Group Marketing Plan Project

Description

The group marketing plan project is utilized to allow students to apply the concepts and tools from the weekly lessons to a publicly traded company. Working in a group you will prepare a marketing plan for a selected existing North American company and write a detailed report. Each group will be assigned one industrial sector and then select a publicly traded company from their assigned industry sector that sells a ‘product’ or ‘service’ that is of interest to the group and where there is detailed information available about both the product/service and the company itself.

The goal in this project is to see how as a group you create a marketing plan. One key aspect of the project is to give you an existing business and allow you to be innovative. How would you improve the existing state of this business from the perspective of marketing? 

Learning Outcomes

This project will not only enable you to learn 'marketing' by doing, but also provide concrete evidence of your ability to manage the marketing process. This project provides the oportunity to develop skills to work effectively in a group and offers experiences that you can add to your resume, or use in a job interview.

Expectations

All of the tools you will need are introduced in the weekly lessons. One common mistake in this project is that students identify the existent positioning, target market, distribution, pricing, promotion, etc. rather than setting these elements with their own creativity. The expectation is that students will pay close attention to related tools and concepts covered in the lessons and related readings that are applicable to the project. Please keep in mind that the goal of the project is to see how capable you are in applying the concepts/tools from the lessons to your analysis in order to improve the marketing activities of the selected organization rather than identifying what they are currently doing. 

This assignment has multiple deliverables (Parts A, B, C, D, and E). Parts B, C, and D will contribute a large degree to the final report (Part E). 

Criteria for Business Selection

Your assigned group must pick a company within their assigned sector (from the table below) according to the following criteria: 

• The company must be publicly traded.
• The company must be North American (Canada or US).
• The company's product or service is agreed upon by the entire group.
• There is sufficient information available to allow you to conduct an analysis.
• Groups must chose different companies. Selections will be made on a 'first come first served' basis.
• The instructor approves the company.

How to Access Groups

Groups can be accessed from the Course Home page by clicking Connect and then Groups on the course navigation bar. If you are not enrolled in a group by the date indicated in the Course Schedule, please contact Technical Support at learnhelp@uwaterloo.ca. Technical support is available during regular business hours, Monday to Friday, 8:30 AM to 4:30 PM (Eastern Time).

A Marketing Plan Project Group Discussion Area is available for your group to facilitate discussion and group work while preparing the assignments for submission. Discussions can be accessed from the Course Home page by clicking Connect and then Discussions on the course navigation bar.

Group Deliverables 

Introduce Yourself to Your Group

This orientation task is designed to help you become acquainted with your group members and learn how to use the Marketing Plan Project Group Discussion Area discussion board. Please introduce yourself to your group members on the Marketing Plan Project Group Discussion Area discussion board by the date specified in the Course Schedule. 

Part A: Group Contract 

Each group is asked to complete a group contract. It is a document that each group creates to formalize the expectations of the group members. The contract is the best way of communicating and articulating the expectations of the group. The group contract must be filled in and signed by all group members before submitting. Please complete and submit the Group Contract Form (doc) to the Part A: Group Contract Dropbox by the date specified in the Course Schedule. 

Part B: Situation Analysis

Situation analysis is the first graded submission of the Marketing Plan Project. It is dedicated to examining the organization’s current state. The goal of this assignment is to understand who the organization is both internally and externally.

Learning Outcomes

• Identify the importance of who the organization is including their culture, competitive advantage, core competencies, mission, and customers.
• Explain why the organization is winning in the marketplace.
• Consider how the organization adds value to customers’ lives (consumer benefit).
• Apply Porter’s five forces.
• Apply SWOT analysis.
• Distinguish between internal and external evaluation of the organization.

Assignment Details 

The following list shows the expected components of a situation analysis.

1. Description of the Company
2. Internal Analysis: Who are they as an organization?
   1. Strategic Plan/Focus
      • Mission/vision
      • Core competency/values
      • Top three existent financial goals
      • Top three existent non-financial goals
   2. Recommended questions that should be answered but are NOT limited to:
      • What products or services do they provide?
      • What business are they in – in terms of consumer benefits?
      • What are their key factors for success? Why are they winning in the marketplace?
      • What are their core competencies (i.e., what are they good at)?
      • What resources do they have that are unique or the same as key competitors?
      • What is their competitive point of difference?
      • Who are their customers/consumers?
3. External Analysis (Macro Environment): What external factors are influencing their business?
   1. Social
   2. Economic
   3. Technology
   4. Competition
   5. Industry Analysis (Porter’s five forces)
4. Strengths, Weaknesses, Opportunities, Threats (SWOT) Analysis
   1. Determine strengths and weaknesses from internal assessment
   2. Determine opportunities and threats from external assessment

Refer to the weekly lessons for a sample SWOT analysis and keep in mind that you will draw a strategy from the weaknesses and strengths that you identify here in the future submissions of the project.

