Final Assignment MKT 130 Marketing II

Complete a marketing plan for a new product using the principles learned in this course based on the following outline for submission and review. This assignment is worth 35% of your final mark.

This project will be presented to the class so prepare a PowerPoint presentation as well as a brief written report.

Executive Summary :

A brief summary of current affairs and possible changes. Followed by your recommendations for target market and segments as well as the execution of the marketing plan.

Situational Analysis

5Cs

Customer: Demographics, buying behaviour, why they buy/dont buy, future concerns

Company: SWOT analysis, future strategies

Context: PEST analysis, political, economical, social, technological

Collaborators: Supply chain, distribution, third parties

Competitors: SWOT on main competitor, challenges, problems

Strategic Development

Segmentation: Currently market served, future target markets, markets not interested in serving

Targeting: Deciding on the best segments to continue to serve or to find new segments to approach, do they fit into current strategic plans, attractiveness of other segments currently not being targeted

Positioning: The strategic plans of the company in relation to your product, market share vs competitors, marketing mix variables, changing scope of target market

Market Positioning, Strategies and Tactics 4Ps

Product: Phase in the product life cycle, quality of the product considered by consumers, benefits vs competition, brand association

Price: Pricing considerations vs strategic positioning, price sensitivities, occasional price discounts in relation to sales, segmentation pricing recommendations, pricing vs competition

Place: Distribution systems, exclusive positioning, potential conflicts, place vs competition, push or pull consumers

Promotion: Marketing communications goals, effectiveness of promotion, conversion rates, types of media and advertising, short term/long term goals with promotion

Implementation

Final recommendation along with the execution plan of implementing your marketing proposal. How are you going to market, types of media, budget forecasts and projections, influences, tangible tracking method of advertising.

Marking Matrix

Situational Analysis

Were the 5Cs covered properly? Was there sufficient analysis done to provide information for the project? /10

Strategic Development

Is there a clear segmentation strategy? What targeting has been done to create an effective market? Does the positioning align with the segmentation and targeting? /10

Marketing Positioning

What tactics are being used to position the product? Are the four Ps defined? What is the positioning relative to the competitors? What are the promotional goals of the marketing? /10

Implementation

How will the marketing plan be implemented? What types of media will be chosen and why? Does the implementation strategy align with the target market? How will the execution of the plan be tracked? What forecasts can be done in terms of impact or sales increases? /15

Final Report

Was a final report submitted? Was the report professional looking? Did the report include any supplemental data? Did the report include final recommendations with respect to the marketing launch? /20