Marketing Analysis and Strategy Final

Your final will consist of a written marketing plan for a non-profit organization or a small business that you have some contact or relationship with. For example, if you are a member of a local church or charity in your community that would be an excellent resource for this assignment. You may also choose a small business that you either are very familiar with, or perhaps you are part of as your assignment.

You will write 5-7 pages for the assignment. The assignment will consist mainly of 1-3 interviews with the leader of the organization that you choose to write about; and the information that you can gather from the interview(s) and any additional research that you deem supportive to your paper. This is an MBA assignment so use at least 3-5 outside articles to support your plan. Provide a works cited page attached to the end of this assignment. The assignment consists of 5 sections: the following is a guide to help you construct your report:

I Executive Summary (25 points)

This section is designed to be approximately ½ of a page. Simply describe the organization that you are writing about; the person within the organization that you interviewed for the project; and the major marketing opportunities that exist that you learned from your interview(s) and any additional research that you helps you determine a marketing strategy.

II. Business Marketing Environmental Analysis (50 points)

This section is designed to be approximately 2 pages. Examine at least 3 business environmental factors that act as a potential hindrance to the growth of your chosen organization. This will require some research in addition to your interview(s) to develop a critical position on the obstacles that your chosen organization encounters.

a. Target Market

This sub-section of the macro business environment should be ½ of a page, and part of the 2 pages designed for this section. Based on your study of the macro business environment, state who or what is the target market for this organization. Who is it that is the desired consumer of your organization?

III. Strengths Weaknesses Opportunities and Threats (50 points)

This section is designed to be approximately 2 pages in length. Prepare a S.W.O.T. analysis of your organization. Be sure that it compliments your environmental analysis of this organization. The basis of your environmental analysis and your assessment of strengths and weaknesses of your chosen organization should lead you to the opportunities that are available to gain more consumers or revenues. (this section can be done in bullet points, but provide any explanation as necessary).

IV. Marketing Objectives (25 points)

This section is designed to be approximately ½ page in length. An objective is a desired outcome. It cannot be done, it must be accomplished. A marketing objective is simply how much revenue or % of market share, or how many new clients the organization should be able to attract in a one year period of time if we follow this plan. A marketing objective does not include the strategies that you will use to accomplish your marketing objective.

V. Marketing Strategies (25 points)

This section is designed to be 1 page in length. This section should be a list of the strategies that you feel will help achieve you marketing objective. You should include ideas that you are acquainted with, as well as new (out of the box) strategies that you become acquainted with through some outside research or text book information. Here is an example, in today’s world, people need exposure from several different sources for a marketing impression to begin to “sink in”. In the business that is called “multiple touch points”. Traditional vehicles such as radio, T.V., and news print need to be supplemented by perhaps outdoor media, or newer edgier social media exposures to create multiple touch points. You should develop probably 8 to 10 strategies that a mix of media and other vehicles to accomplish your marketing objective.

VI. Marketing Presentation (25 points)

Prepare a PowerPoint presentation that you would be able to present to your chosen organization that describes your Marketing Objective for the organization and the strategies that you would recommend that they follow to achieve their objective. You do not have to actually present the proposal to your chosen organization, but it might make a nice perspective for your organization to consider.