MKT 301 Assignment Specification ASSIGNMENT SPECIFICATIONS FOR MARKETING PLAN ASSIGNMENT Dr. Husam A.

Kokash MKT 301 Principles of Marketing Submission Date: June, 1st, 2011

Dr. H. Kokash

Team work based assignment Number of members in each group: maximum 4 students

MKT 301 Assignment Specification INTRODUCTION:

Dr. H. Kokash

In order to achieve the course's learning objectives, the students registered in MKT 301 course will work in group to develop a marketing plan. This project assignment is a practical application of marketing principles and is designed to help you to learn how to create a good marketing plan, how to analyze the company and its actual position in the marketplace, and how to decide on the best marketing strategies in order to reach the company's desired position. ACADEMIC PURPOSE OF THE MARKETING PLAN: Academic reasons for using the plan include: 1. 2. 3. 4. To help you better understand the material by relating it to the "real world" of business To teach you the importance of integrating material and achieving internal consistency To give you practice in writing concisely To give you actual practice in constructing a Marketing Plan

ORGANIZATION / PRODUCT SELECTION: Select an organization from any industry and sector based on your own choice, you can choose and select one between different types of organizations working in different sectors and levels, such as: local, regional, or international organization; for profit or non-profit organization; as much as wholesaler, retailer, or manufacturer. You can also determine the product (Service, goods, idea)/ or the brand as a first criterion for your company's selection. Other criteria for choosing an organization may include access to management personnel and to marketing information and financial data. The availability of data on the Internet is helpful. GROUP AND MEMBERS: Your professor will divide the class into small groups. Each group will comprise up to four students. Group members will want to share telephone numbers and e-mail addresses and settle upon a time to meet outside of class. Also, note the scheduled class times for meeting. The group members may divide the responsibility for particular parts of the marketing plan and assign a part or parts to individual group members. However, each group member is responsible for the entire assignment. The group may omit the name of a member(s) who does not complete his assigned responsibilities on time. The group members are asked to meet with the professor once each three weeks in one of the office hours.

MKT 301 Assignment Specification A MARKETING PLAN

Dr. H. Kokash

There are many ways to develop and format a marketing plan. The approach taken here is to present a 6-Part plan that includes: 1. 2. 3. 4. 5. 6. Purpose and Mission Situational Analysis Marketing Strategy and Objectives Tactical Programs Budgets, Performance Analysis and Implementation Monitoring & Control

The marketing plan should include the following topics. Note that Chapter Two in your text also contains this information. Part 1: Organization's current situation: 1.1 Introduction, Organization history. 1.2 Organization's Vision, Mission, and Objectives. 1.3 Organization's Products and brands 1.4 Actual Customers 1.5 Market segments 1.6 Organization's competitors 1.7 Current Position in the market Part 2: SWOT analysis 2.1 Internal environment Analysis 2.2 External Analysis 2.2.1 External MICRO & MACRO environments 2.2.2 Prospective Customers & Potential Markets 2.2.3 Suppliers 2.2.4 Competitive environment 2.2.5 Economic environment 2.2.6 Demographic environment 2.2.7 Social and cultural environment 2.2.8 Political and legal environment 2.2.9 Technological environment 2.2.10 Laws and regulations, or Government Environment Apply three or four of the above mentioned forces in your analysis Part 3: Marketing Objectives & Marketing Strategies 3.1 Marketing goals and Objectives 3.2 Target markets 3.3 Product strategies 3.3 Pricing strategies 3.4 Promotion strategies 3.5 Distribution strategies 3.6 Recommendations for Change

MKT 301 Assignment Specification

Dr. H. Kokash

Part 4: Tactical Program Identify and detail all required actions for each marketing strategy Part 5: Budget and Implementations Specify Budget and time schedule for each activity (preparing for implementation) Part 6: Monitoring & Control
Not all information listed in the detailed outline may be available to you, but do your best. However, be sure to include (1) A BCG strategy analysis, and (2) SWOT analysis.

HELPFUL HINTS FOR WRITING REPORT WRITING MECHANICS 1. Print everything submitted. 2. Double-space between sections. 3. Set margins at one inch. 4. Do NOT right justify. 5. Always make back-up copies of the paper on disk, hard copy, etc. 6. Number the pages. 7. Use 12 point Times New Roman font.
This long project requires several weeks of work. Dont expect to complete it in one or very few weeks. Get started now! If you have any questions or need assistance, please contact me, it will be my pleasure to answer your questions and explain to you what you need in regard of your course and project. hkokash@psu.edu.sa

Good Luck