The Marketing Plan

Mayvelyn S. Covita, PhD

MMBA 203
August 29, 2020
 TOPIC OUTLINE
The Marketing Plan
 Situation Analysis
 Marketing Strategy
 Financial Projections
 Implementation Controls
Details of the Case
Source: Iaccobucci, D. (2018). Marketing management, Fifth edition. Canada: Cengage Learning.
Part I: Situation Analysis
This section presents relevant background data on
a. Current Summarizes relevant background
situation and information on the market, competition, and
trends the macro environment, and trends therein,
including size and growth rates for the
overall market and key segments.
b. Performance Examines the past performance of the
review (for an product or service and the elements of its
existing product marketing program (e.g. distribution,
or service) promotions)
c. Key issues Identifies the main opportunities and threats
to the product or service that the plan must
deal with in the coming, and the relative
strengths and weaknesses of the product and
business unit that must be taken into
account in facing those issues
Source: Iaccobucci, D. (2018). Marketing management, Fifth edition. Canada: Cengage Learning.
Part II: Marketing Strategy

Here, the objectives of the marketing plan

need to be defined. It also defines the groups
and needs that the market offerings are
intended to satisfy. The researchers should also
establish the product or service line’s
competitive positioning, which will inform the
game plan to accomplish the plan’s objective.
The marketing strategy should also be specific
about the branding strategy and customer
strategy that will be employed.
Source: Iaccobucci, D. (2018). Marketing management, Fifth edition. Canada: Cengage Learning.
Source: Iaccobucci, D. (2018). Marketing management, Fifth edition. Canada: Cengage Learning.
Part III: Financial Projections
Financial projections include a sales
forecast, an expense forecast, and a break-even
analysis. On the revenue side, the projections
show the forecasted sales volume by month and
project category. On the expense side, the
projections show the expected costs of marketing,
broken down into finer activities. The break-even
analysis shows how many units must be sold
monthly to offset the monthly fixed costs and
average per-unit variable costs.
Part IV: Implementation Controls
The last section of the marketing plan outlines the
controls for monitoring and adjusting
implementation of the plan. This includes
contingency plans outlining the steps management
would take in response to specific environmental
developments, such as price wars or strikes. (action plan)

N.B.
You may check and choose the appropriate action plan template for your case.
https://www.smartsheet.com/develop-plan-action-free-templates
 Note: Include relevant appendices, whichever are applicable and available.

Source: Iaccobucci, D. (2018). Marketing management, Fifth edition. Canada: Cengage Learning.
References
Appendices

Additional guidelines:
Font 11, Arial; 1” margin, all sides
Short bond paper; single spacing; double space in between
parts and paragraphs
Ring bound, with transparent cover
Use APA 5 for references used
Provide documentation or pictures of data gathering activities
(e.g. field observations; personal interviews)
Identify the case firm/company for
the marketing plan and provide a
background regarding the firm

Due: Session 3 (September 5)

Case Study Analysis
Case study analysis is a method of describing a situation that is representative of an
issue such that the issue, the stakeholders, the decision makers, relevant factual
information, alternative solutions, and core values are made clear in detailed written
form. That may sound like a lot, but the method is designed in steps that allow you to
develop each part systematically and produce a coherent whole. If you master this
method, you will find it valuable in a wide range of tasks where analysis and
description are needed. Your next essay assignment is based on using this method.

The case study analysis method has 6 steps:

1. Identify and express the philosophical issue of interest in the case.
2. Identify and describe the stake-holders and decision-makers in the case.
3. Gather and assess the relevant factual information. Describe the importance of this
information to the issue.
4. Present at least two different realistic alternatives available to the decision-makers.
5. Identify and describe the general value statements that are relevant to the issue.
6. Determine which alternative is the stronger by applying the core value statements to
the case. Explain the reasoning for this choice.

https://oregonstate.edu/instruct/phl201/modules/just_war_theory/case_study_analysis.html
If you experience difficulty or thinker's block in developing a case, try basing your
case on a historical event (something that actually happened) but change the details to
work for your issue. The historical case may be from your own experience as well as a
publically known incident. The following is a hypothetical case developed for the
issue; "Is the cloning of pets morally acceptable?“

Mrs. & Mr. A are a wealthy retired couple. When their pet Shiztu dog, Mimi, died at 14
years old, they were quite bereaved. Mrs. A suffered a persistent depression from the
loss. Recently they became the first clients of a new business named BioFriends. This
company offers cloning services to people who want genetic replicas of their animal
companions. Company spokesperson, Virginia Perky, tells inquirers that the company
can work from a single cell to grow a new animal that is physically identical to the
host animal. She says; "Many of the behavior traits that we associate as an animal's
character have genetic bases. BioFriends is the closest one can get to bringing one's
beloved pet back from death." The A's are very pleased with the results saying; "We
just wanted our Mimi back. This puppy is like getting her for the first time all over
again." Fortunately for the A's, they had arranged to have Mimi's remains
cryogenicaly frozen instead of cremated or buried. This allowed some viable cells to
be harvested from the dog's internal organs.

https://oregonstate.edu/instruct/phl201/modules/just_war_theory/case_study_analysis.html
BioFriends is a corporation started by two researchers who work at the Primate
Development Institute in Beavertown, Oregon. The Primate Development Institute has
long practiced cloning to produce genetically identical monkeys for medical research
and has been one of the leading sources of advanced cloning techniques. One of the
company's founders, Dr. Z, said; "This is really a mission of humanity. People love their
pets and we can give them back the animals they love. If it is acceptable to clone
monkeys for medical testing, it is surely good to reunite people with their beloved
companions." Not everyone is enamored with the BioFriend's mission. Jenny Fox,
Senior Officer of the North West Humane Fellowship, which operates animal shelters in
the region remarked; "We have to dispose of hundreds of unwanted animals every week.
It is ridiculous that people are spending small fortunes for pets grown in a test tube
when they could adopt a wonderful animal for the cost of vaccinations. We should be
taking care of the animals we have, not finding science fiction ways to create new ones."
Jock Rader of the radical Animal Liberation Foundation added to the concerns; "Birth
is a natural process. It is an abomination to artificially create living beings, whether for
pleasure as with the pets or for torture as with the monkeys." Despite the criticisms,
BioFriends seems to have an instant success on its hands. "We already have a nine
month waiting list for orders -- as we have capacity to farm about six animals at a time -
- but we will harvest the cells immediately upon request, with of course, a
down payment," says Perky.
https://oregonstate.edu/instruct/phl201/modules/just_war_theory/case_study_analysis.html
End of Presentation