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Transcript of Principles of Marketing BA 3365 Section 006 Marketing Plan Professor Andrei Strijnev The University...
Principles of Marketing
BA 3365 Section 006
Marketing Plan
Professor Andrei Strijnev
The University of Texas at Dallas
Fall 2005
Useful websites
• www.utdallas.edu/~strijnev– Lecture notes (in addition to WebCT)
• www.mhhe.com/kerin– Practice quiz
Project timeline
• 9/7 (Today!) Group assignment• 9/19 Product selection• 10/12 Project proposals• 11/14,16,21 Presentations• 11/21 Final Report
Written Assignments
• Product selection– What, Why, Background (point of difference?)– 1 page max
• Project proposals– Situation analysis, Problem statement and proposed
solution– 2-3 pages max
• Final Report– Marketing Plan– 10 pages max
Presentation
You will evaluate each other’s presentations with a form similar to the following:
Potential points
Points earned
Product – does it creatively satisfy a consumer need?
10
Situation – SWOT analysis clear, competition well identified
10
Target market & positioning well defined
10
Marketing program – 4 P’s 10
Overall presentation style 10
Peer Evaluations
Please fill out the following form to determine each person’s contribution. Rate yourself and each of your group members on the following parameters: the time and effort spent on the project the quality of inputs
Use the following 5-point scale for this purpose. Enter the number from this scale that you think most appropriately describes each person’s contribution on the two parameters.
1 2 3 4 5 _________________________________________________ Poor Excellent
Effort Quality of inputs
Your name: ________________________ ______ ______ Member #1: ________________________ ______ ______ Member #2: ________________________ ______ ______
The strategic marketing process
Elements in typical marketing and business plans targeted at different audiences
Marketing Plan
1 Executive Summary “Sell” your idea. 1 page maximum length.
2 Situation Analysis Where is the industry now? What are the critical success factors in the industry? Competitors?
SWOT Analysis
3 Market-product focus One-year product and marketing objectives. Target markets. Product/market grid.
Differentiating attributes. Positioning strategy.
4 Marketing program, strategy, and
tactics
4 P’s.
5 Financial projections Projected sales, revenues, expenses.
6 Organizational structure How is your company structured?
7 Implementation plan How does your plan translate into results?
FIGURE 2-5FIGURE 2-5 Boston Consulting Group growth-share matrix for a strong, diversified firm
FIGURE 2-9FIGURE 2-9 Ben & Jerry’s: a “SWOT” to get it growing again
FIGURE 2-6FIGURE 2-6 Four market-product strategies: alternative ways to expand sales revenues for Ben and Jerry’s
FIGURE 2-7FIGURE 2-7 A combination of customer relationships, innovation, quality, and efficiency are the building blocks of an organization's success
FIGURE 2-10FIGURE 2-10 Elements of the marketing mix that comprise a cohesive marketing program
FIGURE 2-12FIGURE 2-12 Evaluation and control of Kodak’s marketing program