Length and Spacing Requirements

Please refer to Guidelines for Completing the Assignment below for details about the assignment expectations and details.  In particular, note the following:

• Use the Verdana font. Use font size 10 and 1.5 line spacing everywhere except endnotes (font size 8, single spacing) and exhibits (variable font size and line spacing).
• You should not spend more than 2-3 pages for each of Situation Analysis, Marketing Objectives, and Marketing Strategies excluding the exhibits and list of sources at the end.
• In the final report, a maximum of 10 pages (excludes cover sheet, endnotes, exhibits, and references) are allowed. In addition, a maximum of 10 pages of exhibits are permitted. Place exhibits at the end of the marketing plan report.
• All exhibits must be included in the exhibits sections at the end and given a title and a short descriptor that includes a reference to all sources used in the exhibit.

Grading of Part B

The grading of the assignment will be based on several criteria as shown below:   

Part C: Marketing Objectives

Marketing objectives is the second graded submission of the Marketing Plan Project. It is the part where you start to make strategic decisions for the organization. You are asked to select one of the four market-product strategies (penetration, market development, product development, or diversification). Make sure to base your decision on the situation analysis you have performed. Remember that you are asked to select the strategy, not to write about the organization’s existent strategies.

Learning Outcomes

• Make strategic decisions for the organization.
• Apply market-product strategies.
• Generate a market-product grid.
• Design your target market.
• Identify points of difference.
• Develop a perceptual map.

Assignment Details

The following list shows the list of expected components of marketing objectives.

1. Marketing and Product Objectives: select one of the 4 market–product strategies (penetration, market development, product development, or diversification; from Figure 2-4) that is the best fit for your company and support your decision. Set your goals in measurable terms.
2. Target Markets. (You design; aligned with the market-product strategy you have chosen).
3. Points of Difference. (You design; aligned with the market-product strategy you have chosen).
4. Positioning. (You design; aligned with the market-product strategy you have chosen). 

Length and Spacing Requirements

Please refer to Guidelines for Completing the Assignment below for details about the assignment expectations and details.  In particular, note the following:

• Use the Verdana font. Use font size 10 and 1.5 line spacing everywhere except endnotes (font size 8, single spacing) and exhibits (variable font size and line spacing).
• You should not spend more than 2-3 pages for each of Situation Analysis, Marketing Objectives, and Marketing Strategies excluding the exhibits and list of sources at the end.
• In the final report, a maximum of 10 pages (excludes cover sheet, endnotes, exhibits, and references) are allowed. In addition, a maximum of 10 pages of exhibits are permitted. Place exhibits at the end of the marketing plan report.
• All exhibits must be included in the exhibits sections at the end and given a title and a short descriptor that includes a reference to all sources used in the exhibit.

Grading of Part C

The grading of the assignment will be based on several criteria as shown below:   

The Group Assignment Checklist (doc) form should be filled in and included in the submission of this assignment. This assignment must be submitted to the Part C: Marketing Objectives Dropbox by the date specified in the Course Schedule. Please see How to Submit Your Assignments at the bottom of this page for more details on Dropbox submission, file formats, etc.

Part D: Marketing Strategies

Marketing strategies is the part where you design the controllable factors (Ps) of the assignment. There are 4 Ps for companies offering products and 7 Ps for companies offering services, as you have seen in the lessons. You are asked to create the Ps aligned with the market-product strategy you have chosen in the previous submission. Remember that you are asked to design the Ps, not to write about the organization’s existent Ps. 

Learning Outcomes

• Design the controllable factors (4Ps) for your organization.
• Apply a product (service) strategy.
• Identify a promotional strategy.
• Design a place strategy.
• Develop a pricing strategy.
• Investigate the additional 3 Ps: People, Process, Physical evidence.

Assignment Details

The following list shows the expected components of marketing strategies: 

The 4Ps for product, or 7Ps for a service (You design).

1. Product (or service) Strategy
2. Price Strategy
3. Promotion Strategy - includes Social Media (consumer participation strategy)
4. Place (distribution) Strategy
5. For Service Organizations add:
   1. People
   2. Process
   3. Physical evidence

Length and Spacing Requirements

Please refer to Guidelines for Completing the Assignment below for details about the assignment expectations and details.  In particular, note the following:

• Use the Verdana font. Use font size 10 and 1.5 line spacing everywhere except endnotes (font size 8, single spacing) and exhibits (variable font size and line spacing).
• You should not spend more than 2-3 pages for each of Situation Analysis, Marketing Objectives, and Marketing Strategies excluding the exhibits and list of sources at the end.
• In the final report, a maximum of 10 pages (excludes cover sheet, endnotes, exhibits, and references) are allowed. In addition, a maximum of 10 pages of exhibits are permitted. Place exhibits at the end of the marketing plan report.
• All exhibits must be included in the exhibits sections at the end and given a title and a short descriptor that includes a reference to all sources used in the exhibit.

