Company G 3-Year Marketing Plan

Assessment Code: Student Name: Student ID: Date: Mentor Name:

v. 201103

Table of Contents
Table of Contents.......................................................................................................2 Introduction................................................................................................................3 Mission Statement......................................................................................................3 The Product................................................................................................................3 Consumer Product Classification.............................................................................3 Target Market.............................................................................................................3 Competitive Situation Analysis...................................................................................3 Analysis of Competition using Porters 5 Forces Model...........................................3 SWOT Analysis............................................................................................................4 Strengths.................................................................................................................5 Weaknesses.............................................................................................................5 Opportunities...........................................................................................................5 Threats....................................................................................................................5 Market Objectives.......................................................................................................6 Product Objective ...................................................................................................6 Price Objective........................................................................................................6 Place Objective .......................................................................................................6 Promotion Objective ...............................................................................................6 Marketing Strategies..................................................................................................7 Product Strategies...................................................................................................7 Price Strategies.......................................................................................................7 Place Strategies.......................................................................................................7 Promotion Strategies...............................................................................................7 Tactics and Action Plan...............................................................................................8 Product Action Plan.................................................................................................8 Price Action Plan......................................................................................................8 Place Action Plan.....................................................................................................8 Promotion Action Plan.............................................................................................8 Monitoring Procedures................................................................................................8

v. 201103

Introduction
While this section is not expressly requested in the task instructions, it is usually helpful to write a paragraph that introduces Company G and the product or product line that you are writing this marketing plan about.

Mission Statement
We enable consumers to improve the quality and convenience of their lives by providing innovative electronics solutions.

The Product
The task instruction is: Explain how the product you have selected supports Company Gs mission statement provided in the task introduction. This should be a 1-2 paragraph section that includes a detailed description of your product. Then discuss how the features of your product support the given mission statement, stated in the previous section.

Consumer Product Classification

The task instruction is: Classify Company Gs products using the three-way consumer product classification system. Please refer to the recommended text for information on this. See index topic: consumer products, classification of. Please also check the learning community for a blog or discussion on this topic. Before completing this section, it is recommended that you complete the Marketing Plan Worksheet, which is linked to the course of study. Ask the course mentor for it if you do not already have it.

Target Market
The task instruction is: Describe the target market for the companys products. This would include demographic information, psychographic information and any other characteristics that help to describe the group. It needs to be a specific group of customers. Sometimes using stereotype images can help to describe a group, such as the soccer mom. Before proceeding with the next section (objectives), it is recommended that you complete the Marketing Plan Worksheet. Ask the course mentor in the learning community for this if you do not have it.

Competitive Situation Analysis

Analysis of Competition using Porters 5 Forces Model
The task instruction is: Analyze Company Gs competitive environment utilizing Porters Five Forces Model of competitive forces. While headings below may provide some guidance for
v. 201103

how to organize the paper, please refer to the recommended text (index topic: Porters 5 forces model), the learning community, and recommended web sites. As you will see from the reading, Porters 5-forces is a way to examine threats to a companys success which was competition imposes.
Competitive Rivalry As you study the model, you will see that the rivalry is the

component that all the competition and their threats centers around. Please describe this for Company G.
Threat from New Entrants As you discover what this is, discuss the possible threat

from new companies entering the market. Also consider how the Internet impacts this.
Threat from Buyers As you discover what this is, discuss the possible threat from

buyers, which may or may not be the same as consumers depending on your distribution system. Is it possible for them to band together and demand volume discounts? Also consider how the Internet impacts this.
Threat from Suppliers As you discover what this is, discuss the possible threat from

suppliers to Company G. Are there few or many? How does that impact Company Gs ability to continue delivering product at a reasonable price? Also consider how the Internet impacts this.
Threat from Substitutes As you discover what this is, discuss the possible threat from

substitute products. Depending on your product, there may or may not be direct substitutes. Before your product came out, however, how did consumers solve the problem? What other alternatives do they have? Also consider how the Internet impacts this.

SWOT Analysis
In this first paragraph, please introduce the SWOT analysis. For more information, see the recommended text, index topic SWOT analysis. This section is laid out to summarize the analysis in a table, and is then followed by more detailed explanations of each item. Please see specific instructions in the four sections below the table.
STRENGTHS *indicates core
competency Strength 1* Strength 2* Strength 3

WEAKNESSES
Weakness 1 Weakness 2 Weakness 3

OPPORTUNITIES
v. 201103

THREATS

Opportunity 1 Opportunity 2 Opportunity 3

Threat 1 Threat 2 Threat 3

Strengths
The task instruction is: Describe 3 of Company Gs strengths related to the marketing of the new product. Support your choice of each of these elements as strengths. Identify two or more strengths that should be considered as core competencies. To satisfy requirements, identify at least 2 core competencies. It is recommended that you show some sort of separation for your discussion of each strength. Either use separate paragraphs (which would each be only a few sentences), or possibly use bullet points here as well. Be sure that with each item you not only name the strength, but also that you explain why it is a strength. Remember to identify whether a strength is a core competency for Company G.

