Overview of Assignment
The MKTG525 Course Project is the creation of a strategic Marketing Plan (paper drafts and final version) and summary presentation.
Assignment Details
Conduct research online or in the DeVry Library and write a strategic Marketing Plan following the steps below and summarize the plan in a presentation.

Read Appendix 1 in your textbook to gain a thorough understanding of a strategic marketing plan and its component sections.
Identify a company that has a portfolio of products and/or services that you regularly purchase or utilize, or in which you are otherwise interested.
Recommend a new product or service to add to the company’s portfolio
Conduct a Porter’s Five Forces analysis
Conduct a SWOT analysis
Conduct a market analysis
Establish strategic objectives
Identify issues in the marketing environments
Recommend marketing activities and programs
Establish a budget and determine BEP
Recommend controls to monitor and measure success
Capture the value of this assignment in a self-reflection.

Read the Paper and Presentation sections (below the Milestones section) for more information on these specific deliverables.
Milestones
The Course Project has deliverables in Weeks 2, 4, 6, and 8.
Remember This
Please maintain one working draft add to it throughout the course. So for each draft, resubmit the prior draft with any corrections recommended by your instructor, and add to it the current section.

WEEK
DELIVERABLE

Week 2

Marketing Plan, Draft 1
Your paper should include the following components:

Portfolio Review
Porter’s Five Forces
SWOT Analysis

Week 4

Marketing Plan, Draft 2
Your paper should include the following components:

Market Analysis
Strategic Objectives

Week 6

Marketing Plan, Draft 3
Your paper should include the following components:

Environmental Issues
Action Programs
Budget and Breakeven-Point (BEP)

Week 8

Course Project Presentation and Peer Review

Upload your PowerPoint Presentation to the Discussion area (to receive peer comments to improve your Final Paper and credit for your presentation).

Course Project, Final Paper
Your paper should include the following components:

Executive Summary
Controls
Self-Reflection

Paper Outline
Your final paper will contain all of the sections shown below.

WEEK DEADLINE
SECTION
DESCRIPTION

Week 8
Executive Summary

In one or two paragraphs, summarize your marketing plan.
NOTE: It may be easiest to complete this section last, after you have written the rest of the paper.

Week 2
Portfolio Review
Review the company and its current business portfolio, and recommend one new product or service to add to the existing portfolio.

Week 2
Porter’s Five Forces

Use Porter’s Five Forces model to analyze the industry’s:

competitive rivalry,
threat of new entrants,
bargaining power of suppliers,
bargaining power of customers, and
threat of substitute products or services.

Week 2
SWOT Analysis

Conduct environmental scans to analyze the internal strengths and weaknesses, and the external opportunities and threats relative to your proposed new product or service. Present your findings in a SWOT analysis.
NOTE: Some of the information from your Porter’s Five Forces analysis may be re-used in your SWOT analysis where applicable.

Week 4
Market Analysis

Analyze and describe the target market for your new product or service in terms of:

segmentation,
size,
accessibility, and
value.

Week 4
Strategic Objectives

Establish and present objectives for your new product or service related to each of the following strategies:

Marketing Strategy
Positioning Strategy
Product Strategy
Pricing Strategy
Distribution Strategy
Marketing Communication Strategy

Week 6
Environmental Issues
Assess and present the issues faced in the micro- and macroenvironments that threaten the accomplishment of your objectives.

Week 6
Action Programs
Recommend marketing activities and programs that align with your recommended objectives.

Week 6
Budget and Breakeven-Point
Establish a budget for your recommended action programs, and determine the BEP for profitability.

Week 8
Controls
Recommend controls that will monitor and measure the success of your recommended action programs.

Week 8
Self-Reflection
On a separate page, write a paragraph or two about what you gained by completing the Course Project and how you can apply it to your professional career, whether or not you plan a career in marketing.

 

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