Synopsis of Report:

As this is an introductory course, it is understood that you are still learning many of the finer details of a typical Marketing Plan. However, you do have enough knowledge and background to complete a mini - marketing plan.

In this assignment you will take a fictitious situation but can be based on a real-life set of circumstances and create a marketing plan containing the components listed below.

If you are looking for ideas here are a couple

1. Marketing of an East Coast (ECHL) hockey team from Atlantic Canada starting in January 2023 and playing in stadiums with limited seating capacity.
2. Had another student comment on her job at a restaurant and how that was changing this would be a perfect scenario for this project
3. Mary Browns sponsorship of Mile One .

Description of Marketing Plan:

A Marketing Plan is the result of the end of the planning phase and is described as a road map for the marketing activities for an organization for a specified period of time. It is a component of a business plan but separate. The business plan looks at overall strategy including operations. (For example, the ability to lower variable cost through efficiency gains is an operational issue that should be covered in the business plan)

In this report, the marketing plan will be developed for an internal audience. It will seek to point the direction for future marketing activities for all individuals in the organization who must implement the plan or will be affected by it. As such, it will contain specific detail as to these marketing activities. (Expand on market on Facebook to run an online contest on a platform used by pre-teens to develop awareness of your product or service. Also include a little bit of detail on the contest)

Make sure that you are consistent with regards to each element of the Marketing Mix. (Eg. Price strategy has to match the product strategy High end gourmet coffee wouldnt be consistent with a campus coffee house)

This is not a long assignment, but you are encouraged to think creatively especially with regards to the use of social media for promotion.

Components of Marketing Plan:

Description of Company description of the company and what it is known for superior customer service, fast delivery, friendly atmosphere, youthful dcor, etc.

Target Market / Customer Analysis identify and brief description of primary and secondary target market these have to be your best potential customer groups.

(Eg. Middle aged with young family; 20 to 34-year-old, single, male, sports gamblers)

Industry / Competition Analysis short description of the industry in general and some specifics regarding competition

SWOT Analysis (Short) Strengths, Weaknesses, Opportunities, Threats (Internal versus External)

Set Marketing Objectives - must be clear and measurable targets; quite often center around Sales, Market Share and Customer Satisfaction (Eg. Create awareness by becoming an option to consider for entertainment among pre-teens.)

Choose a Strategy to Achieve the Marketing Objectives - Key strategies center around reducing cost or increasing or maintaining revenues.

Typical Marketing Strategies designed to increase revenue: (Pick One!)

1. Product Development - develop a new product for an existing market
2. Market Development - enter a new market with an existing product
3. Market Penetration - sell more of a current product to your existing market
4. Diversification - sell a new product to a new market

Marketing Program

1. Product / Service Strategy - (Eg. Coffee shop with a coffee house atmosphere and amenities such as book / magazine exchange rack)
2. Pricing Strategy (Might be to match competition, if it is a product that is hard to differentiatemust connect to Product strategy)
3. Promotion Strategy (Could be advertising, sponsorship of events. must connect to target market)
4. Place (Distribution) Strategy - (Location could be high pedestrian traffic area; also could be sales parties)

Report Guidelines:

• Individual or Group assignment (Maximum of 2 per group)
• Brief introductory paragraph to outline what your report is all about
• Brief background with a summary of the company or organization that you have chosen and its current situation. (This may be somewhat duplicated in the SWOT analysis section thats fine)
• You are free to organize the report in any way that you like but be sure to pay attention to the recommended length.
• The recommended length for your term assignment is five (5) pages, space and half spacing, not including the cover page or an Appendices. (Length is not the key here; conciseness, consistency and creative thinking is!)
• Term Project Outline: 1 to 2 paragraphs (Friday June 3 more details to follow on this)