Team Project Unit 2: Marketing Internship Project

You work for a toy

manufacturer that sells
toys in different countries.
There is a global
recession, which does
not appear to be ending
soon. Mattel® Inc., and
Hasbro® Inc., large
global toy manufacturers
have lowered their sales
projections. Walmart®
created its own doll line
to sell for $5 and cut the
prices of other toys. Toy
departments at K-Mart®
and Sears® look for toys
that will sell. Spin
Master® makes popular
Bakugan™ products, and
another small
manufacturer came out
with a tiny robotic
hamster that retails for
$10.
The owner of your
company has put
together a committee of
employees from the
design, production, and
marketing departments.
Each member of the
team is expected to come
up with an idea for a new
recession-proof toy and
marketing plan for it.
What was your favorite childhood toy? Do you
think it was recession-proof?
Design a toy and create a marketing plan for it so that it can be
successful in any economic environment.
STEP 1 DO YOUR RESEARCH
Conduct research to find out about toy companies that have created
popular toys that have captured the imagination of the public. Also,
conduct research about how economic factors have affected the toy
industry. As you conduct your research, answer these questions:
As you conduct your research, answer these questions:
 What political, economic, socio-cultural, and technological factors
affected the toy industry during a recent recession?
 What marketing strategies were used by toy companies that did
well during the recession?
 What toys appeal to children all over the world?
 What global issues have to be considered when designing a new
toy?
Write a summary of your research.
The Skills You’ll Use
Academic Skills: Reading, writing, social studies, researching and analyzing.
Basic Skills: Speaking, listening, thinking, and interpersonal
Technological Skills: Word processing, presentation, spreadsheet,
telecommunication, the Internet
NCTE 4: Use written language to communicate effectively.
NCTE 7: Conduct research and gather, evaluate, and synthesize data to
communicate discoveries.
STEP 2 PLAN YOUR PROJECT
Now that you have completed your research, you need to begin planning
your project. PLAN
 Conduct a PEST analysis.
 Research current
 Design a new toy by making a drawing and/or a model.
market conditions in
 Write a marketing plan for your new toy. Include the PEST analysis,
the industry.
objective, and marketing strategies.
 Assess the
 Include suggestions for your plan’s implementation, execution, and
strengths,
evaluation.
weaknesses,
 Use your knowledge of economics, business cycles, and the global opportunities, and
marketplace to make a plan for how to sell your ideas to the threats a new
committee.
competitor would
STEP 3 CONNECT WITH YOUR COMMUNITY face in this market.
 Identify a location to
 Share your design idea with trusted adults and children to gauge
use as a test market
their interest in your toy.
for the new
 Ask children to identify the features they enjoy in the toys they have.
competitor.
 Find similar information about consumers of toys in different
countries. WRITE

STEP 4 SHARE WHAT YOU LEARN  Describe current

Assume your class is committee the owner established to come up with market conditions in
new toy ideas. the industry.
 Present your toy design and marketing ideas in an oral presentation.  Explain how the
Be prepared to answer questions. results of the SWOT
 Explain how toy companies can meet the needs of consumers analysis help the
during a recession. new competitor
 Provide rationale for your project with supporting research. understand the risks
 Present your complete marketing plan in a written format using word involved in the
processing software. market.
 Use software to create a slide presentation to accompany your oral
report. Include one slide for each key topic in your marketing plan. PRESENT
http://glencoe.mheducation.com/sites/dl/free/0078769043/287023/index.html
 Present the results of
STEP 5 EVALUATE YOUR MARKETING AND your SWOT analysis
and justify your
ACADEMEIC SKILLS
chosen location for
Your project will be evaluated based on the following: the new competitor.
 Knowledge of global recessions and the toy industry  Respond to
 Knowledge of economics, business cycles, and global marketing questions posed by
strategies the audience.
 Toy design and marketing plan  Consider the needs
 Rationale for recommendation and experiences of
 Organization and continuity of presentation the audience as you
 Mechanics—presentation and neatness present research to
 Speaking and listening skills your class.

