Maryland Zoo Marketing Plan Assignment

Throughout this course, you will be gaining practical knowledge of how executives develop marketing plans. To help you get a better understanding of the principles and concepts of developing a marketing plan, you will have an opportunity to a Marketing Plan for the Maryland Zoo. Your audience is the marketing department at the Maryland Zoo. They want to an 8-15 plan with at least 2 recommended marketing campaigns for how you plan to increase membership sales at the Maryland Zoo.

To help guide you through the process creating a marketing plan, the textbook offers a sample plan in Appendix A at the end of Chapter 2 of your textbook. We will also be working on several major portions of the marketing plan in 3 separate phases (see below). Each phase is worth 10 points and is an opportunity for you to receive feedback on your progress as you work on your marketing plan for the Maryland Zoo. It's important that you work on your marketing plan as you progress through the course. Each phase is designed to build the plan as you're working through the course readings and assignments.

At the end of the semester, you will submit a final plan that MUST include the following.

• Executive Summary (5 points): summarize each section of your report
• Description of the Maryland Zoo (5 points): include a brief background about the zoo and the market situation (half-full page)
• Strategic Plan/Focus (15 points): include the mission, goals and competency/sustainable competitive advantage of the Maryland Zoo.
• Situation Analysis (15 points):Include a SWOT Analysis and Environmental Scan and discuss the Industry Analysis - trends in zoo membership, Competitor Analysis, Company/Organization Analysis and Customer Analysis A full chart detailing your SWOT Analysis and Environmental Scan should appear in the Appendix.
• Market-Product Focus (15 points): Summarize the Marketing and Product Objectives and discuss in detail the following - Target Market Segments, Points of Difference and Positioning
• Marketing Program (15 points): Discuss at least 2 of the seven elements of marketing a service that you are recommending for the Maryland Zoo as part of your strategy to increase memberships to the zoo
• Financial Data and Projections (10 points): Summarize your projections based on the recommendations you discussed in the Marketing Program. Be sure your projections are realistic. IMPORTANT: Your data and projections must be developed in Excel and copied and pasted into your Word document.They should include all relevant costs and should show the net profit gained or lost based on your recommendations. This section should also include at least 2 graphic elements (i.e., graphs, tables, bar charts, etc.) that illustrate the data.
• Implementation Plan (10 points): Discuss your recommendations for implementing the Marketing Program
• Evaluation (10 points): Discuss how you plan to monitor results from your recommendations and evaluate their performance. (Note: A simple two-sentence statement as shown in Appendix A is not sufficient.) Be specific as to how you plan to monitor the performance of your campaign so you can track the results.

The assignment must be presented in a professional format using proper grammar and sentence structure to ensure the ideas are presented with clarity. The ideas must also be supported with evidence and research using proper APA reference citations throughout the document.

The final report is worth up to 100 points, which accounts for nearly 15% of your total grade. Please see the attached document for complete details.

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