Principles of Marketing

BA 3365 Section 006

Marketing Plan

Professor Andrei Strijnev

The University of Texas at Dallas

Fall 2005

Useful websites

• www.utdallas.edu/~strijnev– Lecture notes (in addition to WebCT)

• www.mhhe.com/kerin– Practice quiz

Project timeline

• 9/7 (Today!) Group assignment• 9/19 Product selection• 10/12 Project proposals• 11/14,16,21 Presentations• 11/21 Final Report

Written Assignments

• Product selection– What, Why, Background (point of difference?)– 1 page max

• Project proposals– Situation analysis, Problem statement and proposed

solution– 2-3 pages max

• Final Report– Marketing Plan– 10 pages max

Presentation

You will evaluate each other’s presentations with a form similar to the following:

Potential points

Points earned

Product – does it creatively satisfy a consumer need?

10

Situation – SWOT analysis clear, competition well identified

10

Target market & positioning well defined

10

Marketing program – 4 P’s 10

Overall presentation style 10

Peer Evaluations

Please fill out the following form to determine each person’s contribution. Rate yourself and each of your group members on the following parameters: the time and effort spent on the project the quality of inputs

Use the following 5-point scale for this purpose. Enter the number from this scale that you think most appropriately describes each person’s contribution on the two parameters.

1 2 3 4 5 _________________________________________________ Poor Excellent

Effort Quality of inputs

Your name: ________________________ ______ ______ Member #1: ________________________ ______ ______ Member #2: ________________________ ______ ______

The strategic marketing process

Elements in typical marketing and business plans targeted at different audiences

Marketing Plan

1 Executive Summary “Sell” your idea. 1 page maximum length.

2 Situation Analysis Where is the industry now? What are the critical success factors in the industry? Competitors?

SWOT Analysis

3 Market-product focus One-year product and marketing objectives. Target markets. Product/market grid.

Differentiating attributes. Positioning strategy.

4 Marketing program, strategy, and

tactics

4 P’s.

5 Financial projections Projected sales, revenues, expenses.

6 Organizational structure How is your company structured?

7 Implementation plan How does your plan translate into results?

FIGURE 2-5FIGURE 2-5 Boston Consulting Group growth-share matrix for a strong, diversified firm

FIGURE 2-9FIGURE 2-9 Ben & Jerry’s: a “SWOT” to get it growing again

FIGURE 2-6FIGURE 2-6 Four market-product strategies: alternative ways to expand sales revenues for Ben and Jerry’s

FIGURE 2-7FIGURE 2-7 A combination of customer relationships, innovation, quality, and efficiency are the building blocks of an organization's success

FIGURE 2-10FIGURE 2-10 Elements of the marketing mix that comprise a cohesive marketing program

FIGURE 2-12FIGURE 2-12 Evaluation and control of Kodak’s marketing program