Capstone Project: Putting It All Together for your Company’s Marketing Plan Presentation
Project Description:
You have done all the research and work on your chosen company’s marketing strategy. You have analyzed the company’s mission and objectives, their strengths and weaknesses, their marketing environment and any potential ethical issues. You have determined and described who your target market and what influences their behavior when making purchase decisions, and the appropriate product mix to offer to satisfy their needs and wants. All you have to do now is put it all together in a Power Point!
Instructions:
For the final part of the marketing plan, you will focus on putting everything together for your chosen firm in a presentation style format. You should use graphics, tables, and charts where appropriate within your Power Point (10-15 slides). Your presentation should include information on:
- The Company Overview
a. Mission & objectives, SWOT, BCG Matrix
- Environmental Analysis
a. All areas of your environmental scanning (competitive, political-legal, economic, technological, socio-cultural, ethical issues)
- Consumer Behavior
a. The interpersonal and personal determinants that influence the buying behavior of your potential customers
- Target Market Analysis
a. Segmentation strategies and strategy for reaching your consumers
- Product Mix Strategy
a. What types of consumer products does your company sell, what are some of their product lines, what is their product mix width, length, and depth