see attached
Turnitin™
This assignment will be submitted to Turnitin™.
Instructions
Term Project Paper: Marketing Plan Guidelines
Your project requires a 10-page marketing plan for the brand you selected
and had approved in your Week 1 proposal. The plan should be written as an
essay (not bulleted), adhering to APA format, and reflecting a graduate-level
quality of work. Be sure to include an appropriate number of references to
support your analysis and recommendations.
Required Marketing Plan Headings
Please use the following numbered and bulleted bold labels as your headings
and subheadings in your paper. Your headings and subheadings should be
in bold text.
1. Executive Summary
Provide a concise marketing plan overview, summarizing the key points,
objectives, and recommendations. This section should briefly capture the
essence of your marketing strategy.
2. Situation Analysis
Market Overview: Provide an overview of the current market
environment for your brand, including market size, scope, and key
trends influencing the industry.
Target Market Segmentation: Identify and describe the primary target
markets for your brand. Break this down into the following sub-
sections:
Demographic Profile: Describe the characteristics of your target
consumers, such as age, gender, income, education, and
occupation.
Geographic Focus: Identify the geographic areas (e.g., regions,
countries, urban vs. rural) where your brand will focus its
marketing efforts.
Behavioral Insights: Discuss purchasing behaviors, brand loyalty,
product usage patterns, and other behavioral factors that
influence your target audience’s decisions.
Psychographics: Explore the lifestyle, values, interests, and
attitudes of your target audience, including factors that shape
their purchasing decisions and their connection to the brand.
3. Market Needs
Discuss the specific needs or pain points in the market that your product or
service addresses.
4. Market Trends
Identify and describe current trends in the market, such as technological
advancements, consumer preferences, or regulatory changes that could
impact your marketing strategy.
5. Market Growth
Provide data or forecasts on the market’s growth potential and explain how
your brand plans to capitalize on this growth.
6. SWOT Analysis
Conduct a SWOT analysis to evaluate the brand’s Strengths, Weaknesses,
Opportunities, and Threats in the market context. Please include at least 3
Strengths of the brand, 3 Weaknesses of the brand, 3 Opportunities for the
brand to grow/expand and 3 Threats to the brand.
Strengths
Weaknesses
Opportunities
Threats
7. Competitor Analysis
Identify and analyze key competitors in your market. Evaluate their
strengths, weaknesses, and positioning to identify opportunities for
differentiation.
8. Market Strategy
Marketing Objectives: Outline the measurable goals your marketing
plan aims to achieve (e.g., increase market share, drive sales, enhance
brand awareness).
Financial Objectives: Describe financial goals such as revenue targets,
profitability, and cost-effectiveness. (Ensure these are SMART
objectives)
Positioning Strategy: Define how your brand will differentiate itself in
the market and the key messages communicating this differentiation.
9. Marketing Tactics
Product: Describe the product(s) or service(s) your brand offers,
including key features, benefits, and value proposition.
Price: Outline your pricing strategy, including pricing models, pricing
tactics, and any discount or promotion strategies.
Distribution: Explain how your product or service will be delivered to
customers, including distribution channels (e.g., retail, online, direct
sales).
Communication: Describe the communication strategies you will use to
reach your target audience (e.g., advertising, social media, public
relations).
Research: Discuss any ongoing or planned research to support
marketing efforts, such as consumer surveys, focus groups, or market
studies.
10. Financials
Marketing Budget: Present a graphical representation (e.g., pie chart or
bar graph) that shows the breakdown of your marketing budget,
including allocations for different activities from the communications
strategy. In addition, provide a paragraph with supporting information
that explains the rationale behind the budget allocation. This should
include reasoning for prioritizing certain activities or strategies, and
how the allocated budget aligns with the overall marketing objectives.
Due on Nov 23, 2025 11:55 PM
This structure will help you create a comprehensive marketing plan with
strategic and financial components. Use credible sources to support your
plan and align your objectives with data-driven insights.
Submit as a Word attachment.
Course Objectives:
1. Develop a Marketing Plan.
2. Define the types of marketing research.
3. Analyze potential pricing alternatives.
4. Define channel strategy.
5. Design a sales management plan.
6. Define the process for bringing a new product or service to market.
