Marketing Plan [Product Name] Marketing Plan[Product Name]Marketing Plan BU 220: Principles of Marketing Herzing University Professor Name Your Name Date Executive Summary Provides an overview of the entire Marketing Plan Part I: Situational Analysis Internal Analysis -Company History -Market Data from your research about the company · Other pertinent information Market Description -Competitor’s Analysis: Provide an overview of product competitors such as-Competitor A Competitors’ strengths Competitors’ weaknesses’ Market Share Current Marketing StrategyCompetitor B Competitors’ strengths Competitors’ weaknesses Market Share Current Marketing Strategy Current Marketing Mix -Description/Situation for the Existing Mix -Review the current market mix, which can include: Product- Describe the product or service being marketed. Place (Distribution) Pricing (Costs to the Company to Produce as well) Promotions The Organization’s SWOTT Analysis Internal: Strengths Weaknesses External: Opportunities Threats Trends Part II: Market Analysis Objectives and Issues Provide at least 2 objectives that are specific as well as measurable. Marketing Strategy Branding Explain how the product will be branded, what branding strategy will be used? Positioning Distinctly define the product in its market and against its competition over time. Position each competitor’s product against the new product. Consumer Promise-Summarize the benefit of the product or service to the consumer. Target Market ( Market Segmentation).Messaging by Audience- List marketing messages for different audiences.Targeted Consumer Demographics- List the demographics for the targeted consumer groups. Part III: NEW Proposed Marketing Mix for your New Shoes Company This should be based on the decisions that you have made throughout the New Shoes simulation. Provide a description and explain the situation based on the New Shoes simulation Product -Describe the product -Product Packaging Discuss: Form-factor, pricing, look, and strategy. Fulfillment issues for items not shipped directly with the product. Please explain what changes you would like to make to the current product and/or the product line. Will a new product be added? If not, will you change any features/benefits/packaging/labeling? What other changes will be made to differentiate from competitors? Price Please explain the NEW pricing strategy (if any) and justify why the pricing strategy changed. Be specific on what the new prices are going to be. Summarize specific pricing or pricing strategies, and compare to similar products. Summarize policies relevant to understanding key pricing issues. Place Please describe the new distribution strategy and explain the rationale. (ie- planning to sell online because you do not currently have online presence and the biggest competitor does, opening in more retail locations, etc.) You do not need to change the distribution strategy if it is currently working. D.

1. Marketing Plan
[Product Name] Marketing Plan[Product Name]Marketing Plan
BU 220: Principles of Marketing
Herzing University
Professor Name
Your Name
Date
Executive Summary
Provides an overview of the entire Marketing Plan
Part I: Situational Analysis
Internal Analysis
-Company History
-Market Data from your research about the company
· Other pertinent information
Market Description
-Competitor’s Analysis:
Provide an overview of product competitors such as-Competitor
A
Competitors’ strengths
Competitors’ weaknesses’
Market Share
Current Marketing StrategyCompetitor B
Competitors’ strengths
Competitors’ weaknesses
Market Share
Current Marketing Strategy

2. Current Marketing Mix
-Description/Situation for the Existing Mix
-Review the current market mix, which can include:
Product- Describe the product or service being marketed.
Place (Distribution)
Pricing (Costs to the Company to Produce as well)
Promotions
The Organization’s SWOTT Analysis
Internal:
Strengths
Weaknesses
External:
Opportunities
Threats
Trends
Part II: Market Analysis
Objectives and Issues
Provide at least 2 objectives that are specific as well as
measurable.
Marketing Strategy
Branding
Explain how the product will be branded, what branding
strategy will be used?
Positioning
Distinctly define the product in its market and against its
competition over time.
Position each competitor’s product against the new product.
Consumer Promise-Summarize the benefit of the product or
service to the consumer.
Target Market ( Market Segmentation).Messaging by Audience-

3. List marketing messages for different audiences.Targeted
Consumer Demographics-
List the demographics for the targeted consumer groups.
Part III: NEW Proposed Marketing Mix for your New Shoes
Company
This should be based on the decisions that you have made
throughout the New Shoes simulation. Provide a description and
explain the situation based on the New Shoes simulation
Product
-Describe the product -Product Packaging
Discuss:
Form-factor, pricing, look, and strategy.
Fulfillment issues for items not shipped directly with the
product.
Please explain what changes you would like to make to the
current product and/or the product line. Will a new product be
added? If not, will you change any
features/benefits/packaging/labeling? What other changes will
be made to differentiate from competitors?
Price
Please explain the NEW pricing strategy (if any) and justify
why the pricing strategy changed. Be specific on what the new
prices are going to be. Summarize specific pricing or pricing
strategies, and compare to similar products. Summarize policies
relevant to understanding key pricing issues.
Place
Please describe the new distribution strategy and explain the
rationale. (ie- planning to sell online because you do not
currently have online presence and the biggest competitor does,
opening in more retail locations, etc.) You do not need to
change the distribution strategy if it is currently working.