Section 1-2
I Executive The executive summary is
Summary either too short (less than 1pg)
or too long (more than 1pg).
The summary contains mostly
unnecessary/ trivial
information; it is inadequate as
a stand-alone document.
II Situational Basic understanding of market
Analysis trends. Included a little
information on competitors in
the market.
SWOT Analysis SWOT analysis is provided, but
there are missing points from
preceding analyses. There is no
reasoning provided for the
items. Strengths/weaknesses or
opportunities/threats are
inappropriate.
Environmental Gave the elements and vaguely
Scan (PEST) explain each element. But, did
not discuss at all the impact
they have on the business
III Objectives Either the list of strategic
objectives actions is missing or
the list is very incomplete or
there is no linkage of the
alternative actions to the
analysis or to the
problems/issues. None of the
alternatives identifies a broad
strategic direction. Shows lack
of thorough consideration.
Analysis is trivial or missing,
lacking any depth. No
assumptions are stated (& are
needed). Likely
benefits/disadvantages are not
provided at all or are
unsupported by the analysis.
Company’s Mission statement is unclear
Mission and lengthy or missing.
Marketing Marketing goals and
Objectives objectives are missing or
those that are identified are
not quantified or are
inappropriate.
IV Marketing The marketing strategy is
Strategies missing or is illogical given
the marketing objectives and
goals.
Positioning/Points Target market and
of Difference positioning is missing, or, if
identified, does not seem
appropriate given the
marketing strategy and
analysis. Positioning
statement(s) is missing.
3 4
The executive summary includes
most, but not all of the critical
elements of the marketing plan.
Some of the information provided in
the summary is unnecessary or trivial
to understanding the plan. The
summary is no more than two pages.
Good understanding of market
trends for and includes examples
comparing products. Gathered
additional information on
competitors in the market.
SWOT analysis is provided, but there
are some missing points from
preceding analyses. Reasoning for
each item is not always thoroughly
provided and/or logical.
strengths/weakness/opportunity/
threats inappropriate.
Included all 4 elements of the PEST
and explain each element. But, did
not clearly discuss how each element
affects the business and its success
Identifies strategic objectives actions
that can be taken to address
problems/issues. Most, but not all,
alternative actions are linked to the
analysis and problems/issues. One of
the alternative actions is too narrow
(tactical) and does not identify a
broad strategic direction. Analysis of
alternative actions is detailed, but
some statements are unsupported by
analysis/ calculations. Assumptions
are stated, but some are not justified.
Most, but not all,
benefits/disadvantages are clearly
identified and supported by the
analysis.
Mission statement is somewhat
unclear or lengthy; not both.
Linkage of marketing objectives
and goals to company/organization
mission is not clearly stated. Some
of the objectives and goals are
unclear and/or not appropriately
quantified.
Marketing strategy is identified but
is unclear or unspecific in some
aspects. The marketing strategy is
logically linked to the marketing
objectives and goals.
Based on the marketing strategy
and analysis, the target market(s)
is identified but not described in
enough detail. Positioning
statement(s) is provided but not
explained
Self- Teacher
Score
Score
The executive summary clearly
communicates the critical elements of
the marketing plan so that it reads as a
stand-alone document. The length of
the executive summary is sufficient to
cover the critical information, but no
more than two pages long.
Exemplary understanding of market
trends, includes examples of
competition. Provided information on
competitors and details comparing and
contrasting. Showed evidence of
research.
A thorough SWOT analysis is provided,
based on the preceding analyses.
Reasoning for each item in the SWOT
is provided and logical. Strengths and
weaknesses are clearly internal factors,
and opportunities and threats are
clearly external factors.
Included all 4 elements of the PEST,
explain each element, and emphasized
how each element affects the business
and its success
Clearly identifies several strategic
objectives with actions that can
address problems/issues. The list of
alternatives is linked to analysis and
problems/issues are clear, with
reasoning for inclusion. Each strategic
alternative clearly represents a broad
strategic direction. Analysis of
alternative actions is detailed. Any
necessary assumptions are stated and
justified. The analysis appropriately
incorporates strategic marketing
management concepts and financial
analysis. The likely benefits/
disadvantages of each action are
clearly identified and supported by the
analysis.
A clear concise statement describing
how the company will achieve its
objectives.
The marketing objectives and goals
are clearly related to the
company/organization mission.
Objectives and goals are clearly
stated and appropriately quantified.
The marketing direction that will frame
marketing tactics of the marketing plan is
clearly and specifically stated in 3-5
sentences. The marketing strategy is
logically linked to the marketing
objectives and goals.
