MARKETING PLAN: SITUATION ANALYSIS ASSIGNMENT INSTRUCTIONS

OVERVIEW
You must comprehensively address each topic (for this Section) and submit by the end of the
assigned module: week. For this assignment, you will continue developing your marketing plan,
focusing on the situational aspects of the plan. Current edition APA formatting is required.
INSTRUCTIONS
The following apply to all four marketing plan sections:
1. Weekly and earlier text readings will have covered many of the topics in this section.
Outside research is encouraged, referenced accordingly. Comprehensively discuss each
topic in this Section.
2. Submit this second section of your Marketing Plan (MP) attached as a MS Word file.
This section must address the following topics:
MARKETING PLAN: SITUATION ANALYSIS ASSIGNMENT
4.1. SWOT Analysis
4.2. Industry Analysis
4.3. Competitor Analysis
4.4. Company Analysis
4.5. Customer Analysis
You are encouraged to organize the Marketing Plan into four (4) sections from the beginning so
that the plan follows a logical sequence. The four (4) sections are shown below:

BUSI 330
Page 2 of 3
Marketing Plan Section Sequence
Section 1
MARKETING PLAN: COMPANY ANALYSIS ASSIGNMENT
1.0 Executive Summary
2.0 Company Description
3.0 Strategic Plan and Focus
3.1 Mission
3.2 Goals
3.3 Core Competency
3.4 Sustainable Competitive Advantage
Section 2
MARKETING PLAN: SITUATION ANALYSIS ASSIGNMENT
4.1. SWOT Analysis
4.2. Industry Analysis
4.3. Competitor Analysis
4.4. Company Analysis
4.5. Customer Analysis
Section 3
MARKETING PLAN: MARKETING STRATEGIES ASSIGNMENT
5.1. Marketing and Product Objectives
5.2. Target Markets
5.3. Points of Difference
5.4. Positioning
Section 4
MARKETING PLAN: FINAL PLAN ASSIGNMENT
6.1. Product Strategy
6.2. Price Strategy
6.3. Promotion Strategy
6.4. Place (Distribution) Strategy
7.0 Financial Data and Projections
7.1. Past Sales Revenues

MARKETING PLAN: OVERVIEW ASSIGNMENT INSTRUCTIONS
OVERVIEW
In many organizations, the assignment and completion of projects are increasingly completed in
months or years. The use of technology, such as teleconferences, video-teleconferences, and
computer technology has allowed organizations to reduce the costs of sending employees cross-
country or even overseas. To be successful in this kind of environment, you must adapt and react
to changing business dynamics in the marketplace. This assignment provides the experience to
help you learn to develop a dynamic marketing plan.
INSTRUCTIONS
You will complete a Marketing Plan that introduces a new product by an existing Fortune 500
company. If you have an idea that would be a great fit for any company (perhaps even one that
you are working for), be sure to seek the Instructor’s permission before you begin work on it.
Keep in mind that it is usually difficult to research smaller companies (especially privately held
ones unless you work for one and have good internal sources of information). You can change
the company’s name if you wish to disguise the discussion of their strengths, weaknesses, or
other “possibly sensitive” information.
This plan will be developed in stages (four sections) Each section assignment builds on previous
section toward the completed Marketing Plan (MP) due at the end of the course, which will
include all four sections.