Select a global company that uses many forms of consumer based marketing It can be a retailer of any kind or a manufacturer of consumer products Develop a marketing plan brief for the primary product or service offered by the company Note this should be an actual company and an existing product or service, not a fictional or startup company Requirements for Marketing Plan Outline Company Overview Introduce the company, and briefly describe the main line of business of the company Summarize how the marketing plan outline would be informed by finance, accounting, economics, and management Environmental Analysis Compile an analysis of the external global environment of this company, including the legal and ethical, political, economic, sociocultural, and technological environments Marketing Mix (Four Ps ) (This needs to be a summary of the four Ps , not an in depth description ) Explain the implementation of the marketing mix (four Ps ), as follows Product Describe the products or services offered by this company Discuss brand strengths, including logo recognition and brand equity Price Describe the pricing strategies used by this company and the level of effectiveness with respect to acceptance by their target market(s) Outline the quantitative calculations used in setting the pricing strategy Place Describe at least 2 distribution channels used by this company This should include a description of the entire channel from the manufacturer to the end consumer, including global distribution channels Promotion Describe at least 2 traditional and 1 nontraditional (digital) forms of marketing communication and media channels used by this company Why do you believe these are used Explain the theme or message used within the IMC campaign Why would the target market find these messages interesting and influential Summary Summarize the outcomes of the marketing plan outline The summary should provide an overview of the intended outcomes of the marketing plan outline Is the approach feasible Is it cost effective Grading Criteria

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Select a global company that uses many forms of consumer-based marketing. It can be a retailer of any kind or a manufacturer of consumer products.

Select a global company that uses many forms of consumer-based marketing. It can be a retailer of any kind or a manufacturer of consumer products. Develop a marketing plan brief for the primary product or service offered by the company. Note this should be an actual company and an existing product or service, not a fictional or startup company.

Requirements for Marketing Plan Outline:

Company Overview

Introduce the company, and briefly describe the main line of business of the company.
Summarize how the marketing plan outline would be informed by finance, accounting, economics, and management.

Environmental Analysis

Compile an analysis of the external global environment of this company, including the legal and ethical, political, economic, sociocultural, and technological environments.

Marketing Mix (FourPs)(This needs to be a summary of the fourPs, not an in-depth description.)

Explain the implementation of the marketing mix (fourPs), as follows:
Product
Describe the products or services offered by this company. ?
Discuss brand strengths, including logo recognition and brand equity.
Price
Describe the pricing strategies used by this company and the level of effectiveness with respect to acceptance by their target market(s). ?
Outline the quantitative calculations used in setting the pricing strategy.
Place
Describe at least 2 distribution channels used by this company. This should include a description of the entire channel from the manufacturer to the end consumer, including global distribution channels.
Promotion
Describe at least 2 traditional and 1 nontraditional (digital) forms of marketing communication and media channels used by this company. Why do you believe these are used?
Explain the theme or message used within the IMC campaign. Why would the target market find these messages interesting and influential?

Summary

Summarize the outcomes of the marketing plan outline. The summary should provide an overview of the intended outcomes of the marketing plan outline. Is the approach feasible? Is it cost-effective?

Grading Criteria