ASSIGNMENT 3 – GROUP PROJECT (MARKETING PLAN) (30%)

COURSE NAME : STRATEGIC MARKETING

COURSE CODE : MKT646
GROUP’S MEMBERS : 1.______________________________________________________
2.______________________________________________________
3.______________________________________________________
4.______________________________________________________
5.______________________________________________________
6.______________________________________________________
LECTURER’S NAME : ___________________________________________________
PROGRAM : ___________________________________________________
COMPANY NAME : ___________________________________________________
TOTAL POINTS/WEIGHTAGE : _______/100 ( ______/30%)

Marketing Plan Elements Possible Points Comments

Points Earned
1. Executive Summary: 10
-Introduction
-Company overview
-Brief summary of the marketing plan
2. Marketing Plan Objective 10
(Developing a rationale for marketing plan)
-Objectives are observed during the entire marketing plan
3. Situation Analysis (Study internal and external 25
environment of the organization):
- Customers/Target Market Analysis
- Company Analysis
- Industry sector description
- Competitors Analysis
- Business climate (opportunities & threats of the
environmental forces)
4. Marketing Mix Strategy: 25
-Product Strategy (Product Mix)
-Pricing strategy
-Distribution strategy
-Promotional Strategy
-Media plan
-Promotion & advertising plan
-Personal selling strategy
-Positioning strategy
5. Financial Analysis: (Analyze the basic finance structure of 10
the organization)
-Starting capital
-Budget/cash flow for purchases & vendor list
-Break-even analysis
-Projected income & profit
-Overall financial concerns/implications
6. Challenges/ Contingency Plan: (Analyses of internal 10
environment and external environment)
-Internal risks
-External risks
-How risks will be avoided
-Actions when risks occur
7. Marketing Plan Format Guidelines: 10
- Arial Font 12, Double Spaced, 1” margins
- Follow APA throughout the paper which includes citations
and references
-Properly validate the information discussed in the paper
-Table of contents: organized, pages numbered, accurate
-Language: spelling, grammar, punctuation, sentence
structure
-Follow proper transitions
Total Points 100