We like to know how we can maximize different channels and what will work best for us.

The main questions we’d like students to help us answer are in the following areas:

The Marketing Plan

1. Executive Summary

2. Company Description

3. Strategic Focus and plan

• Mission/Vision
• Goals
• Core Competency and Sustainable Competitive Advantage

4. Situation Analysis

• SWOT Analysis (Internal Strengths and Weaknesses, Management, Offerings, Marketing, Personnel, Finance, Manufacturing, Research and Development (R & D), External Opportunities and Threats, Consumer/Social, Competitive, Technological, Economic, Legal/Regulatory)
• Industry Analysis
• Competitor Analysis
• Company Analysis
• Customer Analysis

5. Market-Product Focus: Marketing and Product Objectives

• Target Markets
• Points of Difference
• Positioning

6. Marketing Program

• Product Strategy
• Price Strategy
• Promotion Strategy
• Place (Distribution Strategy)

7. Financial Data and Projections

• Past Sales Revenues
• Five-Year Projections

8. Organization

9. Implementation

10. Evaluation and Control

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