In this week’s assignment, you will use the data you have collected so far to create the first half of your Marketing Plan. In Part 1, you will be analyzin

BUSN 240 Major Project – Part 1 Marketing Plan Template

Assignment Overview:

In this week’s assignment, you will use the data you have collected so far to create the first half of your Marketing Plan. In Part 1, you will be analyzing your company and its market. The goal of this assignment is to really know your company and understand the lay of the land it's operating in so that in Part 2 (your Final Project) you can craft your Marketing Campaigns from this information.

You will also find a sample Marketing Plan in this week’s Module for you to emulate. Take a look at the examples before getting started with filling out your own plan.

1. Executive Summary:

· Brief Overview:

· Provide a brief (one-sentence) introduction to the company and a concise summary (3-5 sentences) of your overall marketing plan.

2. Introduction:

· Company Background:

· Introduce your client’s company and its product/service.

· Mission Statement:

· Share the company’s Mission Statement

· Elaborate on the major benefit the company is bringing to the market.

3. SWOT Analysis:

· Conduct a SWOT analysis. Provide specific examples when identifying internal strengths and weaknesses as well as external opportunities and threats. Consider factors directly relevant to the company and its industry.

· Strengths:

· Weaknesses:

· Opportunities:

· Threats:

4. Market Analysis

· Clearly articulate what product or service the company sells. Explain the need that the company's product or service satisfies, emphasizing the unique selling proposition (USP).

· What need does the company’s product or service satisfy?

· Address why the product or service is important to customers, highlighting key features or benefits that distinguish it in the market.

5. Target Market:

· Define the target market, specifying demographics, psychographics, behavioral traits, and geographic segmentation. Provide a brief explanation or example of how these factors align with the company's product or service.

· If there are multiple target segments, list each group separately. If there is only one target segment, omit the additional segments.

· Segment 1:

· Demographics:

· Psychographics:

· Behavioral Traits:

· Geographic Segmentation:

· Segment 2:

· Demographics:

· Psychographics:

· Behavioral Traits:

· Geographic Segmentation:

· Segment 3:

· Demographics:

· Psychographics:

· Behavioral Traits:

· Geographic Segmentation:

5. Marketing Goals:

· List your client's marketing goals in bullet point format. Ensure each goal is specific, measurable, achievable, relevant, and time-bound (SMART). Include 3-5 goals.

1. First Goal:

2. Second Goal:

3. Third Goal

4. Fourth Goal

5. Fifth Goal