Marketing Plan assignment gives you the opportunity to develop an integrated
marketing strategy for a product or service of your choice. This activity will
make the course “come alive” through application of the principles
from the textbook, course materials, and discussions. Assignments such as this
also help you develop business-oriented communication skills.

development of this Marketing Plan is an integral part of the course. It will
enable you to demonstrate a good understanding of a typical marketing problem
through a clear identification of the problem and careful analysis, to
implement steps that are sufficiently clear and detailed for effective
execution, and to demonstrate how your plan would work. Developing the
plan will require several weeks of research, critical analysis, critical
thinking, and writing.

The MKTG 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

  1. Read Appendix 1 in
    your textbook to gain a thorough understanding of a strategic marketing plan
    and its component sections.
  2. 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.
  3. Recommend a new
    product or service to add to the company’s portfolio
  4. Conduct a Porter’s
    Five Forces analysis
  5. Conduct a SWOT
  6. Conduct a market
  7. Establish strategic
  8. Identify issues in the
    marketing environments
  9. Recommend marketing
    activities and programs
  10. Establish a budget and
    determine BEP
  11. Recommend controls to
    monitor and measure success
  12. 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.

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 2 Marketing Plan, Draft 1
Your paper should include the following components:
Portfolio ReviewPorter’s Five ForcesSWOT Analysis

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:
of new entrants,bargaining
power of suppliers,bargaining
power of customers, andthreat
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.

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