Key Components of a Marketing Plan Executive Summary Introduction of Product/Service Missions and Goals Environmental Analysis & SWOT Target Market Positioning Statement and Branding Strategy Pricing Strategy Distribution Strategy Promotional Strategy Conclusions References Executive Summary Key points of the entire report (Normally written last) Introduction of Product/Service Write an introduction to your company. Describe your company, its location, and the product it makes or the service it provides Introduce the contents of your marketing plan. Missions and Goals Develop your company’s mission statement. Decide the main goals that you would like to achieve within the next year (short term) and the main goals that you would like to achieve within the next five years (long term). Determine the most appropriate ways to measure both short- and long-term goals. Note: Consider the following metrics: tracking downloads of website content, website visitors, increases in market share, customer value, new product /service adoption rates, retention, rate of growth compared to competition and the market, margin, and customer engagement. Environmental Analysis & SWOT Assess/evaluate environmental factors (competitive, economic, political, legal, technological, and sociocultural) on your business Develop a SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis Target Market Analyze the primary and secondary markets that you want to target. Include the demographic profile (e.g., age, gender, ethnicity, etc.), psychographic profile, professional profile, geographic profile, and any other segmentation variable you deem necessary. Examine the relevant consumer behavior of the target market. Positioning Statement & Branding Strategy Prepare a positioning statement. Include a perceptual map that shows your company’s position against its competitors. From this map, create a statement that depicts your position. Develop a branding strategy for your product brand name, slogan, logo (optional) and brand extension. Pricing Strategy Develop your company’s pricing strategy. Describe type of pricing strategy Identify factors influencing your pricing strategy Distribution Strategy Develop your company’s distribution strategy. Describe channels of your distribution strategy Identify factors influencing your distribution strategy Promotional Strategy Develop the integrated marketing communications plan most relevant for your product / service and audience. Message strategy Media strategy Your public relations, sales promotion, and personal selling plan Your online and direct marketing plan Your social responsibility/cause related marketing plan Conclusions and References Final remarks/wrap up At least 10 references at least half (5) must be academic references APA Format Peer Review Each member is required to complete a peer review/evaluation using the peer review rubric. Y ...

1. Key Components of a Marketing Plan
Executive Summary
Introduction of Product/Service
Missions and Goals
Environmental Analysis & SWOT
Target Market
Positioning Statement and Branding Strategy
Pricing Strategy
Distribution Strategy
Promotional Strategy
Conclusions
References
Executive Summary
Key points of the entire report
(Normally written last)
Introduction of Product/Service
Write an introduction to your company.
Describe your company, its location, and the product it makes
or the service it provides
Introduce the contents of your marketing plan.
Missions and Goals

2. Develop your company’s mission statement.
Decide the main goals that you would like to achieve within the
next year (short term) and the main goals that you would like to
achieve within the next five years (long term).
Determine the most appropriate ways to measure both short-
and long-term goals.
Note: Consider the following metrics: tracking downloads of
website content, website visitors, increases in market share,
customer value, new product /service adoption rates, retention,
rate of growth compared to competition and the market, margin,
and customer engagement.
Environmental Analysis & SWOT
Assess/evaluate environmental factors (competitive, economic,
political, legal, technological, and sociocultural) on your
business
Develop a SWOT (Strengths, Weaknesses, Opportunities and
Threats) analysis
Target Market
Analyze the primary and secondary markets that you
want to target.
Include the demographic profile (e.g., age, gender, ethnicity,
etc.), psychographic profile, professional profile, geographic
profile, and any other segmentation variable you deem
necessary.
Examine the relevant consumer behavior of the target market.
Positioning Statement &

3. Branding Strategy
Prepare a positioning statement.
Include a perceptual map that shows your company’s position
against its competitors. From this map, create a statement that
depicts your position.
Develop a branding strategy for your product
brand name, slogan, logo (optional) and brand extension.
Pricing Strategy
Develop your company’s pricing strategy.
Describe type of pricing strategy
Identify factors influencing your pricing strategy
Distribution Strategy
Develop your company’s distribution strategy.
Describe channels of your distribution strategy
Identify factors influencing your distribution strategy
Promotional Strategy
Develop the integrated marketing communications plan most
relevant for your product / service and audience.
Message strategy
Media strategy
Your public relations, sales promotion, and personal selling
plan
Your online and direct marketing plan
Your social responsibility/cause related marketing plan

