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PROJECT

Choose a local business that is dealing with a marketing challenge and/or opportunity of interest. Make a diagnosis of the problem/
opportunity based on the guide items shown below. Based on your marketing research (such as observation, interviews, focus group,
and surveys), provide a comprehensive marketing plan, including target market selection, positioning, product, pricing, distribution
and promotion.

 Strategic plan

 Strategic structure (5 C’s)

– Customer (customer needs, segments, consumer behavior, etc.)

– Company skills (brand name, image, production capability, organization, etc.)

– Competition (actions are interrelated, market environment, etc.)

– Collaborators (downstream wholesalers or retailers, upstream suppliers, etc.)

– Context (culture, politics, regulations, social norms, etc.)

 Tactic structure (4 P’s) – A good guide is page 76 of the prescribed text.

– Product (features, quality, service, support, product line, etc.)

– Place (channel of distribution, exclusive vs. intensive, power, etc.)

– Promotion (advertising, sales force, brochures, coupons, etc.)

– Price (list price, discount, deals, both end-user and channel, , etc.)
At the end of the semester, a marketing plan has to be submitted following the prescribed outline shown below.

Marketing Plan Outline (Summary)

Executive Summary

Table of Contents
I. Current Situation
A. Internal Analysis:
1. Company Profile
2. Brand Profile: Background/Status
3. Marketing/Brand Issues/Problems

B. External Analysis: Current macro environmental, market, consumer, competitive and channel situation as well as new
developments

II. Strength, Weaknesses, Opportunities and Threats (SWOT) Analysis and Critical Issues

III. Identified Market Opportunity

IV. Proposed Target Market

V. Marketing Goals/Objectives (must be SMART- Specific, Measurable, Attainable, Realistic and Time-bounded)

A. Marketing Objectives (market share/penetration, level of brand awareness, knowledge of the brand, product/service
trial, etc.)

VI. Marketing Strategy

A. Marketing Strategy (General statement of the “game plan” to attain goals/objectives).

B. Brand Positioning
C. Marketing Mix (methods/tactics of implementing the strategy)

1. Product
2. Price
3. Place
4. Promotions
5. People
6. Process
7. Physical Evidence

VII. Action Programs and Implementation Schedule

VIII. Controls

IX. Attachments/Appendices

Marketing Plan Outline (with details)

Executive Summary
 Brief summary of the main goals and recommendations of the marketing plan.
 Maximum of three (3) pages only.
 A table of contents follows the executive summary

I. Current Situation

A. Internal Analysis: The Company


1. Company Profile

2. Brand Profile: Background/Status


a. Brand Consumer Profile
a. Consumer Needs and Market Gaps Being Addressed by the Brand
b. Buying Patterns
c. Usage Habits

b. Current Marketing Strategy for the Brand


a. Target Market
b. Points-of-Parity (values offered by the brand which are similar to those offered by competition)
– if none, then say so
c. Points-of-Differentiation (values that effectively differentiates that brand from competition – of
none, then say so
d. Current Brand Positioning
e. Competitive Marketing Strategies Employed
f. Current marketing programs: The Marketing Mix (product, price, place, promotion, people,
process, and physical evidence)

c. Brand Performance
a. Sales Performance (in pesos and volume) – at least past 3 years
b. Percent contribution of the brand to total sales of the company – at least past 3 years
c. Market position/ share of the market – at least past 3 years

3. Marketing/Brand Issues/Problems
Based on your analysis of the current marketing programs and market performance of the brand, what
are the marketing issues/problems that will be addressed by the proposed marketing plan?
A. External Analysis:
1. Macro Environmental Analysis
a. Political-Legal Developments
b. Economic Developments
c. Socio-cultural Developments
d. Technological Developments
e. Developments in the Natural Environment

2. Channel Analysis

3. Market Analysis
a. demand estimation (volume/value),
b. market trends (past 3-5 years)
c. growth potentials

4. Consumer Analysis (see Worksheet for details)

5. Competitor Analysis (see Worksheet for details)

II. Strength, Weaknesses, Opportunities and Threats (SWOT) Analysis and Critical Issues

A. SWOT and Marketing Implications


 Identify strengths, weaknesses, opportunities and threats
 For each SWOT, discuss marketing implications

B. Critical Issues
III. Identified Market Opportunity

IV. Marketing Goals/Objectives (must be SMART- Specific, Measurable, Attainable, Realistic and Time-bounded)

a. Marketing Objectives (market share/penetration, level of brand awareness, knowledge of the brand, product/service
trial, distribution, etc.)

V. Marketing Strategy

a. Marketing Strategy (General statement of the “game plan” to attain goals/objectives). Take note of Ansoff’s basic
marketing strategy like 1)Product Development, 2) Market Development, 3) Market Penetration, 3) Diversification or
Porter’s competitive strategy like cost leadership, differentiation and “niching”)

b. Brand Positioning
i. Target Market
ii. Competitive Frame of Reference
iii. Points-of-Difference and Points-of-Parity
iv. Value Proposition
v. Support or Reason to Believe

c. Marketing Mix (methods/tactics of implementing the strategy and should always be in comparison to competition)

i. Product Strategy
1. Product objective
2. Product Strategy
a. Components of the Market Offering (describe the core benefit, basic product, expected product,
augmented product and potential product)
b. Branding Objective and strategy
ii. Price (Cost) Strategy
1. Pricing Objective
2. Considerations in Setting the Price
3. Pricing Strategy
4. Price Adjustments Strategies

iii. Place (Convenience)


1. Place Objectives
2. Criteria used in evaluating channels
3. Types of Intermediaries/Channels to be Used
4. Number of Intermediaries/Channel Levels to be used
5. Responsibilities of Intermediary / channel
6. Incentives given to channels to motivate them

iv. Promotions (Communications)


1. Promotions/Communications targeted to Target Market (Pull Strategy)
a. Marketing Communications Objectives (AIDA)
b. Marketing Communications Mix
c. Tactics

2. Promotions/Communications targeted to Marketing Intermediaries/Channels (Push Strategy)


a. Marketing Communications Objecives
b. Marketing Communications Mix
b. Objectives of each of the elements of the promotions mix
c. Tactics

v. People

vi. Process

vii. Physical Evidence

VI. Action Programs and Implementation Schedule


What will be done? When will it start and end How much will it
(Activities) (Date of Implementation) cost? (Budget)

VII. Attachments/Appendices