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You will select a topic for the Week 1 assignment, and thereafter, all related assignments (the draft in Week 4, the breakeven analysis in Week 5, and the final marketing plan in Week 7) MUST be on the same topic. You may not change your marketing plan topic without approval from your instructor. Your topic should be for a business, product, or service that you would like to start (no multilevel marketing structures, please). Because this is an applied project and not a research paper, please do not select a corporation such as Starbucks or Coca-Cola as your topic. You are to apply the course concepts to this project. If you are interested in coffee restaurants, for example, you may wish to select your own cappuccino bar as your topic and then use information from companies like Starbucks or Seattle’s Best Coffee for ideas and competitive research as you work on your project. If you have questions about your topic, don’t hesitate to post them in the Q & A Forum this week. For Week 1, please write a two-page description of your company, product, or service. It should be a new business, product, or service. Discuss ownership and company structure. Describe the business, product, or service. Write your mission statement and include your marketing goals. week 4 At the end of Week 4, you will submit a substantial draft to your instructor for grading and feedback. Read Appendix A in the text. Be sure to download the Marketing Plan outline from Doc Sharing. It is recommended that you start work on your draft in Week 2 after your instructor has approved your topic. Use the Marketing Plan outline as a guide to the required content for your marketing plan. Complete as much as you are able in order to get a good start and an initial draft ready to submit at the end of Week 4. BUSN319 MARKETING PLAN OUTLINE A.Cover Page 1. Marketing Plan for Organization/Company name: 2. Proposed by: 3. Submitted to: 4. Date: B.Table of Contents Pages 1… Executive Summary…………………………………………………………………………………………. 1.0 2… Company Description……………………………………………………………………………………….. 0.5 3… Strategic Focus and Plan…………………………………………………………………………………… 1.0 a. Mission/Vision Statements b. Goals c. Core Competency and Sustainable Competitive Advantage 4… Situation Analysis……………………………………………………………………………………………… 1.0 a. SWOT analysis · Internal Strengths and Weaknesses: Management, Offerings, Marketing, Personnel, Finance, Manufacturing, and Research and Development (R & D) · External Opportunities and Threats: Consumer/Social, Economic, Technological, Competitive, and Legal/Regulatory b. Industry Analysis c. Competitor Analysis d. Company Analysis e. Customer Analysis 5… Market-Product Focus………………………………………………………………………………………. 2.0 a. Marketing and Product Objectives b. Target Markets c. Points of Difference d. Positioning 6… Marketing Program…………………………………………………………………………………………… 2.0 a. Product Strategy b. Price Strategy (i) Breakeven Analysis c. Promotion Strategy d. Place (Distribution) Strategy 7… Financial Data and Projections…………………………………………………………………………… 1.0 a. Past Sales Revenues b. Five-Year Projections 8… Organizational Structure……………………………………………………………………………………. 0.5 9… Implementation…………………………………………………………………………………………………. 1.0 10… Evaluation and Control………………………………………………………………………………………. 0.5 11. Bibliography Week 5: Price Strategy/Breakeven Analysis (50 points) One of the most challenging decisions faced by marketers is setting the price for their products and services. In order to select the right price, you need to ensure that you’ll be able to cover your costs and meet customers’ needs at a price that they are willing to pay. You will need to perform a breakeven analysis to determine the best price. Chapters 13 and 14 outline six steps that organizations follow to set price. Follow these six steps (as listed on page 322 in the text) to set prices for your product or service and perform a breakeven analysis. Submit your price strategy/breakeven analysis via the Week 5 Dropbox for grading and feedback. Be sure to incorporate any feedback provided by your instructor into your final Week 7 Course Project. Week 7: Final Marketing Plan (230 points) Submit your completed Marketing Plan. It should include all sections listed in the marketing plan outline, which is in Doc Sharing. It should include headings for the various sections of the marketing plan. APA format should be used, and a bibliography is required. Be sure to list all references that you consult (both print media and online). See the Syllabus section “Due Dates for Assignments & Exams” f BUSN319 MARKETING PLAN OUTLINE A.Cover Page 1. Marketing Plan for Organization/Company name: 2. Proposed by: 3. Submitted to: 4. Date: B.Table of Contents Pages 1… Executive Summary…………………………………………………………………………………………. 1.0 2… Company Description……………………………………………………………………………………….. 0.5 3… Strategic Focus and Plan…………………………………………………………………………………… 1.0 a. Mission/Vision Statements b. Goals c. Core Competency and Sustainable Competitive Advantage 4… Situation Analysis……………………………………………………………………………………………… 1.0 a. SWOT analysis · Internal Strengths and Weaknesses: Management, Offerings, Marketing, Personnel, Finance, Manufacturing, and Research and Development (R & D) · External Opportunities and Threats: Consumer/Social, Economic, Technological, Competitive, and Legal/Regulatory b. Industry Analysis c. Competitor Analysis d. Company Analysis e. Customer Analysis 5… Market-Product Focus………………………………………………………………………………………. 2.0 a. Marketing and Product Objectives b. Target Markets c. Points of Difference d. Positioning 6… Marketing Program…………………………………………………………………………………………… 2.0 a. Product Strategy b. Price Strategy (i) Breakeven Analysis c. Promotion Strategy d. Place (Distribution) Strategy 7… Financial Data and Projections…………………………………………………………………………… 1.0 a. Past Sales Revenues b. Five-Year Projections 8… Organizational Structure……………………………………………………………………………………. 0.5 9… Implementation…………………………………………………………………………………………………. 1.0 10… Evaluation and Control………………………………………………………………………………………. 0.5 11. Bibliography

You will select a topic for the Week 1 assignment, and thereafter, all related assignments (the draft in Week 4, the breakeven analysis in Week 5, and the final marketing plan in Week 7) MUST be on the same topic. You may not change your marketing plan topic without approval from your instructor. Your topic should be for a business, product, or service that you would like to start (no multilevel marketing structures, please). Because this is an applied project and not a research paper, please do not select a corporation such as Starbucks or Coca-Cola as your topic. You are to apply the course concepts to this project. If you are interested in coffee restaurants, for example, you may wish to select your own cappuccino bar as your topic and then use information from companies like Starbucks or Seattle’s Best Coffee for ideas and competitive research as you work on your project. If you have questions about your topic, don’t hesitate to post them in the Q & A Forum this week.