Based on the marketing strategy and
analysis, the target market(s) is
appropriately identified and described. A
positioning statement for each target
market is identified and explained, and
reasonable.
 Marketing Mix Addressed the marketing
(4P’s) mix, demonstrated with only
basic details. Showed little
evidence of thought and
research.
Product Objectives for product/brand
management are missing.
More than one obvious tactic
is missing. Very little detail on
specific tactics is provided.
Tactics are unclear and hard
to understand.
Price Gave a description of the
process used in setting
prices. Pricing
recommendations and
corresponding rationale
inappropriate and/or not
addressed.
Place Objectives for distribution
management are missing.
More than one obvious tactic
is missing. Very little detail on
specific tactics is provided.
Tactics are unclear and hard
to understand.
Promotion and Objectives for
Communication communication management
are missing. More than one
obvious tactic is missing. Very
little detail on specific tactics
is provided. Tactics are
unclear and hard to
understand
V Implementation An implementation plan is
and Control identified, but more than two
tactics are not addressed,
and the plan generally lacks
specificity. Because of
missing information, the plan
will not help the
company/organization
implement the marketing
plan. Overall control
measures and contingency
plans are not identified.
VI Conclusion There is no conclusion.
The plan is disorganized to
the extent that it prevents
understanding the content.
There are no headings.
Overall Organization
Inappropriate use of charts or
tables; or, use of tables and
charts is indicated, but not
included.
Somewhat addressed the
marketing mix, demonstrated with
some details. Showed evidence of
some thought and research.
The objectives of product/brand
management are stated, but
somewhat unclear. Most of the
tactics are thoroughly and clearly
identified, but one obvious tactic is
missing. Some detail on tactics is
missing, hindering understanding.
Somewhat addressed the steps in
setting prices. Gave a description
of the process. Pricing
recommendations and
corresponding rationale somewhat
appropriate and was addressed.
The objectives of distribution
management are stated, but
somewhat unclear. Most of the
tactics are thoroughly and clearly
identified, but one obvious tactic is
missing. Some detail on tactics is
missing, hindering understanding.
The objectives of communication
management are stated, but
somewhat unclear. Most of the
tactics are thoroughly and clearly
identified, but one obvious tactic is
missing. Some detail on tactics is
missing, hindering understanding.
An implementation plan is
identified, but one to two tactics
are not addressed. Specificity of
some of the plan could be
improved. The
company/organization will be able
to use the plan to implement the
marketing plan, but may be
confused about some aspects
because of missing information.
Overall control measures are
included and contingency actions
are identified, but they lack
thoroughness.
A summary of expected outcomes
is provided but lacks clarity.
The organization is generally good,
but some sections seem out of
place. Some headings may be
missing. Tables and charts are
included, but are difficult to
understand (e.g., poorly labeled).
Fully addressed the marketing mix,
demonstrated with robust details.
Showed evidence of thought and
research.
The objectives of product/brand
management are clearly stated and
appropriate. Tactics for managing
the product/service/brand are
thoroughly and clearly identified
and reasoned. When necessary,
sufficient detail about tactics is
provided, making it easier to
understand the scope of the tactic.
Fully addressed the 6 steps in
setting prices. Explained how each
step was accomplished. Pricing
recommendations and
corresponding rationale was
appropriate to situation. Well
addressed and supported
demonstrating research
The objectives of distribution
management are clearly stated and
appropriate. Tactics for managing
distribution are thoroughly and
clearly identified and reasoned.
When necessary, sufficient detail
about tactics is provided, making it
easier to understand the scope of
the tactic.
The objectives of communication
management are clearly stated and
appropriate. Tactics for managing
communications are thoroughly and
clearly identified and reasoned.
When necessary, sufficient detail
about tactics is provided, making it
easier to understand the scope of
the tactic.
A thorough and specific
implementation plan is clearly
identified for every tactic; the plan
identifies who is responsible for
implementing the tactic, when it
should be implemented, the cost,
measurement of effectiveness, and
any other relevant information. The
implementation plan is specific
enough so that the
company/organization has a
blueprint for using the plan. In
addition to specific effectiveness
measures for each tactic, overall
control measures for the marketing
plan, and contingency actions, are
identified.
A brief summary that identifies the
expected outcomes with successful
implementation of the marketing
plan is clearly presented in a short
paragraph.
Written work is well organized and
easy to understand. Sections of the
plan are marked with appropriate
headings. Tables and charts are
appropriately used and easy to
understand, and contribute to the
ease of reading the plan.