensive strategic analysis your team will create a strategic marketing plan. No
area should be left out (consider the 4 P’s, the Promotion Mix, product development, go to
market issues and opportunities, company resources and allocations), etc.
Each project will
present different challenges but your approach should be as a strategic consultant with a
focus on Marketing.
This is a group effort.
Please plan meeting schedules with team members and make sure that
you do the work assigned to you.
Spend time gathering information from other sources (e.g.,
There is a lot of work to be done, so, begin early.
If you have any questions or require assistance, please do not hesitate to ask me for help; also,
keep me in the process and I will be happy to guide you, as needed.
Market Plan Outline
To develop your market plan, follow this basic outline but do not feel limited by it. If your
team delegates parts of this plan among your group members, be sure to involve all team
members in your total planning effort and in the final determination of the contents of each
part. At a minimum
, you must cover the following in your Market Plan:
A paragraph describing what your Market Plan contains.
Explain your idea, which product or service you analyzed, the competitors
you focused on, what you found, and what you recommended.
section is written after your report is done, not before). 1 page