For Week 1, please write a two-page description of your company, product, or service. It should be a new business, product, or service. Discuss ownership and company structure. Describe the business, product, or service. Write your mission statement and include your marketing goals.

 

week 4
At the end of Week 4, you will submit a substantial draft to your instructor for grading and feedback. Read Appendix A in the text. Be sure to download the Marketing Plan outline from Doc Sharing. It is recommended that you start work on your draft in Week 2 after your instructor has approved your topic. Use the Marketing Plan outline as a guide to the required content for your marketing plan. Complete as much as you are able in order to get a good start and an initial draft ready to submit at the end of Week 4.

 

 

BUSN319 MARKETING PLAN OUTLINEA.Cover Page

1. Marketing Plan for Organization/Company name:

2. Proposed by:

3. Submitted to:

4. Date:

B.Table of Contents Pages

1... Executive Summary…………………………………………………………………………………………. 1.0

2... Company Description……………………………………………………………………………………….. 0.5

3... Strategic Focus and Plan…………………………………………………………………………………… 1.0

a. Mission/Vision Statements

b. Goals

c. Core Competency and Sustainable Competitive Advantage

4... Situation Analysis……………………………………………………………………………………………… 1.0

a. SWOT analysis

· Internal Strengths and Weaknesses: Management, Offerings, Marketing, Personnel, Finance, Manufacturing, and Research and Development (R & D)

· External Opportunities and Threats: Consumer/Social, Economic, Technological, Competitive, and Legal/Regulatory

b. Industry Analysis

c. Competitor Analysis

d. Company Analysis

e. Customer Analysis

5... Market-Product Focus………………………………………………………………………………………. 2.0

a. Marketing and Product Objectives

b. Target Markets

c. Points of Difference

d. Positioning

6... Marketing Program…………………………………………………………………………………………… 2.0

a. Product Strategy

b. Price Strategy

(i) Breakeven Analysis

c. Promotion Strategy

d. Place (Distribution) Strategy

7... Financial Data and Projections…………………………………………………………………………… 1.0

a. Past Sales Revenues

b. Five-Year Projections

8... Organizational Structure……………………………………………………………………………………. 0.5

9... Implementation…………………………………………………………………………………………………. 1.0

10... Evaluation and Control………………………………………………………………………………………. 0.5

11. Bibliography


 

 
 
 
Week 5: Price Strategy/Breakeven Analysis (50 points)

One of the most challenging decisions faced by marketers is setting the price for their products and services. In order to select the right price, you need to ensure that you’ll be able to cover your costs and meet customers’ needs at a price that they are willing to pay. You will need to perform a breakeven analysis to determine the best price. Chapters 13 and 14 outline six steps that organizations follow to set price. Follow these six steps (as listed on page 322 in the text) to set prices for your product or service and perform a breakeven analysis. Submit your price strategy/breakeven analysis via the Week 5 Dropbox for grading and feedback. Be sure to incorporate any feedback provided by your instructor into your final Week 7 Course Project.

 

 

 

Week 7: Final Marketing Plan (230 points)

Submit your completed Marketing Plan. It should include all sections listed in the marketing plan outline, which is in Doc Sharing. It should include headings for the various sections of the marketing plan. APA format should be used, and a bibliography is required. Be sure to list all references that you consult (both print media and online).

See the Syllabus section “Due Dates for Assignments & Exams” f

 

BUSN319 MARKETING PLAN OUTLINE

A.Cover Page

1. Marketing Plan for Organization/Company name:

2. Proposed by:

3. Submitted to:

4. Date:

B.Table of Contents Pages

1... Executive Summary…………………………………………………………………………………………. 1.0

2... Company Description……………………………………………………………………………………….. 0.5

3... Strategic Focus and Plan…………………………………………………………………………………… 1.0

a. Mission/Vision Statements

b. Goals

c. Core Competency and Sustainable Competitive Advantage

4... Situation Analysis……………………………………………………………………………………………… 1.0

a. SWOT analysis

· Internal Strengths and Weaknesses: Management, Offerings, Marketing, Personnel, Finance, Manufacturing, and Research and Development (R & D)

· External Opportunities and Threats: Consumer/Social, Economic, Technological, Competitive, and Legal/Regulatory

b. Industry Analysis

c. Competitor Analysis

d. Company Analysis

e. Customer Analysis

5... Market-Product Focus………………………………………………………………………………………. 2.0

a. Marketing and Product Objectives

b. Target Markets

c. Points of Difference

d. Positioning

6... Marketing Program…………………………………………………………………………………………… 2.0

a. Product Strategy

b. Price Strategy

(i) Breakeven Analysis

c. Promotion Strategy

d. Place (Distribution) Strategy

7... Financial Data and Projections…………………………………………………………………………… 1.0

a. Past Sales Revenues

b. Five-Year Projections

8... Organizational Structure……………………………………………………………………………………. 0.5

9... Implementation…………………………………………………………………………………………………. 1.0

10... Evaluation and Control………………………………………………………………………………………. 0.5

 

11. Bibliography

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