Course Code Course Name Section Code

BG II – G1 Marketing II MR2003-G1
Percentage Weight of Total
Type of Evaluation
SUMMER 2018 Evaluation
Marketing Plan
20%
Course Instructor Due Date
Armando Barragan Week 13 (August 3, 2018)
Total Marks: /100

GROUP PROJECT REQUIREMENTS

Project Scope: Please prepare a formal marketing plan by identifying an existing or new product or service
from a company of your choice or a start-up that you may wish to pursue. In the marketing plan you will
provide details on your product/service launch which will include a market analysis of your target
audience, you will research the market environment. Your marketing plan will be based on the description
of your market opportunity, product, pricing, and distribution strategy as well as how you propose to
market your product. The business in question can be:

 A real business
 A business that does not exist yet, but the student proposes to setup
 A fictitious business of your choice

Written Report

1. Please submit your Project (Marketing Plan) in a professional bounded format which includes all
Appendices and supporting documents.
2. The title page must contain:
a. The name of the company (Your Company Name)
b. The Product or Service
c. The Course Title (Marketing II)
d. Professor’s Name
e. Name and ID number of each group member
f. Date
3. The acceptable fonts are Times New Roman or Arial (No smaller than 11pt)
4. Line spacing must be 1.5.

Page Count

The Marketing Plan MUST NOT exceed 10 pages (Excluding title page, table of contents and appendices).
Marks will be deducted if the written portion of your assignment exceeds 10 pages.

Project Guidelines

 Please provide data from all your sources using APA style citation requirements.
  The report must be structured in line with the Evaluation Criteria outlined below.

Evaluation Criteria

1. Executive Summary – 10 Marks – Summarize the content of your plan and the important aspects.
One page is sufficient. An executive summary should be a standalone recap of the major elements
of your report, and should, on its own, provide the reader with a solid understanding of the
highlights and recommendations of the paper. An executive summary is NOT an introduction.
2. Market Analysis – 10 Marks – In this section I need a brief discussion on the overall market you
are targeting. You will discuss your segmentation of the market by breaking your target market
into segment groups, needs by segment and market potential. Also, please discuss the
environment you are targeting by looking at the technology and society as a whole.
3. Description of Market Opportunity – 10 Marks – Please research and discuss the need for your
product or service, market potential and overall product concept.
4. Product Strategy – 10 Marks – Please discuss your product strategy, objectives of product,
product features, product quality and service strategy as well as your competitive positioning and
advantage of your product.
5. Pricing Strategy – 10 Marks – How do you propose to price your product/Service. Will you use
skimming/penetration pricing, what will your product cost be fixed/variable cost and potential
profit margin.
6. Distribution Strategy – 10 Marks – What channels of distribution will you use to distribute your
product ex. Dealers, retailers etc. Will you use co-marketing arrangements, what are some of the
costs to your distribution strategy and show me a flow chart from your company to the end user.
7. Marketing Communications and Promotional Strategies – 10 Marks – Please discuss your overall
promotional strategies which include advertising, personal selling which may include sales
programs, incentives and support. Also, please discuss any sales promotions you may use to get
more customers etc.
8. Conclusion and Action Plan – 5 Marks – Please write up a conclusion with your final thoughts and
action plan.
9. Overall Format of the Marketing Plan – 15 Marks
a. Pay attention to spelling and grammar. The plan must be clear and not lead to confusion.
b. When using statistics or information from outside sources, please site as per APA
requirements.
c. The occasional use of pictures, tables or graphs is recommended (for illustration
purposes) and helps with the visual appeal. Be sure to clearly indicate the source of each
picture, table or graph.
10. Bibliography – 10 Marks - Comprehensive and integrated bibliography using APA style, 6th edition
(will be in alphabetical order). Attach all articles/sources used for the report and organize them in
the same order that they appear in the bibliography.
11. Appendices – Aside from the body of your report, you are encouraged to attach any appendices
which are relevant to the information in the main report.

Late submission: 30 marks less per extra day.