Marketing Planning assignment
Step One: Identify a franchise that doesn't exist in Kansas City and one where you see an opportunity to bring/open this franchise in KC. The franchise can be a product (Tony's Italian Ice) or a service (Code Camp). It should be a franchise you have an interest in, it must be a real franchise company that sells franchises to franchisees. It can be a franchise that previously existed in KC (but is no longer here), or a franchise that never existed in KC.
Step Two: Complete some basic research: include this in a brief summary in paragraph one. The case study method should be applied, not as a checklist, but as a comprehensive inventory of the franchisor's business strategy, customer strategy, product strategy, and competitive strategy. Cite your sources, minimum of 10.
Step Three: Complete marketing analysis and brand audit: who is the customer target, who are the competitors, what did you learn about the category, Organize the information you've gathered on your company (trends, barriers to success, competitive advantages and brand fundamentals: Reason for Being, Reason for Need, Brand Promise, Reason to Believe, Proof of Value, Customer Target, Customer Benefit, Value Proposition and strategies around Product, Price, Place, and Promotion) into a clear thesis. This needs to be an analysis vs. a list. Need to have a clear and stated Conclusions Section (you are doing this analysis for you, thus these would be your conclusions on your analysis of a business you are considering).
Step Four: Discuss the marketing strategy you would employ to ensure this franchise would be successful. How much marketing $ will you spend in year one (to build awareness, trial, customer base, repeat business), how/where/why would you spend your year one marketing dollars.
Step Five: Would you buy and launch this franchise in KC, Yes or No, Why or Why Not
Limit your overall answer to two pages. Research is expected, sources need to be included. Answer needs to have a clear narrative and be more than a checklist of parts. Do not tell me all you know or all your researched, edit your answer and tell me what I need to know to understand your marketing strategy, marketing thinking, and marketing plan.