Option #2: Marketing Plan for an Existing Company; Promotion in a New Country- Portfolio Project

Question Description

Your final project is to create a marketing plan for a company of your choice. The marketing plan will introduce and promote an existing product in a new country. You must address all of the points required in the table below.

Below is the outline to be followed for this assignment:

Section	Length
Executive Summary. This provides a busy executive everything he or she needs to know to invest (or not) in your proposal. It captures your key proposal and recommendations/decision factors and projected outcomes of the plan’s recommendations. Note: This is not an introduction to the marketing plan. Typically, the executive summary is written after the plan has been completed.	1 Slide
Company Overview. A brief description of the company, including its mission statement, background, and competitive advantages.	1 Slide
Situational Analysis. SWOT analysis—Strengths, Weaknesses, Opportunities, Threats facing the company. Also include any other external factors that may influence future sales, such as legal or social activities.	2-3 Slides
Objectives/Goals. Briefly describe your proposal–what’s new and why. What is the opportunity to be addressed or the problem to be solved?	1 Slide
Segmentation and Targeting Analysis. Define and explain why segmentation is needed. Explain the approach taken (e.g., the use of demographics) taken, and name market segments. Define and explain why targeting is needed, and roughly size your target market.	2-3 Slides
Marketing Strategy. Explain and support your marketing mix component decisions, using the 4 P’s, academic concepts, and academic reference sources. Create one perceptual map (See Section 5.4 of the textbook for an example.)	2-3 Slides
Branding Strategy. How will the brand be developed and supported? What will be the “implied promise” of the brand?	1 Slide
Ethical Considerations. Explain how the proposed plan aligns with the company’s statement of ethics and corporate social responsibility.	1 Slide
Financial Projections. Present a summary spreadsheet. For example: years 1, 2 and 3 units sold, sales volumes. Estimate marketing expenses for promotions/advertising. What is the projected timeline of the product life cycle’s introduction and also growth stage?	2-3 Slides
Conclusion	1 Slide

Suggested slide setup and number of slides (25 slides):

Title
Executive Summary
Company Overview
Strengths
Weaknesses
Opportunities (trends)
Threats
Marketing Plan Objectives
Segmentation
Target Market
Positioning Map
Product (features and benefits versus the competition)
Price (compared with competition)
Price Strategy
Promotional Strategy
Place Strategy
Branding Strategy
CSR Strategy
Ethics and Corporate Social Responsibility
Financial Projections
Conclusion
References

Requirements:

15-20 PowerPoint slides in the body of the presentation.
Application of marketing models, theory, terminology, and concepts throughout the plan
A minimum of six references, in addition to the textbook and assigned readings. Include at least two peer-reviewed articles. The CSU-Global Library is a good place to search for credible, scholarly sources.
Meet all requirements defined in the Portfolio Project Rubric
Formatted according to CSU-Global Guide to Writing and APA (Links to an external site.).

Note: If you do not have access to a microphone, you may write out your narration as a script and submit as an accompanying Word document or find an alternative way of presenting the narration, depending on the program. PowerPoint, for instance, has the option to add notes at the bottom of each slide. Be sure to clearly designate which slide the narration accompanies.

Textbook: Duncan, M., & Geesey, J. (2019). Introduction to marketing. Great River Learning. ISBN: 9781644960581

This course is employing an Apple, Android, Mobile Device-Free policy. This applies to cell phones, iPads, and other computer products. It means that I will not accept examples of these products in written assignments. You will earn zero points for using these firms as examples.

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