Project #71486 - Term Paper & Marketing Plan

This is your marketing plan assignment.   Pick a product and write a marketing plan as a General Manager of a business.  You can choose any product or service.  The goal is for you to demonstrate your ability to apply the key course concepts such as:  situational analysis, the 5Cs, STP,  4Ps, and branding strategy to your chosen organization. 

Paper is to be a minimum of 7 pages, not counting the title page or reference page with a  maximum length of 9 pages (deductions of 10% per page for each page over 9).   Paper is to have at least 6 references in addition to the text book.  At least two references MUST be from peer reviewed journals.  Please see the rubric for grading guidelines.

Your text provides much information on writing a marketing plan; please see Chapter 17 page 223-232.  The first page is your APA formatted cover page.  The next 8-10 pages should have the following HEADINGS:    Executive Summary, Situational Analysis (5C's); Market Analysis and Strategies (STP); and Tactical Plans (4P's), Branding Strategy, Conclusion.    Finally, the last page is your reference page.   Please use subheadings under each heading.  For example, the subheadings under Situational Analysis (5C's) are:  Customer, Company, Context, Collaborators, and Competitors. 

 Here are the main points that I will be looking for with your marketing plan/term paper:

  1. Introduction-provides a detailed and informative discussion of the product or service and why this product or service was chosen
  2.  Situational analysis (5Cs). A separate paragraph is needed for each C. Relate your product or service to course marketing concepts Each C is to be defined in your own words and then applied to your product or service.
  3. Segmentation and  Targeting. Each of concepts is clearly defined in student's own words. Paper provides well thought out reasons on how market may be segmented and how and why target segment is chosen. Each concept (segmentation, targeting, and positioning) requires one to two paragraphs.
  4. Positioning:    Product, Price, Promotion, Place (4Ps). Each of the 4 p's to be clearly defined. Paper provides detailed reasons on how and why pricing and promotional strategies are chosen. Each of the p's requires at least two or three paragraphs. Special attention to be given to plans for price and promotion.
  5. Branding Strategy:  What are the consumer expectations and the implied promise?  What activities created the brand?  What needs to be done to maintain the brand in the future?
  6. Grammar, APA guidelines, minimum of 4 references (2 from peer reviewed articles)  Be sure that most of your research is on marketing concepts, not on information concerning you chosen organization.  Use sources like the Journal of Marketing to find peer-reviewed articles on key marketing concepts.  Add these concepts into your paper and then discuss how your chosen organization can apply these concepts.
  7. Marketing plan flows correctly from SWOT analysis to setting goals and objectives to segmentation and targeting strategy and finally to attractive market position using the 4p's

 Be sure to review the grading rubric!

 This paper is for you to demonstrate what you have learned in this course.  I will be grading your paper with very high expectations!

 All written work MUST be submitted in one of the following formats:  .doc., docx,, PDF or .ppt. In addition all written work must be completed using proper APA format.

Marketing Plan Grading Rubric
Marketing Plan Grading Rubric
CriteriaRatingsPts
Introduction-provides a detailed and informative discussion of the product or service and why this product or service was chosen
Outstanding and exceptional
25 pts
Good to Very Good
20 pts
Meets Expectations
15 pts
Does not meet expectations
10 pts
25 pts
Situational analysis (5Cs). A separate paragraph is needed for each C. Relate your product or service to course marketing concepts Each C is to be defined in your own words and then applied to your product or service.
Outstanding and Exceptional Analysis covers all possibilities in detail.
50 pts
Good to Very Good
42 pts
Meets Expectations
36 pts
Does not meet expectations
30 pts
50 pts
Segmentation, Targeting, and Positioning. Each of the 3 concepts is clearly defined in student's own words. Paper provides well thought out reasons for how and why target segment strategy and market positioning strategy are chosen. Each concept (segmentation, targeting, and positioning) requires one to two paragraphs.
Outstanding and Exceptional. Segmentation is clearly defined; logic is fully explained. Strategy for targeting and positioning are clearly and logically stated strategy appears to be effective from all viewpoints
50 pts
Good to Very Good
42 pts
Meets Expectations
36 pts
Does not meet expectations
30 pts
50 pts
Product, Price, Promotion, Place (4Ps). Each of the 4 p's to be clearly defined. Paper provides detailed reasons on how and why pricing and promotional strategies are chosen. Each of the p's requires at least two or three paragraphs. Special attention to be given to plans for price and promotion.
Outstanding and Exceptional. Each P is fully defined and the strategy to execute is fully explained.
50 pts
Good to Very Good
42 pts
Meets Expectations
36 pts
Does not meet expectations
30 pts
50 pts
Grammar, APA guidelines, references
Outstanding and Exceptional
25 pts
Good to Very Good
20 pts
Meets Expectations
15 pts
Does not meet expectations
10 pts
25 pts
Total Points: 200

Subject Business
Due By (Pacific Time) 06/17/2015 12:00 pm
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