Assignment:
• Write a 2-Year marketing plan for a product or service
• The product or service must be one that is currently being sold and marketed. Choosing a fictitious product or service will create problems when students begin their research.
• Using Appendix A from the text book, Marketing the Core by Kerin, Hartley and Rudelius, (pages 43-59) each team will develop a 2-Year marketing plan that must contain the following sections:
1. Executive Summary
2. Description of the company that sells the product or service
a. Description of the company.
b. Description of product or service.
3. Strategic Plan/Focus
4. Situation Analysis (SWOT)
5. Market-Product Focus
6. Marketing Program Strategy-Tactics
7. Financial Projections
8. Organizational Structure
9. Implementation Plan
10. Appendix A: Biographies of key personalities (1-2 paragraph biographies of the project team).
11. Appendix B: miscellaneous data (optional)