Marketing Principles and Practices

MKTG 310 Marketing Principles and Practices
Team Project / Presentation

The group project is worth a total of 150 points.  There are two components:  an oral PowerPoint presentation (worth 100 points) and an individually written report (worth 50 points).

THE DETAILS:
Students will work in groups (# of students/group TBD) as a marketing team to complete this assignment.   The assignment is to select a product that your group is particularly interested in and explain how that product is being marketed in a “Simple” Marketing Plan.  This marketing plan will only cover the particular elements that are listed in this handout.The more specific the product, the easier it will be to complete the project.

Research will be required to uncover the specific marketing strategies employed by the manufacturers/distributors of the product.  This research may include visits to retail stores (if applicable), interviews with store managers and salespeople, and surveys of current and potential customers.

SPECIFIC MARKETING PLAN ELEMENTS TO INCLUDE ARE:

1.    DESCRIPTION OF COMPANY

2.    STRATEGIC PLAN / FOCUS
A.    Mission
B.    Goals/Objectives
•    Financial goals
•    Nonfinancial goals
C.    Core competency and competitive advantage

3.    SITUATION ANALYSIS
A.    SWOT analysis
B.    Environmental scan
•    Social forces
•    Economic forces
•    Technological forces
•    Competitive forces
•    Regulatory forces

4.      MARKET-PRODUCT FOCUS
A.    Target markets
B.    Points of difference
C.    Positioning

5.    MARKETING PROGRAM STRATEGY AND TACTICS:
A.PRODUCT STRATEGY
?    actual/augmented product
?    warranties and service
?    product classifications (i.e. consumer, convenience)
?    packaging and labeling
?    stage of PLC
B.PRICING STRATEGY

C.DISTRIBUTION(PLACE) STRATEGY
?    channel design
?    distribution strategy
?    marketing logistics/physical distribution
D.PROMOTIONSTRATEGY
?    advertising (try finding newspaper or TV ads to share and critique)
?    sales promotion
?    public relations
?    personal selling

6.    CONCLUSIONS/RECOMMENDATIONS

COMPONENT I:  THE PRESENTATION (100 POINTS)

Each team will present their marketing plan in a 15 minute PowerPoint presentation.   Students will work on the project throughout the semester (in class as time allows) and present the final project in class on their group’s assigned date during the last few class periods of the semester.  I will assign a team grade for the presentation.  No provisions will be made for individual efforts.  Each team member is responsible for making certain that all members make comparable contributions, just like in business.If there appears to be a problem with a particular group member’s lack of cooperation or effort that cannot be resolved by discussing it with them constructively, please contact the instructor as soon as possible.

Remember, all good presentations have an interesting story to tell and typically include an introduction, a body and a conclusion.  Your team’s personal comments and recommendations should also be included.  The elements listed in this handout are there to provide a solid framework for your presentation and are not meant to limit your creativity.

A copy of the PowerPoint slides must be handed in on the day of the presentation, prior to presenting.  The presentation should be well rehearsed, polished, and clean.  Each presenter is required to speak to the class and professional dress is required.  If group members arrive late, the entire group will be penalized points for the presentation.The presentation must be a minimum of 15 minutes for full credit and may not exceed 25 minutes.

COMPONENT II:  THE WRITTEN REPORT (50 POINTS)

Each individual team member will submit a written report detailing their contributions (i.e. elements of the marketing plan) to the team project.  The paper should be approximately 4pages long (including your cover page and bibliography.)While the content of your report will determine the bulk of your grade, points will be deducted for lack of organization and spelling/grammar errors.  Specific elements to include are as follows:

•    Times New Roman font, 12 point, double-spaced
•    1-2 page summary detailing individual contribution
•    Cover page (must include:  title of your project, course and instructor, your name, date)
•    Bibliography (only the references for your portion of the marketing plan are required)

The purpose of this project is to give students an opportunity to apply the concepts covered in class to an actual product by describing how that product is currently being marketed in a way that “marketers” would actually employ.  Good Luck!!!

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