4. Conclusions and References
Final remarks/wrap up
At least 10 references
at least half (5) must be academic references
APA Format
Peer Review
Each member is required to complete a peer review/evaluation
using the peer review rubric.
You do not rate yourself.
Deduction scale based on peer review: If you receive an
average of 90% or higher from peer evaluations, no grade
adjustment for the group project will be made. If you receive an
average peer evaluation of 70-89%, 15% reduction will be
made. If you receive an average peer evaluation below 70%,
25% reduction will be made.
MARKETING PLAN
(Please see Template on Blackboard)
This is a semester-long team project focused on developing a
marketing plan for an innovative, INTERNATIONAL
product/service. Each team will come up with one innovative
product/service and develop a comprehensive marketing plan,
following the template is provided in Course Content. Although
individual team members may take on certain management and
editing task, all team members are collectively responsible for
understanding and preparing materials for this assignment. Peer
evaluations will be administered at the end of the course. There
will be a powerpoint presentation expected, as well as, a 20 –
25 minute video presentation (all members must participate in
the video presentation) of the your plan required. There IS

5. NOT a paper required for this project for this is a Marketing
course and therefore, needs to have a more creative flare of
presenting your work (i.e. YouTube clips, commercials,
advertisements, Public Relations events, etc.).
So, to sum it up, you and your group are looking at taking your
new product International, and you have to create the marketing
plan to support your proposal for doing so. (Please see the
sample Marketing Plan posted on Blackboard under “Course
Information” as to what is expected of the project and your
presentation. Remember, this is only an example, not the
guideline to follow).
Step 1: Coming up with Innovating Product/Service
In developing your idea for your team Marketing Plan for a
NEW INTERNATIONAL product/service assume you are
presenting your product/service idea to the New Product
Development (NPD) department of “your” existing
organization. This is not an “entrepreneurial” exercise, but
rather a “marketing management” one consistent with the course
title, Strategic Marketing Management and Innovation.
The organization you choose may be one that you decide to
create on your own or as a collective group, you may pick one
of your own/currently employed by organizations (only for
background history purposes), but it must be an existing, well -
known, and easily researched organization (usually one can find
more information on publicly traded companies). The NPD
Committee of the organization has asked you to come up with
an innovative, imaginative idea that upon further review can
lead to a new avenue of growth for the organization in an
INTERNATIONAL setting. You are only responsible for
generating the idea, and proposing the implementation of the
plan. Although, it would be helpful for you to gain a
perspective on how the NPD process would play out in any
well-run organization.

6. Keep in mind that the products/services ideas have to come
from one of the following categories:
1. New-to-the World (new products/services that create an
entirely new market)
2. New Product/Service Line (new products/services that allow
a company to enter an established market for the first time)
The really creative, “premium”, new product/service idea
should ideally come from the “new-to-the-world” category, but
your particular organizational situation might warrant
considering other categories.
*NOTE: Improvements and revisions of existing
products/services, repositioning, or cost reduction alternatives
should not be considered.
To successfully generate viable ideas for your organization,
make sure you first know and understand the organization and
its position in the marketplace. Start your research by looking
at the existing services and product lines related to your idea
and what other organizations currently carry. Consider the
target market for each product and service line while thinking
of the proposed new offerings. There is no need to report on
this now as your proposed product/service idea will reflect your
understanding of the company and environment it operates in.
Note that you will also need much of this information in the
team Marketing Plan you will be developing this term.
In addition to screening your proposed organization new
product, ideas can come from interacting with various groups
and from using creativity-generating techniques such as
Attribute Listing, Forced Relationships, Morphological
Analysis, Reverse Assumption Analysis, New Contexts, and
Mind-Mapping. Ideas can come from interacting with others

7. such as customers, scientists, competitors, employees, channel
members, and top management.
Customer needs and wants are the logical place to start the
search. One-on-one interviews and focus group discussions can
explore product needs and reactions. Technically oriented
organizations can learn a great deal by studying customers who
make the most advanced use of the organization’s products and
who recognize the need for improvements before other
customers do. Employees throughout the company can be a
source of ideas for improving production, products, and
services.
Organizations can also find good ideas by researching
competitors’ products and services. They can find out what
customers like and dislike about competitors’ products. They
can buy the competitors' products and take them apart.
Company sales representatives and intermediaries are a
particularly good source of ideas. These groups have firsthand
exposure to customers and are often the first to learn about
competitive developments. New-product ideas can also be
gleamed from inventors, patent attorneys, university and
commercial labs, industrial consultants, advertising agencies,
marketing research firms, and industrial publications.
Step 2 - Developing Marketing Plan for new product/service -
semester long team project
Teams have to agree on product/service selection and confirm it
with their faculty. For the rest of the semester, teams will be
working on developing marketing plan for that product/service.
The template of the marketing plan is posted in Course Content.
Each week your team is responsible for completing sections of
the marketing plan.