4. Distribution Strategy
Summarize the strategy for distribution.Channels of
Distribution
Summarize the channels of distribution.Distribution by Channel
Illustrate what percentage of distribution will be contributed by
each channel. A pie chart might be helpful.
Vertical Markets/Segments
Discuss vertical market opportunities:
Discuss specific market segment opportunities.
Address distribution strategies for those markets or segments.
Address use of third-party partners in distributing to vertical
markets.InternationalInternational Distribution
Discuss:
Distribution strategies.
Issues specific to international distribution.International Pricing
Strategy
Explain the strategy for marketing within other
countries.Translation Issues
Highlight requirements for local product variations.
Promotion
Discuss which promotional tools (advertising, personal selling,
sales promotions, public relations) you are going to use, and
why. How are you changing the company’s previous
promotional strategy to meet the objectives that you created in
this marketing plan?Promotional Schedule
Public Relations Strategy and Execution
Discuss:
PR strategies.
PR plan highlights.
Backup PR plan, including editorial calendars, speaking
engagements, conference schedules, etc.
Advertising Strategy and Execution
Overview of strategy.

5. Overview of media and timing.
Overview of ad spending.
Personal Selling
Overview of strategy, vehicles, and timing.
Overview of response targets, goals, and budget.
Other Promotions
Overview of strategy, vehicles, and timing.
Overview of response targets, goals, and budget.
Section IV:Marketing Action Programs
In Week 5, the two marketing objectives were set. As an
example, if your objective was to “Increase product awareness
by 15% among the new target audience identified within one
year through direct mail and email advertising” then the action
plan might include some the following questions:
What will be done?
Who will be responsible?
How much will it cost?When will it be completed?
Marketing Actions Programs Schedule
Controls
How will progress of this plan be monitored to review
implementation results? This is essential to allow higher
management to assess what is/is not successful during the plan.
What would the company do if they are not meeting the
objectives that were set? What might be offered to customers if
the new changes are not working?
Conclusion
A
A
9.6999999999999993 1 B 25.8 1 C 20.2 1 D
32 1
Performance

6. Price
East Channel 1 Channel 2 Channel 3 Channel 4
20.399999999999999 27.4 90 20.399999999999999
West Channel 1 Channel 2 Channel 3 Channel 4 30.6 38.6
34.6 31.6 North Channel 1 Channel 2 Channel 3
Channel 4 45.9 46.9 45 43.9 Phase 3 66 Phase 3 33
Phase 2 33 Phase 2 33 Phase 1 0 Phase 1 33
Number of Days
Phase 3 66 Phase 3 33 Phase 2 33 Phase 2 33
Phase 1 0 Phase 1 33
Number of Days
Area 1 1990 1995 2000 2005 10 50 35 75 1990 1995
2000 2005 95 65 85 25
Time
Number of Customers
2
[Click to select date] Page 2 of 7
Assignment Content
1.
Top of Form
Resources: Ch. 8 and 9 of Management: A Practical
Introduction and IDEO's Culture Reinforces Helping Behavior
Case Study (pp. 257)
Prepare a 7- to 10-slide Microsoft® PowerPoint®, Prezi, or
Microsoft® Sway® presentation supporting the following
scenario relative to the IDEO case description in Ch. 8.
You have studied the organizational culture in place at IDEO
and are making a presentation about this company to your
company's top management team.

7. · Describe the organizational culture at IDEO.
· Analyze techniques used by IDEO to embed organizational
culture.
· Identify the organizational culture used by your
organization/company. Make a recommendation as to whether
you think the IDEO culture could be successfully implemented
at your company.
· Recommend mechanisms your company would need to employ
should management decide to implement a culture change in
line with the IDEO culture.
Include speaker notes for bulk of communication. Slides should
contain headlines, graphics, and bullets.
Include an introduction and conclusion slide, as well as a
reference slide.
Submit your presentation.
Resources
· Center for Writing Excellence
· Reference and Citation Generator
· Grammar and Writing Guides
· Learning Team Toolkit
Copyright 2018 by University of Phoenix. All rights reserved.
Bottom of Form
BU 220 Strategic Marketing Plan
Strategic Marketing Plan Objective:
The objective of this assignment is to create a viable strategic
marketing plan using the various concepts from the course
including how to conduct an internal and external analysis of

