Major products and/or services (names, types):
Products and/or services your marketing plan will focus on:
Headquarters (city, state, country):
Number of employees:
Situation and Company Analysis
Discuss factors that affect your consumers’ purchasing power and spending patterns. What is the economic environment that you are operating in? Is it a growth, recovery or recession? Will it be easy to find staff? What is the current interest rate i.e. is it increasing or decreasing? What is consumer confidence like?
The technological environment changes rapidly. You need to make sure that you are aware of trends in your industry and other industries could affect your business. New technologies create new markets and can influence you consumers and competitors. Industry environment What are the trends in your industry? Are there new entrants in the market? Has a substitute product been introduced? Are there changes in industry practices or new benchmarks to use?
How many competitors do you have? Who are the key competitors? What are the key selling points or competitive advantages of each one. What is your advantage over competitors? Is the market large enough to support you and competitors?
Consider the political environment for the areas that your business will trade and operate in. Is there a stable political system? Are there any licenses and regulations that you should be aware of? Do you need to win support to be able to operate?
Instruction: Complete the table below with descriptive responses and explanation as you answer the questions below.
Does the organization have a strong brand presence?
What resources are available for marketing activities?
Does the the company have unique products or services that satisfy the needs of their target market?
What makes the company’s products or services unique?
What value is brought to customers?
Factors Influencing Customer Decisions
Provide a brief profile of your target segment using at least three of the following categories:
Geographic characteristics: e.g., location, region, population size or climate.
Personal and demographic characteristics: e.g., age, gender, family size, family life stage, income, personality.
Social and Psychological characteristics: e.g., culture, social class, lifestyle, motivation, attitudes, reference groups, beliefs.
Situational characteristics: e.g., buying situation, level of involvement, market offerings, frequency of use, brand loyalty.
B2B/organizational buying considerations: e.g., individual factors, organizational factors, business environment factors, types of complexity
List the competitive advantages of the product, service or organization you’re focusing on: the things that make it different from competitors in positive ways.
Market Niche and Positioning Strategy
Describe the market niche you want to fill, along with the positioning strategy you recommend using. Why do you think this is the right approach?
Develop a positioning statement using this formula: “To [target audience], [product/service/organization name] is the only [category or frame of reference] that [points of differentiation/benefits delivered] because [reasons to believe].
Do you recommend a repositioning that improves on what the organization has been using up to this point? Why or why not?
What is the “brand” you are trying to build? What do people think about this brand today, and how do they experience it?
What is the brand promise for this brand? If one hasn’t been defined yet, create one. If you believe the brand promise needs improvement, please suggest how you would refine it. Why is your recommended brand promise a good fit?
Brand Voice and Personality
Describe your brand voice and personality using the is/is never template:
[Brand] is never:
Brand Positioning and Strategy
Make a recommendation about brand positioning and/or branding strategy to help build the brand and contribute to align it with what your target segment wants. How will this contribute to the success of your product, service or organizationGrading Rubric
Marketing Mix (Four Ps)
Briefly describe your product or service. Where is it in the product life cycle? What recommendations do you have for improving the offering to fit your target market’s needs? Be sure to consider:
What level of quality and consistency does the offering have?
How many features does it have and can they be removed or added?
How well does your product or service deliver what the customer values? How can it improve?
What improvements would help your offering compete more effectively?
How is your product or service priced today? How does this compare to competitors, assuming competitors are at or near break-even point with their pricing? Analyze pricing alternatives and make recommendations about pricing going forward based on the following:
How sensitive are your customers to changes in price?
What revenue you need to break even and achieve profitability?
What does the price says about your product in terms of value, quality, prestige, etc.?
Place: Distribution Strategy
What is your current distribution strategy? What missed opportunities or disconnects are you seeing in this distribution approach? Make recommendations about your future distribution strategy based on the following:
What are the best distribution channels and methods for you to use, and why?
Will you have a retail outlet and if so, where will it be located?
In what geographic area(s) will your product/service be available?
Promotion: Integrated Marketing Communications Strategy
Use the template below to lay out your design for a marketing campaign aimed at your target segment.
How will you achieve your goal? What promotional or engagement strategies will you use? Think creatively about campaigns you’ve seen for companies or brands that have caught your attention, and how your campaign will make an impact on your target audience. Will your campaign influence? Engage? Educate? Nurture? Build awareness? Etc.
Example: Use email marketing, social media and a sales promotion (prize drawing at conference) to encourage veteran attendees to post online about their experiences and plans for attending the user conference using the event hashtag. Use these testimonials to amplify dialogue about the conference (via social media), build awareness (via email marketing, Web site and targeted digital advertising) and convince peers they should attend.
Does the organization have a weak brand presence?
Are resources insufficient for marketing activities?
Does the company lack distinctive products or services?
Do current products or services fail to satisfy the needs of customers?
Do current products or services fail to bring value to customers?
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