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(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.

 


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