(solution) I have to write a Marketing Plan for a service company which

(solution) I have to write a Marketing Plan for a service company which

I have to write a Marketing Plan for a service company which offers consulting services. I really don’t know what type of Business I should do a business plan for. I was thinking about a lean manufacturing consultant firm that specializes in helping companies roll out lean tools such as Value Stream mapping, Kanban, SMED, Line QRQC and 5S. I will ultimately need for you to write the entire business plan. This is a tremendous amount of work but I am prepared to compensate you accordingly. My expectations is that all the work is of the highest quality. The business plan must be very detailed and thorough. We can discuss further if you decide you are interested. On this string, I need only the Proposal. We can open up additional strings as you see fit. This way you will get adequately compensated for the work that you do. Please see attachment for a more in depth instruction on what ultimately needs to be included in the business plan.

Thank you

MKT 541 STRATEGIC MARKETING
FALL 2016
WRITTEN WORK FOR SEMESTER
Introduction
There are several deliverables in your semester?s work. Please make sure you aware of each one and the
deadline for its submission.
Marketing Plan
This piece of work will focus on a company that will be your company in 10 years time. That is, in 10 years
you will have quit whatever job you have and will start a company. The company will be a service company
offering consulting services in a particular industry. You will (obviously) identify the industry and its subsections in your plan. There are many blueprints for Marketing Plans available through multiple sources.
You are welcome to use any of them with whatever sequencing and formatting you choose. There is not
(just) one way to do this. However, be aware that you are aspiring to write a professional document that
clearly, concisely, but thoroughly explains to the reader (not just me but anyone else who reads it) what this
company is about and how it will make money.
The plan will have a minimum 3 year horizon, and you will show how the business grows over 3 years. You
will identify the value-added component (see course work on this subject), why customers pay for the
service, who the key decision makers are, and which price points will apply to which parts of the service
offering.
The company will grow in terms of revenue, employees, costs, and premises over the period covered by the
plan and the plan will explain the growth and the associated costs of this growth.
There are 3 components to the Marketing Plan. The first is a proposal, the second an interim report and the
last a final report. The weighting is provided in the syllabus.
Proposal
This is a short document; no more than 2 pages. It will identify the company and its business. The other
sections (each of which will be a maximum of 2 paragraphs) will cover the market and segments the
business is targeting, the strategy used to accomplish the company goals, and some indication of the
financial information that will be in the report.
Ideally, the reader will know what the final report will look like and what it will be about by reading this
proposal.
Interim Report
This will be the first draft of your report. It is not essential that it is fully completed but every section in the
interim report has to have enough detail so the reader comprehends what the company is dealing with and
the environment it faces.
This interim report is provided so that you can get feedback and improve upon the deliverable in its final
form. Final Report
Once you have received feedback on your Interim Report you will make changes, improve sections,
complete sections, and generally raise the standard of the report for the final grade.
Length of Interim and Final Report
There is no minimum and no maximum. However, your grade will be determined by the quality of the work
not the quantity. If you are too verbose you will not gain points, but will probably lose them.
Quality
The standard of writing must be high and the meaning of your work coherent. The standard of research
must be thorough. The standard of logic and critical thinking must be cogent and incisive. Aspire to a
professional document that you would be happy to show your employer.
Citations and Sources
Clearly you will have to use research (extensively) to build the background industry components of the
reports. When you use a source please cite it and list your sources in an Appendix. This is not an academic
paper. It is a fund raising document that you can use when you need it.
Below you will find a rubric for one way to prepare your marketing plan. As noted above, this is not the
only structure available to you ? but at least it gives you some guidelines. Situation Analysis
Situation Analysis section must include: Cover page Situation Analysis:
Market Needs
Macroenvironment
The Company
Overview
Mission
Product Offerings SWOT Analysis Competition (Direct and Indirect) Critical Issues Marketing Objectives Financial Information Appendix (e.g., Charts/Figures/Tables, Personal Interview(s), References)
Marketing Strategy
Marketing Strategy section must include: Market Demographics Marketplace Trends Market Growth Rate Position: current and alternatives Value Proposition: current and alternatives Target Market: current and alternatives Appendix (e.g., Charts/Figures/Tables, Personal Interview(s), References)
Implementation
Tactics & Recommendations section must include: Marketing Mix Recommendations
Positioning
Products/Services
Pricing
Promotion (Advertising, PR, Sales Promotion, Selling, Website/Social Media)
Place (Distribution Channels) Controls Implementation Keys to Success Evaluation Contingency Planning Appendix (e.g., Charts/Figures/Tables, References) MKT 541
Marketing Plan Project Grading Rubric (written components)
CATEGORY
Organization Quality of
Information Mechanics Course Concepts Plan Completeness
Analysis Tactics and
Recommendations
(Complete project) Sources Excellent
Information is very
organized with wellconstructed
paragraphs and
subheadings
Information clearly
relates to the topic;
it includes several
supporting details
and/or examples
No grammatical,
spelling or
punctuation errors
Marketing Plan
illustrates an
accurate and
thorough
understanding of
textbook and course
concepts
All required sections
of are completed
Research is
complete and
demonstrates
thorough
understanding of its
application and the
situation
The project
identifies
meaningful and
practical changes
and solutions that
could be successfully
used by the
organization
All sources
(information and
graphics) are
accurately
documented in the
desired format Good
Information is
organized with wellconstructed
paragraphs Fair
Information is
organized, but
paragraphs are not
well-constructed Poor
The information
appears to be
disorganized Information clearly
relates to the topic;
it provides 1-2
supporting details
and/or examples
Almost no
grammatical,
spelling or
punctuation errors
Marketing Plan
illustrates a partially
accurate
understanding of
textbook and course
concepts Information relates
to the topic but few
or no details and/or
examples are given Information has
limited relevance
concerning the topic A few grammatical,
spelling or
punctuation errors Many grammatical,
spelling or
punctuation errors Report illustrates a
limited
understanding of
textbook and course
concepts Report illustrates
inaccurate
understanding of
textbook and course
concepts Most of the required
sections are
completed
Research is partially
complete and
demonstrates some
understanding of its
application and the
situation Some of the
required sections
are completed
Research is
incomplete and/or
demonstrates
limited
understanding of its
application and the
situation
The project
identifies changes,
but no actionable
solutions are offered Many of the
required sections
are not completed
Research is
incomplete and/or
demonstrates poor
understanding of its
application and the
situation Several sources
(information and
graphics) are not
accurately
documented and/or
are not in the
desired format Many sources are
not accurately
documented and/or
are not in the
desired format The project
identifies changes,
but solutions are not
well reasoned
and/or
communicated
Some sources
(information and
graphics) are not
accurately
documented and/or
a few are not in the
desired format The project does not
identify changes that
could be made
and/or shows little
effort and reflection Data Analysis Exercises
There are 2 data exercises tom be completed in the course. Specific instructions will be given closer to the
time. However, these exercises are designed to help you with the marketing plan you develop (see above)
and to better understand how important data and interpretation of that data is to the modern marketer.
Data Exercise 1
You will gather as much data (excluding media and ?communications? data) on your chosen industry as
possible and format it in such a way (tables are essential; graphics are nice but not essential) that an
educated reader can look at the presentation and understand the structure of the industry, where the
opportunities lie, and where competing companies represent a threat. You can tell from the above words
that data will become an essential part of your SWOT analysis.
Data Exercise 2
This is the next stage in the plan analysis because you will gather as much ?communications? data as you
can from all sources and develop an analysis of the industry. More direction on this will be provided as we
get closer to this part of the semester.