Company: CW pencil enterprise

The marketing plan should include the following topics.Note that Chapter 2 in your text also contains this information that will guide you through this process.You should also be able to use your Assignment 1, 2, and 3 to guide you through this final paper.

For clarity of communication and to ensure thoroughness, include section headings. USE THIS OUTLINE FOR YOUR PAPER PLEASE.

Cover Page: Include the title (Marketing Plan), name of the client business, course name, professor's name, group name, authors, and date.Logo of your business.

Executive Summary: An executive summary does not introduce the paper, nor does it simply tell the reader the topics that will be covered. Rather, it provides a brief version of the paper. It provides the reader (your client or your professor, depending on the audience you are asked to address) an overview of major points and key recommendations prior to reading the entire plan. Summarize the most important points from each section of the paper. Write this last, since it includes information from the entire paper. The executive summary should be one full page.

Table of Contents: Provide a table of contents with page numbers.

1.Intro of business - location, industry,

2.Mission Statement

3.History of the business & owner/manager

4.SWOT Analysis (5 bullet points for each)

5.Customers

a.Marketing Segments

b.Target Audience

i.Primary (add persona)

ii.Secondary (add persona)

6.External environment

a.Economic environment

b.Demographic environment

c.Social and cultural environment

d.Political and legal environment

e.Technological environment

f.Competitors (describe 2)

Overview of each

Competitive Advantage

*SWOT - (complete one for each competitor)

7.Current Marketing Goals (objectives - for next 12 months) of the Company

8.Current Strategies

a.Product strategies

b.Pricing strategies

c.Distribution strategies

d.Promotion strategies

9.Financials

a.Profit and Loss of company (fictious)

a.Include assumption of Marketing budget

b.Example of CLV

10.Recommendations for Change

Reference Page

GROUP DYNAMICS

Your professor will divide the class into small groups.Group members will want to share telephone numbers and e-mail addresses and settle upon a time to meet outside of class.Also, note the scheduled class times for meeting.

The group members may divide the responsibility for particular parts of the marketing plan and assign a part or parts to individual group members.However, each group member is responsible for the entire assignment.

The group may NOT omit the name of a member(s) who does not complete his/her assigned responsibilities on time.The Peer Evaluation score should reflect the group members' participation in the process.

HELPFUL HINTS FOR WRITING PAPERS

WRITING MECHANICS

1.Print the assignments and utilize your peer's reflections that they give you.

2.Double-space everything.Double space between sections.Do NOT triple, quadruple or use any other spacing anywhere.Double space everywhere.

3.Set margins at one inch.

4.Do NOT right justify.

5.Always make back-up copies

6.Number the pages.Number the pages.Number the pages.

7.Use 12 point Times New Roman to prepare the paper.

WRITING ORGANIZATION

1.Use headings, sub-headings, sub-sub-headings, etc. whenever you change the topic.Do not turn in a paper without headings, etc.

2.If necessary, obtain a style manual for heading examples.You can use the Marketing Plan Assignment format if you wish.

3.Indent the beginning of each new paragraph.

4.Include a cover page with the title of the project, your name, and any other information you deem useful.

5.Do not write the paper using a bullet format. It is in paragraph form and

written in a professional business writing using 3^rd person. You will write

"the team..."

COMMON PROBLEM AREAS

1.Know the difference between their and there, two, too, and to, due and do, hear and here, loan and borrow, etc. and use these words correctly.

2.Spell all words correctly.Your word processing software includes a spell-checking option.Word for Windows has a grammar checker built into it.Use them.Capitalize the word I.Capitalize a city name such as Grand Forks.Capitalize the business name. Use the full business name all throughout the paper (do not use an acronym).

3.A sentence must include only one basic idea.Business readers prefer short, punchy sentences to long, involved, convoluted ones.

4.A Paragraph must contain at least four sentences with a topic sentence.

5.A paragraph must include only one basic topic.Business readers prefer short, punchy paragraphs to long, convoluted ones containing several quite different topics.

STRUCTURE

1.Edit and review your paper.Each of you edit and review.Each team member should READ the final document - all of it to assure it is correct.

2.Punctuate correctly.

3.Write in complete sentences.Do not write sentence fragments.

4.Do not write run on sentences.

5.Do not attempt to convey too much information in one sentence.Rather than write one long, wordy sentence write several short, clear ones.

6.Avoid writing in the passive voice.

7.Avoid using the verb, "to be," including am, is, are, was, be, been, and being.

8.Do not use "there" or "it" or "this" as the subject of a sentence.

9.Do not begin a sentence with a number.

10.Spell numbers less than 10.Write as a numeral those 10 or greater.

11.Do not use the words "got" or "a lot."

12.Write percentages with a number and percentage sign (58%).

13.Personal pronouns must agree with their antecedents (the nouns they represent) in gender and number.

14.A verb must agree with its subject in person and number.

15.Do not put a diagram or a graph into the document without first describing what it contains.Introduce each topic area using marketing terminology from your text.

16.Papers that contain the problems listed above will be returned and the grade of final drafts with these problems will be reduced.

Writing Issues:Strong business writing is required. Do not overlook misspelled words. Use appropriate grammar, punctuation, capital letters, and spacing. Format the document. Eliminate unnecessary spacing and lack of coherence. Headings and sub-headings must follow a logical sequence. Proofread as a group to take advantage of different perspectives.It should read as though one person wrote the document.