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Marketing Plan Foundation
1. Do research on the history of the company/brand. Find the following:
When was the company/brand founded?
What is the timeline for how the company/brand has evolved? What milestones
has it achieved?
2. Do research on the current success of the company/brand. Find out:
What is the size of the company in number of employees or number of
locations? (if you can find this information)
What is the financial success of the company related to profit, sales, revenue,
stock price, and/or market share (equal to company sales / total industry sales)?
Report on any metrics you can find that demonstrate the success of the
company
3. Find the following foundational elements for your marketing plan:
What is the company’s mission statement?
What “core values” guide the company’s strategic planning?
II. Environmental Scan & SWOT Analysis
1. Conduct an environmental scan related to the company/brand
What type of competitive market does it operate in? Who is/are their rival
competitor(s)?
Are there any trends that are impacting the brand regarding technology,
economics, laws/regulations, consumer demographics or sociocultural factors?
2. Conduct a detailed SWOT analysis for the company in a table/quadrant format;
include at least 2 detailed items per quadrant
III. Market Segmentation and Positioning
1. Describe how the company/brand engages in market segmentation:
What specific market segmentation strategy do they employ?
What specific market segmentation variable(s) do they use to segment the
market? (e.g., geographic, demographic, psychographic, behavioral)
Does the company/brand have a positioning statement? What is it?
Develop a perceptual map of the company/brand in relation to its competitors
IV. Product Strategy & Branding
Develop a new product for the company/brand!
Develop your product concept by providing a written description and visual
design/drawing of your new product idea and packaging (if needed). Describe
the important features and components of the proposed new product using a list
or by labeling your drawing.
Develop your branding strategy for the new product!
Describe the branding strategy you will use for your new product, especially to
the extent it will be the same or different from the brand’s current strategy; relyon branding concepts discussed in class such as brand mark, brand familiarity,
brand equity, brand personality, etc.
V. Distribution Strategy
Describe how the new product will be distributed to consumers:
What type(s) of channel structure(s) will be used to distribute the product?
Describe the distribution strategy in terms of market coverage.
Describe the intermediaries you will use as part of your distribution strategy:
List the specific intermediaries you plan to use (e.g., Wal-Mart; Kroger; CVS; Best
Buy) and justification for why you selected them. How do they help to satisfy
buyers’ needs?
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