You may choose any known organization (for-profit, not-for-profit, small, medium, large, existing, new start-up, established organizations are all permitted) or make one up for your Plan. If you make up your own organization, you will need to find (and reference where applicable) information that is relevant to this type of organization. If you are unsure, it is strongly suggested that you use an existing company. Focus on one or two major products/services rather than the whole organization.
Follow the report format for the Marketing Plan closely. Write in business report format using full paragraphs unless otherwise stated. It is crucial to follow various major concepts in the textbook to devise your plan and strategy for each section. In other words, use major parts of each chapter to discuss details for each section. The length of the assignment should be between 8-10 pages, not including an appendix. A minimum of 3 scholarly sources including your textbook must be cited using any recognized citation style. Use in-text citations throughout the paper.
Review the Sample Marketing Plan in Appendix 1 of your etext. Follow the table of contents below, using the Sample in the etext as a guide only for the type of content expected in each section. Many sections are similar. For example, both the Sample and this assignment include a SWOT analysis.
Important: A minimum of 3 scholarly sources including your etext are required. Use in-text citations throughout the paper.
Describe strategies for all 4 P’s of marketing, or how to improve what a company is currently doing; See Marketing Strategy section in the Sample Marketing Plan in etext but describe these in further detail with full analysis for each separately – this may be your largest section of the report.
MKTG 210: Principles of Marketing
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