For your final, create a marketing plan using the marketing framework: Table of – graduate researcher

For your final, create a marketing plan using the marketing framework:
Table of Contents:
1. Executive Summary
a. A good executive summary is no longer than one page. It is a mini-report, stating highlights and recommendations. It’s a self-contained and not a teaser. Details are provided in as many appendices as necessary. This summary is usually written in full sentences, never bullets.
2. Situation Analysis (5C’s)
a. Customer
b. Company
c. Context
d. Collaborators
e. Competitors
3. Market Analysis and Strategies (STP)
a. Segmentation
b. Targeting
c. Positioning
4. Tactical Plans (4P’s)
a. Product
b. Price
c. Place
d. Promotion
5. Appendix – Marketing Research
a. Data Findings to support 5C’s
b. Focus Groups, Current Brand Associations
c. Summaries of Industry reports and trend analysis
d. Survey Feedback
e. Ad Copy Testing
REMEMBER!!!
A marketing plan begins with an assessment of where things currently stand. This situation analysis is documented by the 5Cs. We draw on those Cs to develop segments and choose segment(s) to target, per the strategizing that is STP.
The STP section includes summaries of marketing research (e.g., a segmentation study) and rationales supporting a chosen target. Marketing and financial goals then stipulate the objectives the company wishes to achieve and how success and ROI will be measured.
The next big section is an action plan for positioning by implementing the marketing mix 4Ps. Typically, this section is long and detailed because it contains both the big picture on strategy and also the nitty-gritty details on tactics.
Think of these tables as a workbook designed to assist in writing a marketing plan.* The questions function like an interviewer asking about your brand.
The paper must have the following:
1. Formatted in APA
2. Consist of 5 to 6 pages – excluding title page and reference page
3. Minimum of 3 scholarly resources
GOOD LUCK!