14 Aug Your final portfolio for the class will be to create a marketing plan for the co

Your final portfolio for the class will be to create a marketing plan for the company ofyour choice. You will need to select a company that you have not used for your otherassignments in the class. Your plan information should address all areas covered in thiscourse for a marketing plan. The "Company-Business Profiles" link found in the Libraryunder the How to Find section, is a great place to look for company information for thisassignment.Use the marketing plan that is linked below and that is required reading for this modulefor your final portfolio project as a broad guide. The marketing plan document isessential to business strategy and is a focal point of this introductory class. Theessential information of a marketing plan is outlined in this document and will serve asthe blueprint for your portfolio project due this week.Marketing Plan:http://highered.mcgraw-hill.com/sites/0078028833/student_view0/marketing_plan.htmlBelow is the outline to be followed for this assignment:Ø Executive Summary This provides a busy executive everything he/she needsto know to invest (or not) in your proposal. It captures your key proposal andrecommendations/decision factors, and projected outcomes of the plan’srecommendations) (1/2 page)Ø Company Overview. (1/2 -1 page)Ø Situational analysis (includes a SWOTanalysis; identify at least 2 significantfactors for each of the 4 SWOT components. Identify applicable trends that arestatistically supported. Competitive analysis: create a comparative chart anddiscuss key aspects. (1 -2 pages)Ø Identify objectives or goals; briefly describe your proposal…describe what’snew and why. What is the opportunity to be addressed or the problem to besolved? (1/2 – 1 page)Ø STDP- Segmentation criteria; Targeting- roughly size your target market;Differentiation- how is your product/service different from your competition?;Positioning- what do you want your customer to think of regarding your brand,product, proposed product?)…take an analytical approach to this section. Howwill marketing research be used to support the planning, implementation, andmonitoring process? What research methodologies will be used? Create at leastone perceptual map (as applied to differentiation or positioning). ( 2 pages)Ø Marketing strategy: Explain and support your marketing mix componentdecisions (4 P’s), using academic concepts and academic reference sources.Add a sub-section on ethical and/or legal factors, plus CSR (corporate socialresponsibility) strategy summary. (1 -2 pages)Ø Financial projections. Present a summary spreadsheet. For example: years1,2, and 3 units sold, sales volumes. Estimate marketing expenses forpromotions/advertising. What is the projected timeline of the product life cycle’sintroduction and also growth stage? ( 1 page)Ø Implementation plan: specific series of tactics and steps that will betaken (primarily focused on distribution, marketing communications, promotion,PR, etc.) . Create a chart depicting your advertising/promotion plan with actions,time frame, media choice, etc. Include a Marketing Technology sub-section:How will marketing technology be used throughout the marketing process:marketing research, communications, promotions, monitoring, etc. (2 pages)Ø Evaluation and control metrics: How will you monitor progress of outcomesin your plan? How will you define and measure success? Connect these to yourobjectives and goals. (1/2- 1 page)Ø Conclusion (1 paragraph)Other:8 – 10 pages in the body of the paper. Estimated page counts are listed abovein each section.Use APA format! Do not enumerate the sections…use regular APA headingformat, and please use plenty of headings and sub-headings. Develop full paragraphsand full sentences.Apply marketing models, theory, terminology, and concepts throughoutthe plan.A minimum of 6 references (in addition to course materials like the textbook orarticles). At least 2 of these being peer-reviewed articles. The CSU-Global Library isa good place to search for credible, scholarly sources.READ THE PORTFOLIO PROJECT RUBRIC IN DETAIL (pre-loaded into thecourse website). Note that there are additional aspects that need to be addressed,such as applying critical thinking throughout the plan, analytics, use of marketingtheory/concepts throughout the plan, etc.Posted Fri Dec 19, 2014 at 6:04 am

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