Grading of Part D

The grading of the assignment will be based on several criteria as shown below:    

The Group Assignment Checklist (doc) form should be filled in and included in the submission of this assignment. This assignment must be submitted to the Part D: Marketing Strategies Dropbox by the date specified in the Course Schedule. Please see How to Submit Your Assignments at the bottom of this page for more details on Dropbox submission, file formats, etc.

Part E: Final Report 

The final report is where all the pieces come together. You will incorporate the feedback you received from earlier submissions and include the three earlier parts in this final report. You will also add an executive summary and sales forecast. 

Learning Outcomes

• Develop an executive summary.
• Generate a sales forecast.
• Design a marketing plan for a real-life organization.
• Apply marketing tools that are provided in the lessons to a company.
• Improve the current state of a business by utilizing marketing concepts.
• Provide concrete evidence of your ability to manage the marketing process that can be included on your resume.

Assignment Details

The following list shows the expected components of the final report.

1. Executive Summary
   • Written after the assignment is completed summarizing the key points in the marketing plan that you wish to highlight to the ‘executives’ of the firm. This is not a table of contents. It is a selling feature of your plan. 
2. Main Body of the Report
   1. Part B: Situation Analysis
   2. Part C: Marketing Objectives
   3. Part D: Marketing Strategies
   4. Sales Forecast/Market Share Goals (could include some of the following)
      • Past Sales Revenues and Five-Year Projections 
      • Current Market Share and Future Market Share Projection (in terms of % and sales $)
      • Future Profit Goals (% of revenues or $ amount)
      • Market Position (1st, 2nd, or 3rd largest in the industry by a set timeline)

The final report can contain a maximum of 10 pages of exhibits.

Length and Spacing Requirements

Please refer to Guidelines for Completing the Assignment below for details about the assignment expectations and details.  In particular, note the following:

• Use the Verdana font. Use font size 10 and 1.5 line spacing everywhere except endnotes (font size 8, single spacing) and exhibits (variable font size and line spacing).
• You should not spend more than 2-3 pages for each of Situation Analysis, Marketing Objectives, and Marketing Strategies excluding the exhibits and list of sources at the end.
• In the final report, a maximum of 10 pages (excludes cover sheet, endnotes, exhibits, and references) are allowed. In addition, a maximum of 10 pages of exhibits are permitted. Place exhibits at the end of the marketing plan report.
• All exhibits must be included in the exhibits sections at the end and given a title and a short descriptor that includes a reference to all sources used in the exhibit.

Grading of Part E

The grading of the assignment will be based on several criteria as shown below:    

The Group Assignment Checklist (doc) form should be filled in and included in the submission of this assignment. This assignment must be submitted to the Part E: Final Report Dropbox by the date specified in the Course Schedule. Please see How to Submit Your Assignments at the bottom of this page for more details on Dropbox submission, file formats, etc.

Guidelines for Completing the Assignment

You are expected to carefully read the lessons and identify which concepts are relevant to apply into your plan. The list of expected components for each submission is indicated in Assignment Details. The use of class concepts along with visual exhibits is the key to create a successful marketing plan.

• Be sure to label the statements, charts, graphics, and ideas that are created by your group with “CBU” which stands for "created by us". Otherwise I will assume that it is copied from other sources or belongs to the company itself such as the company’s own mission statement.
• When combining the individual components (Parts B, C, and D) for the final report (Part E), it is possible to create exhibits to leave room for additional information. Try to organize descriptive data and other material in exhibits wherever possible in order to ensure that the restricted page length available is used to your greatest advantage. Exhibits should be briefly discussed and referred to from the body of the report. In particular, the text of the assignment should point to the message(s) that you wish each exhibit to communicate to the reader.
• Be sure to cite all relevant sources of information and analysis and include references at the last page of your submission. A complete bibliography listing all sources of information (including web addresses) must be included. Extreme care should be taken to ensure that ideas and views expressed in the assignment are properly attributed and cited by using endnotes. APA or MLA are the most used citation styles but you are welcome to use a different citation style with which you are familiar.
• Use the Verdana font. Use font size 10 and 1.5 line spacing everywhere except endnotes (font size 8, single spacing) and exhibits (variable font size and line spacing).
• You should not spend more than 2-3 pages for each of Situation Analysis, Marketing Objectives, and Marketing Strategies excluding the exhibits and list of sources at the end.
• In the final report, a maximum of 10 pages (excludes cover sheet, endnotes, exhibits, and references) are allowed. In addition, a maximum of 10 pages of exhibits are permitted. Place exhibits at the end of the marketing plan report.
• All exhibits must be included in the exhibits sections at the end and given a title and a short descriptor that includes a reference to all sources used in the exhibit.