8. the industry, competitive analysis, and understand the marketing
mix in order to devise a strong strategic marketing plan for an
organization. The analysis of controls and marketing actions
programs will be assessed as well.
Strategic Marketing Plan Description:
This project is divided into two parts. Part one will be due in
Week 5 and the final project is due in Week 6. You will receive
feedback for your week 5 paper. Be sure to review the feedback
and apply it to your final submission for week 6. You will use
your New Shoes Simulation company for this assignment.
Ensure that you use the research and attain information from the
simulation as well as from outside sources to ensure that your
project is complete. Use this assignment as an opportunity to
get creative and create a unique approach to Marketing for your
company. Your marketing plan should be 7-9 pages in length
(see the minimum length requirements for each section listed
below). Ensure that you include scholarly support throughout
the plan and that your work is APA formatted. Use the rubrics
and template to assist with your successful completion of the
plan.
Week 5 Expectations:
Marketing Plan Section I: Situation Analysis (Internal and
Environmental Analysis)
· The Internal analysis (background research, company history
and product – ½ page)
· Market Description (competitor's analysis- share a description
of your competitors and their strategy- ½ page)
· Current Marketing Mix Description/Situation ( Existing
Product, Price, Distribution, Promotion based on the
simulation)- ¾ page
· Product- explain the product and what the product line has to
offer
· Price- includes the selling price and a pricing strategy (value
added, competition based, market skimming, etc.)

9. · Promotion- explain the promotional tools which are currently
being used such as advertising, personal selling, public
relations, sales promotions, etc.
· Place (Distribution) - explain how the product is currently
distributed (retail, wholesale, etc.)
· The Environmental analysis (SWOT- Strengths, Weaknesses,
Opportunities, Threats)
· Provide 2 points of discussion for each component of the
SWOT
· Examples- weak packaging/branding compared to competition,
lack of online presence, promotions are not effective
· Identify the weaknesses and opportunities and create your plan
based on these challenges (1page)
Marketing Plan Section II:
· Objectives and issues: at least 2 objectives (specific and
measurable)
· At least 1 sentence for each objective
· Must be measurable
· Examples include:
· Increase product awareness by 15% among the new target
audience identified within one year through direct mail and
email advertising
· Increase sales of the product by 15% through Internet
distribution and in store promotions within one year
· Marketing Strategy:
Branding- explain how the product will be branded, what
branding strategy will be used?
Positioning- share how the product will be viewed compared to
the competition
Target Market (Market Segmentation) - explain how you will
divide the target audience
into several markets and how you will market to each segment
specifically (1 page)

10. Week 6 Expectations:
Add the following information to the week 5 submission-
Section III: Your NEW proposed Marketing Mix for your New
Shoes company
· NEW Proposed Marketing Mix (Product, Price, Place,
Promotion) ¾ page
· Product- Please explain what changes you would like to make
to the current product and/or the product line. Will a new
product be added? If not, will you change any
features/benefits/packaging/labeling? What other changes will
be made to differentiate from competitors?
· Price- Please explain the NEW pricing strategy (if any) and
justify why the pricing strategy changed. Be specific on what
the new prices are going to be.
· Promotions- Discuss which promotional tools (advertising,
personal selling, sales promotions, public relations) you are
going to use, and why. How are you changing the company’s
previous promotional strategy to meet the objectives that you
created in this marketing plan?
· Place (Distribution) - Please describe the new distribution
strategy and explain the rationale. (ie- planning to sell online
because you do not currently have online presence and the
biggest competitor does, opening in more retail locations, etc.)
You do not need to change the distribution strategy if it is
currently working.
Section IV:
· Marketing Action Programs
· In Week 5, the two marketing objectives were set. As an
example, if your objective was to “Increase product awareness
by 15% among the new target audience identified within one
year through direct mail and email advertising” then the action
plan might include some the following questions:
What will be done?
Who will be responsible?
How much will it cost?

11. When will it be completed? (½ page)
· Controls
· How will progress of this plan be monitored to review
implementation results? This is essential to allow higher
management to assess what is/is not successful during the plan.
What would the company do if they are not meeting the
objectives that were set? What might be offered to customers if
the new changes are not working? ( ½ page)
· Conclusion ( ¾ page)
· Executive Summary (belongs at the beginning and
summarizes the entire plan- 1page)