MARKETING PRINCIPLES

Fall 2014
Term Team Assignment: Mini-Marketing Plan Analysis

write a mini-Marketing Plan for one of the following products/companies:

1.
2.
3.
4.

Hartz Mountain Corporation Cat toys

S.C. Johnson Pledge (dusting aid)
Green Mountain Coffee Roasters Fair Trade Coffee
Tata Motors the Nano Car

The plan should contain the following sections:

1.

EXECUTIVE SUMMARY
What is this report about? What is its purpose? What does it tell us?

2.

PRODUCT DESCRIPTION
Development and background of the product(s). Product description.

3.

MARKET ANALYSIS
Market size. Competitors. Market share. Where product is in its life cycle.

4.

SWOT
Company strengths and weaknesses related to marketing this product.
External threats and opportunities related to marketing this product.

5.

CURRENT TARGET MARKET AND TARGET MARKET SEGMENTS: ANALYSIS AND

RECOMMENDATIONS

6.

CURRENT POSITIONING STRATEGY: ANALYSIS AND RECOMMENDATIONS

7.

CURRENT VALUE PROPOSITION: ANALYSIS AND RECOMMENDATIONS

8.

CONCLUSION
On the basis of your analysis, what is your informed prediction of the success
of this product over the next five years?

To write this plan, you may use as a reference your textbook and/or the Marketing
Tutorials AND How to Write A Marketing Plan on KNOWTHIS.COM. Sections 2, 3, 4, 5,
6 and 7 require extensive secondary research. Your plan should be from 7-10 pages
in length. Graphs, charts and illustrations are encouraged.