Principles of Marketing BA 3365 Section 006 Marketing Plan Professor Andrei Strijnev The University of Texas at Dallas Fall 2005

Useful websites –Lecture notes (in addition to WebCT) –Practice quiz

Project timeline 9/7 (Today!)Group assignment 9/19Product selection 10/12Project proposals 11/14,16,21Presentations 11/21Final Report

Written Assignments Product selection –What, Why, Background (point of difference?) –1 page max Project proposals –Situation analysis, Problem statement and proposed solution –2-3 pages max Final Report –Marketing Plan –10 pages max

Presentation You will evaluate each other’s presentations with a form similar to the following: Potential points Points earned Product – does it creatively satisfy a consumer need? 10 Situation – SWOT analysis clear, competition well identified 10 Target market & positioning well defined 10 Marketing program – 4 P’s10 Overall presentation style10

Peer Evaluations

The strategic marketing process

Elements in typical marketing and business plans targeted at different audiences

Marketing Plan 1Executive Summary“Sell” your idea. 1 page maximum length. 2Situation AnalysisWhere is the industry now? What are the critical success factors in the industry? Competitors? SWOT Analysis 3Market-product focusOne-year product and marketing objectives. Target markets. Product/market grid. Differentiating attributes. Positioning strategy. 4Marketing program, strategy, and tactics 4 P’s. 5Financial projectionsProjected sales, revenues, expenses. 6Organizational structureHow is your company structured? 7Implementation planHow does your plan translate into results?

FIGURE 2-5 FIGURE 2-5 Boston Consulting Group growth-share matrix for a strong, diversified firm

FIGURE 2-9 FIGURE 2-9 Ben & Jerry’s: a “SWOT” to get it growing again

FIGURE 2-6 FIGURE 2-6 Four market-product strategies: alternative ways to expand sales revenues for Ben and Jerry’s

FIGURE 2-7 FIGURE 2-7 A combination of customer relationships, innovation, quality, and efficiency are the building blocks of an organization's success

FIGURE 2-10 FIGURE 2-10 Elements of the marketing mix that comprise a cohesive marketing program

FIGURE 2-12 FIGURE 2-12 Evaluation and control of Kodak’s marketing program