RutgersStrategicMarketingKalan project Fall 2011(1)

RutgersStrategicMarketingKalan project Fall 2011(1) -...

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Rutgers Marketing 33 630 452 Fall 2011 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 representative. 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., the web). 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: I.Executive Summary: 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. (Note: this section is written after your report is done, not before). 1 page
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II.Situation Analysis: Brief Description of the Need and the Product or Service Concept A. Is it a new need? If so, why and how was it created? B.
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RutgersStrategicMarketingKalan project Fall 2011(1) -...

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