Davenport MKTG610 marketing plan

Davenport MKTG610 marketing plan

Question
	
Strategic Marketing Plan Project



Objective: 















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To demonstrate knowledge of strategic
formulation and implementation through a complete analysis and development
strategic plan.






Expectations:







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Assume that you have been hired as VP of
Strategic Marketing for the organization you selected. You have been asked to
develop the new strategic marketing direction and the plan of implementation
covering all 4 P’s of marketing. 



The Strategic Marketing Plan will be
developed in 3 parts



Part 1 – Due Week 2



·
Analysis of Market
Information, SWOT Analysis, Identification of Competitive Advantages, Selection
of Strategic Focus



Part 2 – Due Week 4



·
Analysis of potential
customers, segmentation of market and selection of Target Market that supports
the Strategic Focus. 



·
Development of Product
Strategies aligned with Strategic Focus



Part 3 – Due Week 6



·
Development of Pricing,
Distribution and Integrated Communications Plan



·
Development of
Implementation Plan.



Presentation – Due Week 7



·
Presentation of
Comprehensive Strategic Marketing Plan


















Part 1 – Market Information, Competitive
Advantages and Strategic Focus



Due Week 2



Objective:




Based on research of the internal and
external environment, determine strategic new direction



Expectations: 



·
Using the Marketing Plan
Worksheets as guides, prepare the following analysis:



·
Provide a Situational
Analysis of the current Internal and Customer Environments



·
Research and prepare an
analysis of the External Environment



·
Complete SWOT Analysis and
SWOT Matrix



·
Develop at least 3 Competitive
Advantages based on SWOT analysis



·
Develop a Strategic Focus
from the most sustainable competitive advantages.



Format:




·
APA Format Required



·
Abstract Required



·
Title Page and Reference
Page



·
Use APA formatted headers
and subheads as needed.



·
A minimum of 6 outside
references required.



·
6-8 pages, not including
title page, abstract and reference page.















Part 2 – Target Market Segmentation &
Product Strategy



Due Week 4



·
Analysis of potential
customers, segmentation of market and selection of Primary and Secondary Target
Market that supports the Strategic Focus.




·
Development of Product
Strategies aligned with Strategic Focus



Format:




·
APA Format Required



·
Abstract Required



·
Title Page and Reference
Page



·
Use APA formatted headers
and subheads as needed.



·
A minimum of 6 outside
references required.



·
6-8 pages, not including
title page, abstract and reference page.















Part 3 – Pricing, Distribution &
Intergrated Communication Strategies – Implementation Plan



Due Week 6



·
Development of Pricing
Strategies aligned with Strategic Focus



·
Development of Distribution
Strategies aligned with Strategic Focus



·
Development of Integrated
Communication Strategies aligned with Strategic Focus



·
Development of Implementation
Plan



·
Complete Strategic Marketing
Plan as one seamless document.






Format:




·
APA Format Required



·
Executive Summary



·
Title Page and Reference
Page



·
Use APA formatted headers
and subheads as needed.



·
A minimum of 15 outside
references required.



·
18-24 pages, not including
title page, abstract and reference page.