T​‌‍‍‍‌‍‌‍‍‍‌‌‌‍‌‌‌‌‌‌​able of Contents Executive Summary Market Segmentation &

T​‌‍‍‍‌‍‌‍‍‍‌‌‌‍‌‌‌‌‌‌​able of Contents
Executive Summary
Market Segmentation & Targeting
Situation and Company Analysis
Ethics and Social Responsibility
Positioning and Differentiation
Marketing Mix (4Ps)
Product Strategy
Pricing Strategy
Place: Distribution Strategy
Promotion: Integrated Marketing Communications Strategy
Executive Summary
Complete this section last. Do not exceed one page in length for this section. This short summary should provide an overview of your entire marketing plan. All this information is covered in more detail in the rest of the marketing plan. For the Executive Summary, provide a clear, concise overview of the following points:
Company Description
Briefly describe the organization and offerings (products and/or services) your marketing plan focuses on, and the problem(s) they solve.
Target Segment
Identify and briefly describe your target segment.
Marketing Plan Objectives
List the objectives of the marketing plan: What will it accomplish? Be as specific as possible: anticipated increase in sales, profits, market share, etc.
Market Segmentation & Targeting
? Describe the total market for your product or service: Who are potential customers?
? Identify and briefly describe 2-3 segments within the market.
? Which segment does this marketing plan focus on? Why do you believe this segment will offer growth and profit opportunities?
Situation and Company Analysis
Competitive Environment
What firms are the top two competitors to your business? What are their main selling points or competitive advantages? What is your firm’s advantage over competitors? Is the market large enough to support you and all competitors?
SWOT Analysis
Instruction: Complete the table below with descriptive responses and explanation as you answer the questions below, remembering that Strengths and Weakness are INTERNAL to the organization and Opportunities and Threats are EXTERNAL (i.e., C-PEST that are not in their direct control).
Internal Strengths
? Identify 2 attributes of the company.
? Strengths are issues inside the firm that management can directly control.
? Identify 2 resources the company lacks.
? Weaknesses are issues inside the firm that management can directly control.
External Opportunities
? Identify 2 underserved or emerging markets, or situations outside the firm that can be used to the firm’s advantage.
? Opportunities are issues outside the firm that management cannot directly control.
? Identify 2 concerns outside the firm that could cause the firm significant hardship including possible closure.
? Threats are issues outside the firm that management cannot directly control.
Ethics and Social Responsibility
Considering industry-standard levels of operation, how can your firm create a more ethical, socially responsible and/or sustainable business? What can your firm do differently from the industry-norm to advance ethical operations or ​‌‍‍‍‌‍‌‍‍‍‌‌‌‍‌‌‌‌‌‌​social responsibility?
Positioning and Differentiation
Positioning and differentiation explain what you want to be known for in the market, and how you are different from competitors. Respond to the following questions.
Marketing Mix (4Ps)
Product Strategy
Briefly describe your product or service. Where is it in the product life cycle? How does your product strategy add value to consumers?
Pricing Strategy
Briefly describe how you price your product or service. How does this compare to competitors? How does your pricing strategy add value to consumers?
Place: Distribution Strategy
Briefly describe how your products or services are distributed? How does your distribution strategy add value to consumers?
Promotion: Integrated Marketing Communications Strategy
Use the template below to lay out your design for a new marketing campaign aimed at your target segment.
How will you achieve your goal? What promotional or engagement strategies will you use? Think creatively about campaigns you’ve seen for companies or brands that have caught your attention, and how your campaign will make an impact on your target audience. Will your campaign influence? Engage? Educate? Nurture? Build awareness? Etc.
Example: Use email marketing, social media and a sales promotion (prize drawing at a conference) to encourage veteran attendees to post online about their experiences and plans for attending the user conference using the event hashtag. Use these testimonials to amplify dialogue about the conference (via social media), build awareness (via email marketing, website and targeted digital advertising) and convince peers they should attend.
In consideration of the of your previous analysis, you need to identify at least one goal for the campaign.
? Describe the target segment for your campaign.
? What is the goal you want to achieve with the campaign?
Audience: HR professionals who are casual and power-users of Chamber systems
Increase event registration by 20% by the start date of the annual user conference.
Call to action: Register online today.
Measurement (KPIs – Key Performance Indicators)
How will you measure the success of the campaign? Select 2 KPIs (key performance indicators) that you will measure. Briefly explain why each KPI you select will be a good indicator of whether your campaign is successful.
Examples of KPIs:
? Total sales/revenue
? New/incremental sales
? Website unique visitors
? Number of registrations/sign-ups
? Engagement – comments, likes, shares, page views, video views
? Followers – social media (Facebook, Twitter, LinkedIn, YouTube)
? Etc.
Remember to complete your Executive Summary at the beginning of this document. Also, be sure and remove all instructions, which are in italic typeface. When completing each section, do not use all italic typeface.
Flinders Business School Marketing Plan Template. Authored by David Medlow-Smith. Located at: https://archive.org/details/FlindersBusinessSchoolMarketingPlan2. License: CC​‌‍‍‍‌‍‌‍‍‍‌‌‌‍‌‌‌‌‌‌​ BY-SA.

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