Posted: February 11th, 2015

Marketing Principles

Paper, Order, or Assignment Requirements

Task 3.1
Marketing Plan I

In this module you will begin to develop a marketing plan for a product selections using document called Guidelines for the marketing plan. The different parts of the plan will develop in this and the next modules culminating with the delivery of the full plan in module 7 of the course.

Instructions
1. Select a product or service.
2. Use the Guide to the marketing plan and develops Sections II to VIII of the plan. These parts correspond to:
• Objectives of the marketing plan
• External analysis
• Internal analysis
• Product Description
• Competitive Analysis
• SWOT (English) or SWOT Analysis (Spanish)
• Segmentation and target market
3. Save the document in Word format.

GUIDELINES FOR PREPARING A
MARKETING PLAN

The marketing plan is a document in which the analysis of the current situation of the company to identify where marketing efforts will address is compiled. Using this analysis as a basis plan objectives are determined and marketing strategies are set to be used to carry them. The marketing plan should include, inter alia, a description of the product (design and features) as well as specific strategies for the components of the marketing mix (4 P’s). In addition, you must set the framework for the development of the budget plan and the process of implementation and evaluation.

1. EXECUTIVE SUMMARY- Abriefsummary of thatIn this partyou shouldmention the most relevantand prominentaspectsof your plan. (Not toexceed twopages.)
2. MARKETING PLANGOALS-In this section, you must specifywhat the purposeof your plan(ie,penetrate new markets,introduce aproduct to market,increase sales,etc.). The objectivesmust be accompanied byan explanation.You must alsoinclude ajustification for theThat is,why is it relevantimplementing thisplan.

• EXTERNALANALYSIS-musttakeEACH OF THEELEMENTSOF THE EXTERNALENVIRONMENTand engage ina discussion aboutthe positive and negativeaspectshavingeach ofthe elements.This discussion shouldbe made in lightof your product.For example: What culturalfactorsinfluencethe consumption ofthe product?How doesthe economyaffect myproduct?

1. ANALYSISINTERNAL- You mustinclude a descriptionof the company’shistorical background,whereit operates,the organizational structureand rangeof products,among others.
2. PRODUCT DESCRIPTION-You mustdescribeyourproduct as:
   (Physical or instrumental qualities of the product)
   b. Features (benefits obtained from the product)

Mention must also components of the product mixture, the amplitude of the mixture and the depth of the product lines.

1. COMPETITION ANALYSIS-mustanalyze the competitionin the following ways:
   direct competition
   b. Indirect competition and substitute products

• SWOTAnalysisfor its acronymin English (Strengths, Weaknesses, Opportunities,and Threats) orSWOT, for its acronym inSpanish(Strengths, Weaknesses, Opportunities, Threats) – You needto analyzethe strengths, weaknesses, opportunities and In each categoryyou should make alistbullets. That is,in one partyou must includeall the strengthslisted inbullets, followed by weakness, and so on.Note thatthe strengths and weaknessesinternalmatch(product or company)aspects, while opportunitiesand threatsrespond toexternal factors (competition, economic status, etc.).
• MARKETSEGMENTATIONAND PURPOSE-mustinclude atleast twotargeting criteria (eg demographic, geographic, psychographicetc.) And explain. You should alsodescribewhat yourtarget marketand specifythe particular characteristicsthat distinguishthis market.

1. POSITIONING-must choosea method ofpositioningand describe in detailthe position youwant tooccupy inthe minds of consumers. That is,howyou wantthe consumer toperceive youin relation toyour competitors.
2. STRATEGIES-mustinclude at leasttwo strategiesin each ofthe components ofthe marketing mix(price, product, promotion and place). These strategiesmust be in harmonywith the objectivesof the marketing planand, moreover,should be on actionsthat take you toget your
3. GANTTCHART- Achartshould includedifferent strategiesand timethat theywill be executed.

• RECOMMENDATIONS -Pleaseinclude anycomments or recommendationsrelevantto understand.
• ANNEXES