Marketing Plan – Phase 3
Phase 3 – Marketing Plan for 2017 (15% written report; approximately 2000 words, not includingappendix; 5% pitch)Phase 3 will be conducted in groups of 4 students. You may discuss this assignment only within yourown group. First, you will select one target market and positioning strategy from amongst your groupmembers (include this as an appendix). Then, you will outline a recommended marketing plan for theorganization/brand for 2017. Your marketing plan will include the following sections:1. Introduction that summarizes the target market and positioning (complete version in Appendix);2. Specific, relevant, and measurable objectives;3. Product/branding strategy and tactics;4. Pricing strategy and tactics;5. Distribution strategy and tactics; and6. Advertising and promotions strategy and tactics.PLUS Appendix:Complete target market and positioning strategy borrowed or adapted from Phase 2Your marketing plan should read like a guide to the marketing department – it should tell themeverything it will need to do in the coming year. It should also include a persuasive rationale for everydecision that is included in the marketing plan.For each of the sections of your marketing plan:- Be sure that you are very specific about the details of what the organization should dodifferently and how.- Provide a thorough justification for all of your suggestions.As you complete your marketing plan, keep the following points in mind:• Your marketing plan should be aimed at helping you to achieve your stated objectives.• You may use the following to help you build your justification:- Your analyses of the organization, the marketing environment, and the critical issues(Phase 1);- The target market and positioning strategy (Phase 2);- All course materials, project materials, individual and group research; and- Your own thinking, logic, and creativity.
Each team member will pitch marketing plans at the end of the term in small groups. More informationabout your pitches will be provided prior to pitch day.At the end of term, you will be asked to evaluate your team members’ contributions to this project. Aform will be provided to assist you with this.
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