Assignment 2: Marketing Plan
Due Week 6 and worth 100 points
This assignment consists of two (2) sections: a marketing plan and sales strategy and a marketing budget.Note:You must submit both sections as separate files for the completion of this assignment.
For the first six (6) months your company is in businessto give you time to perfect your product and to learn from actual customersyou will start marketing and selling in your own community a radius of twenty-five (25) miles from where you live.
For most non-alcoholic beverages marketing (as opposed to the actual product itself) is key to success. Cola drinks for example are fairly undifferentiated as are many energy drinks juices bottled water and the like. Companies producing these types of beverages differentiate themselves and attract market share through marketing and brand awarenessboth of which are critical to success.
Section 1: Marketing Plan & Sales Strategy (MS Word or equivalent)
Write the three to five (3-5) page Marketing Plan & Sales Strategy section of your business plan in which you:
Section 2: Marketing Budget (MS Excel worksheets template)
Section 2 uses the Business Plan Financials MS Excel template (see: Course Required Files in Week 1). Use the Business Plan Financials Guide (see: Course Required Files in Week 1) to support your development of the Marketing Budget.
The specific course learning outcomes associated with this assignment are:
Points: 100
Assignment 2: Marketing Plan
Criteria
Unacceptable
Below 70% F
Fair
70-79% C
Proficient
80-89% B
Exemplary
90-100% A
1a. Analyze the types of consumers who will be drinking your beverage in demographic terms (i.e. age education level income gender ethnic group etc.). Support your analysis with actual data on the size of the demographic groups in your local community (nearby zip codes).
Weight: 5%
Did not submit or incompletelyanalyzed the types of consumers who will be drinking your beverage in demographic terms (i.e. age education level income gender ethnic group etc.). Did not submit or incompletely supported your analysis with actual data on the size of the demographic groups in your local community (nearby zip codes).
Partially analyzed the types of consumers who will be drinking your beverage in demographic terms (i.e. age education level income gender ethnic group etc.). Partially supported your analysis with actual data on the size of the demographic groups in your local community (nearby zip codes).
Satisfactorily analyzed the types of consumers who will be drinking your beverage in demographic terms (i.e. age education level income gender ethnic group etc.). Satisfactorily supported your analysis with actual data on the size of the demographic groups in your local community (nearby zip codes).
Thoroughly analyzed the types of consumers who will be drinking your beverage in demographic terms (i.e. age education level income gender ethnic group etc.). Thoroughly supported your analysis with actual data on the size of the demographic groups in your local community (nearby zip codes).
1b. Outline the demographic information for your company specified on the worksheet in the course text (p. 107 | Demographic Description).Weight: 5%
Did not submit or incompletelyoutlined the demographic information for your company specified on the worksheet in the course text (p. 107 | Demographic Description).
Partially outlined the demographic information for your company specified on the worksheet in the course text (p. 107 | Demographic Description).
Satisfactorily outlined the demographic information for your company specified on the worksheet in the course text (p. 107 | Demographic Description).
Thoroughly outlined the demographic information for your company specified on the worksheet in the course text (p. 107 | Demographic Description).
2a. Use the factors listed in the course text graphic (p. 123 | Assess the Competition) to assess your companys market competition.
Weight: 5%
Did not submit or incompletelyused the factors listed in the course text graphic (p. 123 | Assess the Competition) to assess your companys market competition.
Partially used the factors listed in the course text graphic (p. 123 | Assess the Competition) to assess your companys market competition.
Satisfactorily used the factors listed in the course text graphic (p. 123 | Assess the Competition) to assess your companys market competition.
Thoroughly used the factors listed in the course text graphic (p. 123 | Assess the Competition) to assess your companys market competition.
2b. Defend your strategy to successfully compete against market leaders in your segment.
Weight: 5%
Did not submit or incompletely defended your strategy to successfully compete against market leaders in your segment.
Partially defended your strategy to successfully compete against market leaders in your segment.
Satisfactorily defended your strategy to successfully compete against market leaders in your segment.
Thoroughly defended your strategy to successfully compete against market leaders in your segment.
2c. Defend your plan to differentiate yourself from the competition using the information detailed on the worksheet in the text (p. 131 | Market Share Distribution).
Weight: 5%
Did not submit or incompletelydefended your plan to differentiate yourself from the competition using the information detailed on the worksheet in the text (p. 131 | Market Share Distribution).
Partially defended your plan to differentiate yourself from the competition using the information detailed on the worksheet in the text (p. 131 | Market Share Distribution).
Satisfactorily defended your plan to differentiate yourself from the competition using the information detailed on the worksheet in the text (p. 131 | Market Share Distribution).
Thoroughly defended your plan to differentiate yourself from the competition using the information detailed on the worksheet in the text (p. 131 | Market Share Distribution).
3. Clarify your companys message using the information provided on the worksheet in the text (p. 160 | The Five Fs).
Weight: 20%
Did not submit or incompletelyclarified your companys message using the information provided on the worksheet in the text (p. 160 | The Five Fs).
Partially clarified your companys message using the information provided on the worksheet in the text (p. 160 | The Five Fs).
Satisfactorily clarified your companys message using the information provided on the worksheet in the text (p. 160 | The Five Fs).
Thoroughly clarified your companys message using the information provided on the worksheet in the text (p. 160 | The Five Fs).
4. Identify the marketing vehicles you plan to use to build your companys brand. Justify the key reasons why they will be effective. Provide examples of other non-alcoholic beverage companies that use these tactics effectively.
Weight: 20%
Did not submit or incompletelyidentified the marketing vehicles you plan to use to build your companys brand. Did not submit or incompletely justified the key reasons why they will be effective. Did not submit or incompletely provided examples of other non-alcoholic beverage companies that use these tactics effectively.
Partially identified the marketing vehicles you plan to use to build your companys brand. Partially justified the key reasons why they will be effective. Partially provided examples of other non-alcoholic beverage companies that use these tactics effectively.
Satisfactorily identified the marketing vehicles you plan to use to build your companys brand. Satisfactorily justified the key reasons why they will be effective. Satisfactorily provided examples of other non-alcoholic beverage companies that use these tactics effectively.
Thoroughly identified the marketing vehicles you plan to use to build your companys brand. Thoroughly justified the key reasons why they will be effective. Thoroughly provided examples of other non-alcoholic beverage companies that use these tactics effectively.
5. Clarity writing mechanics and formatting requirements
Weight: 15%
More than 6 errors present
5-6 errors present
3-4 errors present
0-2 errors present
6. Complete the Marketing Budget worksheet for your company.
Weight: 20%
Did not submit or incompletelycompleted the Marketing Budget worksheet for your company.
Partially completed the Marketing Budget worksheet for your company.
Satisfactorily completed the Marketing Budget worksheet for your company.
Thoroughly completed the Marketing Budget worksheet for your company.