Throughout the four phases of this marketing plan project, you have created the important, detailed marketing plan sections necessary to enable your selected company to prepare the business to launch innovative new products that are designed to increase sales to current customers and to reach potential, new customers within their target market segments.
This Unit VII Project represents the final assignment in a series of project assignments, which will complete the marketing plan for the company you selected in Unit III.
Rather than combining your previously completed sections (submitted in Units III–VI) into one document, in this final project, you are to summarize and condense each section that was previously submitted. The summarized sections should contain two to three paragraphs in your final marketing plan.
In addition, now that all the marketing plan sections have been completed, you can now create the plan’s executive summary. The executive summary is the most important part of the plan because it encapsulates all of the important strategy summary information and analysis shown in more detail throughout the other marketing plan sections in two to three paragraphs. Remember, the executive summary should only include information summarized and taken from the other marketing plan sections. It should be thorough but succinct.
As a review, the marketing plan consists of the following sections listed below.
- Executive Summary
- Situation Analysis
- Market Summary
- SWOT Analysis (i.e., analysis of strengths, weaknesses, opportunities, and threats)
- Product Offerings
- Marketing Strategy
- Target Markets
- Marketing Mix
- Marketing Research
- Marketing Organization
Remember, the final marketing plan project should not contain information that was simply copied and pasted from previously completed assignments. Your Unit VII Final Project should contain a condensed summary of each of the sections previously submitted to form the concise final project. You should also include an introduction to your final marketing project. This assignment should be at least three pages in length and consist of the executive summary and the section summaries.
You should include the sources that you used in Units III–VI to support your sections for the marketing plan. Your sources should be from the CSU Online Library, but you may also include outside sources as well. All sources used, including the textbook, must be referenced and follow APA formatting, and quoted or paraphrased material must have accompanying in-text citations.