University of Phoenix
Material
Marketing Plan Outline
and Timeline
Marketing Plan
You are expected to develop a marketing plan, according to the
outline below, for a product or service of your choosing. The product
or service must be identified by the end of Week 1. The product or
service you select is used to develop the assignments for Weeks 2
through Week 6. References must be included for each section.
There are no defined standards for the length of the marketing plan;
however, your plan must disclose complete marketing strategies and
provide reliable and valid references and data supporting the
strategies to convince the target audience. The plan must be written
in plain language that would be easily understood by stakeholders.
Marketing Plan Outline
Your final marketing plan must consist of the following sections.
Refer to the timeline for due dates for each section and subsection.
Assignments may include modifications to these lists. Please use
lists provided in assignments only.
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Executive Summary:
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Strategic Objectives
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Products or Services
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Resources Needed
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Projected Outcomes
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Situational Analysis:
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Vision, Mission, Strategic objectives, Values
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Internal Analysis
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Strengths/Weaknesses
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Capability/Capacity
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Competitor’s Strengths/Weaknesses
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Technological Competency
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Product or Service Analysis
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Market Segments
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Research
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Primary Research
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Secondary Research
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Consumer Analysis
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Customer Profile
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Continuous Consumer Monitoring & Research
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Environmental Scanning
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Identify Market, Economic, Technological, Regulatory, Legal, Social,
and Ecological Forces -
Current Opportunities
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Potential Future Opportunities
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Current Threats
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Potential Future Threat
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Target Market(s):
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Demographics
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Psychographics
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Ethical Issues
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Legal Issues
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Social Issues
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Product, Place/Distribution, Promotion, and Price Strategies:
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Product Descriptions and Product/Service Mix Strategies
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Product/Service Determinants
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Creating a Brand Image
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Maintaining Brand Image
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Branding Concerns
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Distribution Strategies
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Channels, Mass, Selective, Exclusive
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Promotion/Integrated Marketing Communication
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Advertising Strategy/Objectives
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Push and Pull
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Media Strategy
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Advertising Execution
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Sales Promotion
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Direct Marketing
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Public Relations/Strategies
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Positioning
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Dynamic/Static Pricing Strategies
Marketing Plan Timeline
Week 1: Marketing Plan Topic
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Consider your company and product or service selection in Week 1.
You may select an existing type of product or service or a new
product or service but it must be global or multi-regional. Once you
have selected your product or service, you must define the size and
type of company that provides the product or service (available from
annual reports). This need not be elaborate but must include total
number of employees, production volume, distribution methods, and so
forth. Company and product or service selection is a critical part
of this project. You must ensure your proposed company can implement
the marketing methods discussed in the text.
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Key to creating an effective marketing plan is the ability to
analyze the environment in which the product or service will be
offered. The Week 1 assignment allows you to begin to understand
various reports and how they can be used in your marketing plan.
Week 2: Understanding Target Markets
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To develop effective relationship marketing, a company must first
understand its targeted consumers’ buying influences and
behaviors. In Week 2, create the Research section of your plan. In
addition, create the first two parts of the Target Market section,
which includes performing the demographics and psychographics
analysis.
Week 3: Promotion and the product life cycle
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All products/services go through a life cycle of NPI (new product
introduction), growth, maturity and decline. These various stages
affect the marketing strategy and promotional efforts. In Week 3,
you will incorporate a promotion strategy that addresses at least
three areas of the product life cycle.
Week 4: Price and Channel Strategy
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How one goes to market and the influences of the channel (channel
power, strength of channel, speed of channel, etc.) affects the
pricing strategy of the product or service. In Week 4 your pricing
and distribution strategy will be incorporated into the marketing
plan.
Week 5: Marketing Communication and Brand Strategy
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Brand strategy and the communication of the brand is essential to
understanding the various phases of a product or service (viz a viz
the life cycle). Brand recognition is based in the marketing
communication efforts of the firm. When you hear or see the word
Coke, you immediately know it is Coca Cola. When you see five
interlocking rings of different colors you know that is the symbol
for the Olympics. In Week 5, you will develop a brand and
communication strategy for your product.
Week 6: Executive Summary, Legal, Social and Ethical Issues,
Final Plan
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Review your final plan. Does the plan effectively analyze market
strategies? Are the social, ethical, and legal considerations valid
and accounted for? What is the relationship among quality, price,
satisfaction, and perceived value within the plan?
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