Briefly, what is the product, who is the target market, what are the objectives and strategies, and what is the timeline for the product or service introduction and implementation of the plan?
This is a group project. Your part is to clear quantifiable objectives. (First document)
The other two are objects. What do you think they’re supposed to be?
Requirements: 1 day
MKTG 4840 – 2023 – Disney case/research assignment
Use the Marketing Plan handouts in Canvas for the structure of your research paper. The one-page HO has the basic structure; a second has questions you can answer for each part. The two-page outline also posted there is a more detailed structure. It is not necessary to use everything in that outline, but it is there for your information.
The first case is Disney Theme Parks in China. Of course Disney Shanghai will be central to what the company is doing in China, but also consider Hong Kong Disneyland (HKDL) – or other locations for possible expansion (if the market has potential)
Posted in Canvas you will find a couple of older textbook cases and many recent articles as a start on the information about what Disney has done in the past – and might do in the future. After a thorough situation analysis, you will recommend specifically what should the company do to maximize sales for 2024-2025 in the Chinese theme park industry. Do you agree with the preparations done to date? Was the Shanghai theme park a success? What are the attributes of the target markets? What branding strategies might work best going forward in 2022? What media would you use to promote the Disney efforts? What research might you suggest to inform future marketing efforts? Are there business partners (Chinese or other countries) that might help in the venture?
Your team should do more research (a minimum of five additional sources) and then put together a recommendation in the form of a brief marketing plan that gives 1) detailed market and company analysis 2) clear quantifiable objectives 3) a positioning statement strategy 4) tactical details re: each part of the Marketing Mix and 5) a simplified budget for marketing expenses (research, promotion, product development, etc.)
Your case response should be about eight to ten double-spaced pages – and at the most – eleven pages long (not counting title page, appendix, and citations).
Examples of excellent work will be brought class (hard-copies).
Team size = maximum of four students. Your will self-select your groups. There is a Canvas Discussion room setup to help you find collaborators – or you can network with other student before and after class.
NOTE – If you are not familiar with SWOT analysis then you should review the powerpoint slide presentation and link on Canvas (SWOT presentation and SWOT help respectively). To understand how to frame your Marketing Strategy you may also benefit from the powerpoint slides re: positioning.
A digital copy of your project will be submitted to TURNITIN.COM At least one team member will post a DOC or PDF to turnitin.com by midnight the same day it is due in class. Details about TURNITIN are posted on Canvas.
Marketing Plan Questions
Executive Summary
Briefly, what is the product, who is the target market, what are the objectives and strategies, and what is the timeline for the product or service introduction and implementation of the plan?
Situation Analysis
Product Description
A clear definition of your product or service. Stage of the product life cycle? Classification of product or service?
Compare it to competitor’s offerings. Include any test or research data as well as graphic representations.
Market Description
Who is your target market? What are the geographic, demographic, psychographic, and product-related variables?
Are there any purchase behaviors that are characteristic of the target market? What secondary research is available?
How large is this market? Include research statistics and cite sources or suggest primary research projects.
Who are your competitors… direct and indirect? Who is serving your target market now?
What are your competitors’ strategies? What are your competitors’ market shares?
What forms of distribution are your competitors are using? Pricing strategies? Promotion tactics?
Rank competitors by sales, profits, budgets and positioning (if possible).
SWOT analysis (Internal Strengths and Weaknesses – External Opportunities and Threats)
List difficulties and advantages that might exist internally and externally. Use good, traditional SWOT analysis and
conclude with a” implications” statement listing any internal strengths that could take advantage of market
opportunities and all external threats which may be exacerbated by internal problems.
Objectives
What is your mission statement? What are the target market’s needs that you will meet? Include quantitative goals like
sales forecasts and other objectives like brand awareness or secondary market penetration. NUMBERS!
Strategy
Product positioning: Are you a price leader or a premium product? How will customers perceive your brand?
Why are you choosing this position? How does this relate to the competition? Use a positioning statement.
Action Plans and Tactical Details Marketing Mix: What roles will each play?
Product – Appearance, packaging, size, features = benefits.
Advertising – TV, Radio, Direct mail, Print, Internet, etc.
Personal Selling – Face to face selling to distributors, wholesalers or end users.
Sales Promotion – Coupons, samples, premiums, trade shows, etc.
Distribution – Wholesale, distributors, Internet, retail storefront location, etc.
Pricing Policy – Volume discounts, introductory pricing, and other pricing strategies.
Who is responsible for each activity? What equipment do they need? Are there any activities that must be
completed before others can commence? Who is responsible for overseeing the entire process? How often will the
plan be reviewed and updated? Is there a contingency plan? How will you gauge customer satisfaction? Are there
more markets that can be researched in the future? How will that research be conducted?
Marketing Budget
How will you decide how much to spend on all marketing activities? Outline budgets for each category of the promotion
mix with details of advertising expenses broken down by type (broadcast, print, etc.). How will you compensate and
motivate your sales force? Do you have ongoing or new market research expenses? Will you need additional financing to
introduce brand or line extensions? Will you have to hire additional staff?
Attachments
Do you have supporting documentation that lends credibility to the plan, such as: historical sales data, research statistics,
quoted advertising rates, samples of promotional materials, etc?
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