Please make sure the first page of your assignment and final report contains the following information: 

1. Group Number
2. Names of Group Members
3. Name of your Selected Company 
4. Name of the Assignment
5. Date of Submission 
6. Word Count (Note: does not include title page, Group Assignment Checklist, and exhibits) 

Exhibit

An exhibit is a visual figure, such as a chart, table, figure, picture, or image. Plain text on its own is not considered an exhibit. You may have text within a table, chart, or figure. Your exhibits may include but are not limited to the following:

1. Trends Identified by an Environmental Scan table

• • Social, Economic, Technological, Competitive, and Regulatory Trends (refer to Figure 3-2 in textbook)

2. Industry Analysis

• • Porter’s five forces

3. Consumer Analysis

• • Purchase decision process for product/service (refer to Figure 5-1 in textbook)

4. SWOT Table (refer to Figure 2-6 in textbook)

5. Organizational Assessment

• • The strategic capabilities of the organization
    • Resources and competencies
    • Cost efficiencies
    • Competitive advantage 
    • Financial assessment

6. Sales Forecast

7. Perceptual Map

8. Market-product Grid

9. Exhibit identifying where the product/service is on the product life cycle (refer to figure 11-1 in the textbook)

10. Pricing Strategy Calculations

11. Customer Contact Audit

Group Assignment Checklist 

You are required to submit a Group Assignment Checklist (doc) for Parts B, C, D, and E as to ensure all necessary assignment details have been compeletd by your group members. Once you have verified the checklist, submit the signed checklist with your group assignment to the designated Dropbox. It will not count towards the page limit.    

Feedback

Feedback will be provided to the designated Dropbox when your marks are released. The feedback will point out the strengths and weaknesses of your submission, and include suggestions to help you improve your report. The improvements you make based on this feedback will be considered in the grading of the Final Report at the end of the term. 

Optional Peer Evaluation 

This form should be submitted only if there is a person that is not participating at an acceptable level in the group.

Any participant who is deemed by their peers to not have contributed sufficiently will have their mark reduced accordingly. If there is a group member who is not contributing sufficiently, please first get together as a team to discuss the reasons behind the actions of the non-contributor and try to solve the issue as a team based on the guidelines of your group contract. If the team cannot resolve the issue then advise your instructor of the person that is not participating at an acceptable level in your group. The Peer Evaluation Form (doc) should also be completed and handed in by every member of the group that is experiencing problems. Please evaluate both your own contribution and the contribution of each group member. 

This assignment must be submitted to the Optional Peer Evaluation Dropbox by the date specified in the Course Schedule.

Resources

1. For a simple example refer to "Creating an Effective Marketing Plan" in Appendix A at the end of Chapter 2 in your textbook.
2. UW Writing Centre is a teaching and resource centre for all undergraduate and graduate students. The Centre offers writing development through one-on-one consultations, tutorials, and drop-in sessions.

• • Check out the UW Writing Centre online, or
  • Find the UW Writing Centre in the Student Success Office in South Campus Hall on the second floor. 

How To Submit Your Assignments

An individual Dropbox has been designated for each of the deliverables for the Marketing Plan Project (Part A to E). One group member will submit one copy (a single file) of the assignment. 

You may only submit one file per group, but you may submit multiple times until the deadline, but ensure the same group member is submitting the new file. Be aware that if you choose to resubmit, your previous submission will be overwritten. 

Each assignment must be submitted online to its designated Dropbox by the deadline specified in the Course Schedule.

Dropboxes can be accessed from the Course Home page by clicking Submit and then Dropbox on the course navigation bar.

Your assignment must be submitted in Microsoft Word (DOC or DOCX) file type.

Please refer to the Submitting to a LEARN Dropbox page for general guidelines, and how to submit to a dropbox.

Turnitin® 

Plagiarism detection software (Turnitin®) will be used to screen assignments in this course. This is being done to verify that use of all materials and sources in assignments is documented. Students will be given an option if they do not want to have their assignment screened by Turnitin®. The option is to prepare a review of available research data on the subject. Ensure all group members are in agreement on this option. Please let your instructor know by the end of the second week of the term, if your group does not accept the use of Turnitin®. More information about the use of Turnitin® can be found on the University Policies page.

Late Penalties

There are penalties in the case of late submissions. A 5% penalty per day will apply. No assignment will be accepted after 3 days of the due date. This penalty applies to every component of the Marketing Plan Project. 

How the Marketing Plan Project Will Be Graded?