30% :: Due / Presented on June 13, 2013
The
major assignment for this course is the B2B marketing plan. Each team will work
with a B2B client (as assigned by the instructor) throughout the semester to
create a viable, implementable plan based on their needs. You are required to
integrate class and text learnings into your final plan.
Major components of the plan will include a SWOT analysis, a PESTLE analysis, value chain analysis, determination of the target market(s), opportunity analysis and the channel and brand strategy recommendations.
Teams will be asked to use Google Docs as your tool for project management. The folders should be shared with the instructor from the beginning. There should be at least three files created within that folder – the team task list, the plan and the presentation. Team members will receive the same mark, however, in certain circumstances the instructor may choose to change an individuals mark based on contribution.
These plans will be presented and defended to the clients by the student teams on June 13. The final submission will include the marketing plan, the powerpoint slides and a link to the slides posted on slideshare.net.
Major components of the plan will include a SWOT analysis, a PESTLE analysis, value chain analysis, determination of the target market(s), opportunity analysis and the channel and brand strategy recommendations.
Teams will be asked to use Google Docs as your tool for project management. The folders should be shared with the instructor from the beginning. There should be at least three files created within that folder – the team task list, the plan and the presentation. Team members will receive the same mark, however, in certain circumstances the instructor may choose to change an individuals mark based on contribution.
These plans will be presented and defended to the clients by the student teams on June 13. The final submission will include the marketing plan, the powerpoint slides and a link to the slides posted on slideshare.net.
Components of the
Marketing Plan:
- Client Overview
- Key publics
- Basic Value Chain Analysis with a focus on the value proposition and total offering as the client sees it
- Their market segments as the client sees them and potential segments not addressed
- Overview of their 5 P's (within People identify the target markets, their buying centres and buying behaviours)
- External Environment
- PESTLE Analysis
- Competitive Analysis (Five Forces)
- Internal Environment
- TOWS Analysis
- Life Cycle Analysis
- Marketing Communications
- Brand Analysis
- Marketing Channel Analysis
- CRM Analysis
- Strategy & Innovation Recommendations
- Goals & Objectives
- Strategies (Growth Share Matrix, GE Multi-Factor Matrix, and connection to 5 P’s)
- Tactics
- Analysis
- Budget
- Return on Investment
- References
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