Throughout the semester, you have selected a focus company and completed the required four (4) segments to build your Marketing Plan. You submitted each of these four segments individually as graded assignments throughout the semester, giving you the opportunity to obtain feedback and correct or improve needed areas for the completion of the Marketing Plan Project Summary. Your work for each of the four (4) segments was graded on how well you responded to each of the questions in Build a Marketing Plan Template (available following p. 72). For a complete outline of this project, review the Marketing Plan Project Folder on the Learning Modules page.
The final piece of this project is your Marketing Plan Project Summary. This is not a re-submission of your entire Marketing Plan, but a summary of the key points. It should include a complete discussion of the topics listed in each of the four paragraphs below.
Your Project Summary should consist of four paragraphs and address the following:
Paragraph #1: Summarize the results of your situational analysis of your focus company. Briefly summarize the internal environment, external environment and the SWOT analysis. Comment on at least one strength, weakness, opportunity and threat that you feel are most impactful for your focus company.
Paragraph #2: Discuss what you believe is the most important SMART objective for your focus company and comment on how you developed your metrics for this objective. What impact do you expect it to have on the overall future of the company? How does it affect your competition?
Paragraph #3: Identify what you believe should be your “top two” marketing strategies identified in section C of the Build a Marketing Plan template. Why are these important to your plan? Then, comment on your core product and target market, including its make-up and current status. Include comments on any product changes that you identified (e.g. packaging, pricing, promotion, distribution, etc.).
Paragraph #4: Discuss how this part of your plan will operate in terms of timing, budgets, and responsible parties. As the marketing executive, what type concerns do you have which may affect the success of this plan? How do you plan on measuring success? Conclude this paragraph with any final thoughts, including what you view as the most important concept that you learned regarding the preparation of a Marketing Plan.
You will also need to cite at least two outside references, using APA formatting, that you used for this project. Do not use your textbook or Wikipedia as a reference. You can cite websites, newspapers, magazines, trade journals, etc. Complete your references using the APA Formatting and Style Guide.
Spelling and grammar do count on each segment of this marketing plan project, including this summary. Use the spell checker to assist you if necessary.
This assignment is worth 25 points and will be graded according to the point breakdown indicated below:
• Body Paragraphs – 20 pts (5pts/each)
• References – 2 pts (1 pt/each)
• Spelling and Grammar – 3 pts
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