The marketing plan format is one that is utilized by major corporations all over the country. However, writing a comprehensive marketing plan is a difficult and challenging task, yet, the ability to write such a plan is critical to the development of a marketing manager and an organization. As you draw to the culmination of this course, apply all that you have learned to develop a comprehensive marketing plan.

Directions:

Identify a company you would like to use for this assignment. This should be an organization that you are familiar with, or have access to their information. You will complete a comprehensive marketing plan, which will include an analysis of their current market situation. In other words, ask yourself: Is the industry growing? What is the market share for the organization that they represent? Who is the dominant player in the marketplace? Remember, you will need to justify your approach using market research and data.

The second step in the process is the actual writing of the plan. Think about the following: What are the goals and objectives for the organization? What is the timing of the plan? What resources will be required to achieve the plan? What are the financial goals?

In your marketing plan, be sure to include the following sections:

1. Executive Summary and Table of Contents

In the executive summary, make sure you address all the main goals and objectives of your plan. These goals and objectives need to be clear, measurable, and reasonable.

1. Situational Analysis

A situational analysis presents a snapshot of the market in its current state by describing the company’s products/services, target segments, distribution networks, and position of the products/services in the segment, along with competing offerings and relative positioning. It includes current and future assessment of the business conditions and challenges. Within your situational analysis, analyze all the following points:

·         Market summary 

       SWOT analysis

·         Competitor analysis

·         Product offering

·         Keys to success

·         Critical issues

·         Pricing

Marketing Strategy

The marketing strategy describes the planned direction and goals of the marketing activities, incorporating facts and assumptions about the market size, growth, and financial objectives. Think about the following questions: Where do you see your business going in the next 3-5 years? What is unique about your product portfolio? How will you tell the consumer about your products and unique value proposition? How will you stay connected to your target market’s needs and wants? How will you price your product? Within your market analysis, be sure to address the following:

·         Mission

·         Marketing objectives

·         Product positioning

·         Marketing mix (4 Ps)

·         Marketing research

1. Financials

The financials of the marketing plan describe a set of five-year revenue, cost, and profit projections for the marketing plan, including any initial startup costs, sales by channel and segment, and profit margins. Think about the following questions: How much do you plan to sell? What are your factory cost targets? What is your profit target by percent and dollar amount? Remember to include the following in your financials:

·         Sales Forecast

·         Profit targets

1. Controls

The controls of the marketing plan describe the budget tactical activities for implementing the plan, as well performance benchmarks for each activity. These include pricing, product configuration, promotion, and distribution performance benchmarks, and plans for changing any of the parameters if performance measures are not met. They are in place to measure forecast and profit attainment. Forecasts should be reviewed monthly and quarterly. Secondly, a 12-month calendar should be developed to clearly target specific dates for product introductions and promotional activity.

Remember to include the following:

·         Milestones

·         Implementations and timelines

1. Summary

The summary of the marketing plan should summarize the plan by summarizing the size and scope of the opportunity, and reiterating the STP (segmentation, targeting, positioning) and 4 P (product, price, place, promotion) elements of the plan. It should tell the reader that the plan is real, how you will win, and why it is worth pursuing as an organization (RRW). This section should be no longer than one page.

Remember to review the grading criteria as you write the plan to ensure you address all needed elements.

Write an 7–9-page report in Word format. Apply APA standards to citation of sources. Use the following file naming convention:

Write a four to six (4–6) page (1000–1200 word) paper that presents a reasoned, convincing argument for a

position on a selected topic. Your paper should cover the following:

TOPIC: CEOs are paid too much.

1. Follow the five steps of persuasion: establishing credibility, acknowledging the audience’s position, constructing a rationale, transplanting root elements, and asking for a response.
2. Clearly define your position and supporting evidence, including the results of your survey.
3. Include all the necessary “evidence” for the reader to reach the expected conclusion in each argument in the paper (whether the overriding argument or one contained in an individual paragraph)
4. Ensure that each argument in the paper (whether the overriding argument or one contained in an individual paragraph) is valid and free from both formal and informal fallacies.
5. Include at least four (4) references (sources). At least one (1) of your sources must be obtained from the collection of databases accessible from the Learning Resources Center Web page.

The paper should follow guidelines for clear and effectively organized writing:

• The paper is well-organized, and every explanation is both complete and easy to understand.
• Include an introductory paragraph and concluding paragraph for the paper.
• Main ideas should be addressed in body paragraphs with a topic sentence and supporting sentences.
• Adhere to standard rules of English grammar, punctuation, and mechanics.
• The paper should be checked for spelling and grammatical errors.

The format of the paper is to be as follows:

• Typed, double-spaced, Times New Roman font (size 12), one-inch margins on all sides, APA format.
• In addition to the four to six (4–6) pages assigned, a title page with the title of the assignment, your name, the instructor’s name, the course title, and the date is to be included, as well as a Reference Page.
• Sources documented using APA style for in-text citations and listed on the References Page using APA style format.

. A strategic inflection point may arise from (Points : 1)       
      
      
      

[removed] [removed] [removed] [removed]