Weaknesses
The task instruction is: Describe 3 of areas where Company G has weaknesses related to the marketing of the new product. Support your choice of each of these elements as weaknesses. It is recommended that you show some sort of separation for your discussion of each weakness. Either use separate paragraphs (which would each be only a few sentences each), or possibly use bullet points here as well. Be sure that with each item you not only name the weakness, but also that you explain why it is a weakness.

Opportunities
The task instruction is: Describe 3 current or potential opportunities within the industry. Support your choice of each of these elements as opportunities. It is recommended that you show some sort of separation for your discussion of each opportunity. Either use separate paragraphs (which would each be only a few sentences), or possibly use bullet points here as well. Be sure that with each item you not only name the opportunity, but also that you explain why it is an opportunity.

Threats
The task instruction is: Describe 3 current or potential threats within the industry. Support your choice of each of these elements as threats.
v. 201103

It is recommended that you show some sort of separation for your discussion of each threat. Either use separate paragraphs (which would each be only a few sentences), or possibly use bullet points here as well. Be sure that with each item you not only name the threat, but also that you explain why it is a threat.

Market Objectives
Product Objective
The task instruction is: Select four marketing objectives for Company G consisting of one objective for each of the four marketing strategies. These four elements of the marketing mix include Product, Price, Place, and Promotion. Please refer to the recommended text (see index topics objectives in an organization, product strategy, and product and service strategies) and the learning community for information on creating objectives. It is recommended that objectives be realistic, measurable, and time-specific. Keep in mind that strategies support objectives they are not the objectives themselves.

Price Objective
This is where you will describe a pricing objective. Please refer to the recommended text (see index topics objectives in an organization, pricing objectives, and pricing strategies) and the learning community for information on creating objectives. It is recommended that objectives be realistic, measurable, and time-specific. Keep in mind that strategies support objectives they are not the objectives themselves.

Place Objective
This is where you will describe a place or distribution objective. Please refer to the recommended text (see index topics objectives in an organization and pricing strategies) and the learning community for information on creating objectives. It is recommended that objectives be realistic, measurable, and time-specific. Keep in mind that strategies support objectives they are not the objectives themselves.

Promotion Objective
This is where you will describe a promotion objective. Please refer to the recommended text (see index topics objectives in an organization, promotions, measuring effectiveness, and promotional strategies) and the learning community for information on creating objectives. It is recommended that objectives be realistic, measurable, and time-specific. Keep in mind that strategies support objectives they are not the objectives themselves.

v. 201103

Marketing Strategies
In this short paragraph, please introduce the marketing strategies section. The task instruction is: Describe 3 strategies for each element of the marketing mix (product, price, place/distribution, promotion) that are appropriate for the target market. Strategies should be consistent with each other and supportive of the related objective. Please refer to the recommended text, chapters entitled: Product and Service Strategies, Marketing Channels and Supply Chain Management, Integrated Marketing Communications, and Pricing Strategies. Remember, the strategies in each respective section should support its matching objective. (Product strategies support Product Objective) Before completing the individual sections, it is recommended that you complete the Marketing Plan Worksheet, which is linked to the course of study. Ask the course mentor for it if you do not already have it.

Product Strategies
o Name and describe your first product strategy here. o Name and describe your second product strategy here. o Name and describe your third product strategy here.

Price Strategies
o Name and describe your first pricing strategy here. o Name and describe your second pricing strategy here. o Name and describe your third pricing strategy here.

Place Strategies
o Name and describe your first place/distribution strategy here. o Name and describe your second place/distribution strategy here. o Name and describe your third place/distribution strategy here.

Promotion Strategies
o Name and describe your first promotion strategy here. o Name and describe your second promotion strategy here.
o

Name and describe your third promotion strategy here.

v. 201103

Tactics and Action Plan

Please introduce the tactics/action plan in this paragraph. The task instruction is: Develop an action plan for implementing the marketing strategies identified. Include one task for each strategy identified. Create a timeline outlining when each task is to be completed. The tables below provide a simple way to do both the tactics and the timeline. There are other ways to show the timeline however. Please do what makes sense for you and be sure your timeline includes time elements. It is recommended that the student complete the Marketing Plan Worksheet before proceeding. Please ask the course mentor for this if you do not already have it.

Product Action Plan

Tactic Due Date Responsible Party

Price Action Plan

Tactic Due Date Responsible Party

Place Action Plan

Tactic Due Date Responsible Party

Promotion Action Plan

Tactic Due Date Responsible Party

Monitoring Procedures
Please introduce the monitoring procedures section in a sentence or two here. The task instruction is: Describe the specific actions that will be taken to measure the effectiveness of the marketing plan. Create a timeline for these actions. There are some common sense sorts of measures you may wish to use. For more ideas, please see the recommended text, index topics objectives, measurement, of promotion effectiveness. It is recommended that the student
v. 201103

complete the Marketing Plan Worksheet before proceeding. Please ask the course mentor for this if you do not already have it.
Monitoring Activity Due Date/Frequency Responsible Party

v. 201103