The Group Marketing Plan

For this assignment Students will work in groups to develop a comprehensive Marketing Plan for Cuddles Are Us, a pet sitting service. Students will use the groups that they have already been assigned to for the Group Case Analysis/Critique assignment.

The details of the Marketing Plan are found in Unit 11

This is also where you post your completed plan

Your assignment is to develop a marketing plan (the outline is there you just need to click on it) for a pet sitting service. It can be any type of service from a small local one to a much larger one.

My advice is to keep it small something local.

It can be any type of pet service you can imagine

Once you decide what you want to do and where you want to do it then you need to complete the plan outline. For the SWOTT just use the table no further details are needed.

I am more concerned with the process and the logic of the process than the numbers but you do need to do your research and develop the financials of the business.

Please get back to me if you have any concerns

ADDITIONAL INFO:

Instructions

Students will work in groups to develop a comprehensive Marketing Plan for a business start-up assigned by the instructor during Unit 1 of the course. Students will use the groups that they have already been assigned to for the Group Case Analysis/Critique assignment.

The Group Marketing Plan assignment will require research into this type of business in order to identify potential market segments and their characteristics, select appropriate target markets, design a marketing mix that will optimize the profitability of the business, set targets and evaluation metrics, and develop a full implementation plan. Students should use resources from the optional reading list to guide them in the development and preparation of the Plan.

This plan will be presented to the Executive Committee of the company. Click on the following link to see the Marketing Plan Outline for the correct format that is used when creating a Marketing plan.

The written submission should be substantive, both in length (maximum 30 pages, double-spaced, 12 pt font) and content, directly and thoughtfully addressing the question or issue.

The report should be professional. The Product (the content, the presentation, etc.), Place (the manner in which it is presented to the professor), Price (the amount of effort required to read and consider the points – this is a place where clarity, conciseness and attention to grammar, and spelling and punctuation counts), and Promotion (how well your ideas are supported and whether to “sell” your position) work together as the professor evaluates your work.

Evaluation

The Group Marketing Plan will be marked in its entirety out of 100. The following rubric indicates the criteria students are to adhere to, and their relative weights to the assignment overall.

Points

Requirements

90-100

The Plan is based on a combination of primary and secondary research. Includes all components of a marketing Plan and is presented in a professional manner. All elements of the Marketing Mix support the characteristics of the target segment and the desired positioning of the company.

70-89

The Plan is based on secondary research. Includes all components of a Marketing Plan and is presented in a professional manner. All elements of the Marketing Mix support the characteristics of the target segment and the desired positioning of the company.

40-69

The Plan includes all components of a Marketing Plan and is presented in a professional manner. All elements of the Marketing Mix support the characteristics of the target segment and the desired positioning of the company but are not supported by any external research or materials outside of course materials.

30-39

The Plan includes most components of a Marketing Plan and is presented in a professional manner. Most components of the Marketing Mix that are included support the characteristics of the target segment and the desired positioning of the company but are not supported by any external research outside of course materials.

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