MKT501 Marketing Plan AssignmentUse this format to plan your research and complete the SLP assignments. Your final paper inmodule 4 SLP should follow this outline. Note that the letters “a, b, c…” and the numbers “i, ii,iii, iv…” in the outline below are used to show the major issues you need to include in yourpaper and you should not use these letters and numbers to organize your paper.Cover Page (1 page)a. Marketing plan titleb. Course title and numberc. Your name and dated. Name of Instructore. Executive Summary (2 pages maximum)f. Summary of what plan is designed to achieveg. Summary of key elements of internal environment and external environmentanalysis (only points that are relevant to understanding the action plan, only thepoint, not the analysis)h. Summary of prescribed goals and strategic approach to achieving them.i. Summary of key actions that are outlined.Table of Contents (as many pages as needed)I. Product Statement (2 pages maximum)j. Describe the company/organizationk. Provide brief background of the organizationl. Describe charge you have for this marketing planm. Provide a brief overview of what issue you are studying, and how a marketingperspective can help address the issue.II. Situation Analysis (3‐6 pages)NOTE: only include sections which are relevant to your charge. The relevance ofeach section of analysis should be clear to the reader.a. External Environment Analysisi. Context Analysis Industry forces that might impact success of any actions takenii. Competitor Analysis Any organization or message which may prevent any actionstaken from being successfuliii. Technological and Economical situation Analysisiv. Political, legal and cultural Analysis2b. Customer Environment Analysisi. Customer Analysisii. Collaborator Analysisc. Internal Environment Analysisi. Company AnalysisIII. SWOT Analysis (3‐6 pages)a. Strengths and Weaknesses(Internal)i. Strengthsii. Weaknessesb. Opportunities and Threats (External)i. Opportunitiesii. Threatsc. SWOT TableIV. Issues Analysis (2 pages maximum)a. Given your complete marketing analysis, what are the key issues which thecompany/organization must understand in order to address the charge that isbeing considered?i. NOTE: This section concisely identifies the most important issues anddecisions that the organization is likely to face when trying to promotethe product in your charge Bullet points (or numbered statements) are acceptable.V. Goals and Objectives (2 pages maximum)a. The goals and objectives should be stated clearly and conciselyi. (Think S.M.A.R.T.).b. Do not “Discuss” the goals/objectives. Just present them.i. Each goal/objective should be easily understood given your previousanalysis and summary of key issues.VI. Marketing Strategy Statements (2‐6 pages)a. NOTE: These are LITERALLY STATEMENTS.i. Do not provide detailed descriptions.ii. These statements will guide your implementation.iii. These statements should be logical given your analysis and goals.b. Target Market Definition3i. NOTE: This is a short, final description of who your action plan will beintended to reach. You may simply be a restating target populationpreviously identified. Describe the target market in demographic and/or psychographicterms. Describe the key benefits/behaviors this target marketseeks/prefers Estimate the number of customers in this segment.c. Strategy Statementsi. Value Statement1. Why should “customers” adopt your strategic initiative?2. What does your initiative provide (or what do you suggest itprovide) in order to encourage/support behavioral change.a. Identify “the set of benefits that the strategy offers”b. NOTE: The value proposition is intangible, it is madetangible through specific offerings/activities.ii. Proposition Statement1. What is the key proposition on which the strategy and itsactivities should be based?a. Refer to the “4ps” of marketing.iii. Accessibility Statement1. What information or support materials must be made easilyaccessible?a. Refer to the “4ps” of marketing.iv. Communication Statementa. What method of communications should be sought?i. Print/radio and other traditional media?ii. Social networking?VII.Marketing Implementation (2‐6 pages)a. Follow the format provided in the module 4 SLP.b. Remember, you should suggest at least 2 actions to be taken which can helpachieve your stated goals and which are consistent with your strategicstatements.c. What is the cost/budget of implementing the suggested actions?VIII. Marketing Budget (1 page)IX. References
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