Business Marketing Plan

Business Marketing Project


The assignment is to prepare a marketing plan for the company. You tournament later introduction plan for the same company in another project of similar magnitude. You make a marketing professional who report to the management of the company. A report based on a careful study of available data and original data with reference to theoretical texts and concepts as appropriate.

The project will be evaluated on the quality of research, content, structure, connection to the theory and use of sources.



With consideration to:

Source Use: Refer to more sources than the book. Please refer to the original authorization if possible. Accurate to refer to books published (latest version) and peer-reviewed journals. It is necessary to refer to at least 5 academic sources. You may quote sources online and also oral sources. Refer not to the lectures of times. Remember to define key terms.


Avoid using colloquialisms and making unsubstantiated claims.


  1. Summary – Executive Summary
  2. Analysis of the current situation
  3. Internal and external analysis (how the company (description of), here, you should remember pees analysis, identify market position (especially competitors – remember Porter’s 5 forces) and SWOT. Are available (unused) difficulty within the company? (eg can experience, staff, resources, location of business. What are the weaknesses of the company (for example, may be a few innovations, few distribution channels, etc.).
  4. Target, analysis of customers and Locale
  5. Who is the customer? Here, you should go through the STP, segmentation and customer, what are his needs? How can we fulfill them? more.
  6. Objectives
  7. Should be at least. Threefold, financial, and social Marketary (reduce pollution, raise awareness, green marketing? Remember CSR)
  8. MARKET for mix variables
  9. Remember that sales were at the 7 and set ourselves the strategy / objectives for each of them). What has been done and what to change. Example when it comes to prices, how is it compared to competitors? The change that?
  10. Budget
  11. How much money we have to invest the promotion? Is there any change in? How much has been invested in marketing efforts?
  12. Follow-up and evaluation
  13. How to monitor compliance with program success. What to measure and how can it be monitored?

Very good to have the manual handy 1 Marketing (Marketing Management by Kotler, Keller, Brady Goodman and Hansen) or other good book in Marketing. There are also several books on preparing marketing plans such as The Marketing Plan Handbook by Marian Burk Wood that has been in the library.

Many companies have never reported their audiences and know even whether there are winning market share which they should focus. These companies need to help define and identify target groups.

Here are some of the possible questions that could be used at the beginning of data gathering. This is not an exhaustive list, may be that some questions need to delete or edit and add others, depending on the situation. This is just designed to help you along.


  1. Who are these customers?

Age, gender, revenues, education, residency, lifestyle

  1. Are the customers the company has the customers it wants to have? These are profitable business friends?
  2. Are customers satisfied with the company’s location?

High/low traffic, parking, environment trade, access to catalog, distribution

  1. What are the best sales months of the company?

Are there any seasonal fluctuations in the business?


  1. What are the most effective promotional activities and the company?


  1. Who are your competitors?

direct competition/indirect competition


Commercial Occupation competitors


  1. What are the strengths of the company?

Price, service, quality, range?

Shop local, number of years in business, etc.


  1. What are the strengths of competitors?


  1. What is the most positive that the company can say about competitors?


  1. What is the most negative the company can say about competitors?


  1. Where operations will be the main profits?
  2. How much is invested in advertising / promotion?

13.Hvernig the resources allocated for advertising and promotion?


  1. Is the company satisfied with their advertising and promotion?

Are there any agents which are particularly effective?

Are there any media that are not effective?


  1. What is the vision?
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