Guidelines for Completing the Marketing Plan Final Assignment on EDMONTON OILERS (ICE-HOCKEY TEAM BASED IN EDMONTON)

Required Sections (Outline of Plan)

1. Cover Page

2. Table of Contents

3. Executive Summary

4. Situation Analysis

a. PESTLE analysis including health and safety

b. Customer Analysis

c. Competitor Analysis

d. Competitive Context Analysis (every "force" may not apply)

e. Collaborator Analysis (will be very short for this plan)

5. Mission Statement, Goals, Objectives

6. Marketing Strategies

a. Generic Strategic Approach

b. Pricing Strategies

c. Product Strategies

d. Promotion Strategies

e. Place/Distribution Strategies

7. Implementation

a. Identify & Discuss "Actions" that will:

i. support your strategies

ii. help you achieve your goals/objectives

iii. "work" given your situation analysis

8. Evaluation & Control

a. "We will evaluate our actions according to the following criteria...."

b. "Based on our evaluations, we plan the following controls to account for

poor or unexpected results"

9. Appendix (optional, but components must be included somewhere)

a. Margins/Mark-up for each product

b. Projected Demand/Sales for the second year

i. Quarter by quarter is suggested due to possible "seasonality" of

your business

c. Break-even analysis

d. Profit Impact for second year (or expected losses)

e. Any additional tables or graphs used in your plan