Your final portfolio for the class will be to create a marketing plan for the company of your choice. You will need to select a company that you have not used for your other assignments in the class. Your plan information should address all areas covered in this course for a marketing plan.
Use the marketing plan information that is required reading for this module for your final portfolio project (Appendix 2A). The marketing plan document is essential to business strategy and is a focal point of this introductory class. The essential information of a marketing plan is outlined in this document and will serve as the blueprint for your portfolio project due this week.
Appendix 2A Marketing Plan:
http://highered.mcgraw hill.com/sites/0078028833/student_view0/marketing_planl
Your portfolio should be a Word document of 8 10 pages and professional in appearance. Review theProject Portfolio Guidelines and the Portfolio Project rubric available in the Course Information. Please be sure to use 6 8 sources to validate your opinions. The CSU Global Library is a good place to search for credible sources.
63 Writing a 2A Marketing Plan A P P E N D I X As a student, you likely plan out much in your life—where to meet for dinner, how much time to spend studying for exams, which courses to take next semester, how to get home for winter break, and so on. Plans enable us to figure out where we want to go and how we might get there. For a firm, the goal is not much different. Any company that wants to succeed (which means any firm whatsoever) needs to plan for a variety of contingencies, and marketing represents one of the most significant. A marketing plan—which we defined in Chapter 2 as a written document composed of an analysis of the current marketing situation, opportunities and threats for the firm, marketing objectives and strategy specified in terms of the four Ps, action programs, and projected or pro forma income (and other financial) statements—enables marketing personnel and the firm as a whole to understand their own actions, the market in which they operate, their future direction, and the means to obtain support for new initiatives.2 Because these elements—internal activities, external environments, goals, and forms of support—differ for every firm, the marketing plan is different for each firm as well. However, several guidelines apply to marketing plans in general; this Appendix summarizes those points and offers an annotated example. WHY WRITE A MARKETING PLAN?1 Have a plan. Follow the plan, and you’ll be surprised how successful you can be. Most people don’t have a plan. That’s why it’s easy to beat most folks. —Paul “Bear” Bryant, football coach, University of Alabama 64 Section One Assessing the Marketplace MARKETING PLAN VERSUS BUSINESS PLAN Of course, firms consider more than marketing when they make plans and therefore commonly develop business plans as well. Yet as this book highlights, marketing constitutes such an important element of business that business plans and marketing plans coincide in many ways.3 Both marketing and business plans…
Attachments:
Appendix 2 A ….pdf