The term project is the development of a marketing plan. The plans are evaluated according to the quality of information obtained, the quality of analysis, the feasibility of the recommendations (do they flow from the analysis?), the evidence of understanding of frameworks, concepts, and methods discussed during the course, and the quality of the written presentation.
Project Description
Students, will conceive, develop and present a marketing plan. The following parameters apply:
The student will choose either an existing generic good/service or create a new product; if choosing a generic good/service, it must be newly branded. (For example, shampoo is a generic good; Herbal Essence Shampoo is an already branded good,
Come up with a product or service idea. Identify how your product or service will compete in the marketplace. What is the need and/or want it will satisfy?
The document should follow this outline.
- Describe the company
- Business Mission
- Situation & SWOT Analysis
- Objectives
- Target Market Strategy
- Marketing Mix (What are their 4 P's?)