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The Marketplace Business Simulation The Marketing Plan MAR 4803 Dr. Axel Stock University of Central Florida Overview Group assignment worth 15 % of your grade Due by 6 pm on Thursday, March 23 Please note the date change! Period 5 decisions and peer evaluation due at the same time

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the marketplace business simulation the marketing plan

The Marketplace Business SimulationThe Marketing Plan

MAR 4803

Dr. Axel Stock

University of Central Florida

overview
Overview
  • Group assignment worth 15 % of your grade
  • Due by 6 pm on Thursday, March 23
    • Please note the date change!
    • Period 5 decisions and peer evaluation due at the same time
  • E-mail Word document to [email protected]
  • A sample Marketing Plan can be found

on the Website (Assigned Readings, Wed, Jan 11)

overview3
Overview
  • A separate decision memo for period 5 does not have to be submitted
  • Every student needs to e-mail a peer evaluation form to [email protected]
    • form can be found on Website
    • Evaluation should reflect team members’ contribution to the team project including the Marketing Plan
    • Please indicate
      • Section No.
      • Game No.
      • Team No.

(check WebCT if in doubt)

format
Format
  • Font size: 12 pt.
  • Font style: Times New Roman
  • Line Spacing: 1.5
  • Margins: 1 inch each
expectations
Expectations
  • Marketing plan describes the situation in quarter 5 and is forward looking to period 8
  • The plan should be well written and links between different parts should be established (cite when appropriate)
  • Back up your analysis with quantitative information
  • Illustrate your analysis with graphs and diagrams if possible
    • Create appendix and cite it in the main body
marketing plan structure
Marketing Plan - Structure
  • Executive Summary
  • Situation Analysis
  • SWOT Analysis
  • Marketing Goals and Objectives
  • Marketing Strategies
  • Marketing Implementation*
  • Evaluation and Control*

* Not required in paper

executive summary
Executive Summary
  • The executive summary is a summary of your Marketing Plan (thus it should be the last element written)
  • Provides an overview so the reader can quickly identify key issues or concerns related to the company and its Marketing Strategy
  • Only 1-2 pages long
situation analysis
Situation analysis
  • Summarizes analyzes all pertinent information concerning YOUR business, the 5 C’s
    • Customers
    • Company
    • Competitors
    • Context
    • Collaborators
  • See class notes
swot analysis
SWOT Analysis
  • Describe strengths, weaknesses, opportunities and threats
  • Discuss briefly how you plan to turnweaknesses into strengths and threats into opportunities (if applicable)
marketing goals and objectives
Marketing Goals and Objectives
  • Outline your main goals and objectives for quarters 6-8
  • Goals need to be
    • Measurable (!)
    • Time bound
    • Specific
    • Actionable
marketing strategy
Marketing Strategy
  • Discuss your Marketing Mix (changes) that you anticipate to make during quarters 5-8
  • Cover all the 4 Ps
    • Consider and describe Pros and Cons of alternative strategies
    • Consider and discuss competitive responses
suggested group strategy for this project 1
Suggested group strategy for this project (1)
  • Develop Situation analysis
    • All relevant information (period 4 results) is available at 6 pm on Friday, March 3
    • Each team member develops one section individually
  • Each team member analyzes the results from period 4 and develops suggestions for changes (for her core competency)
  • First team meeting
suggested group strategy for this project 2
Suggested group strategy for this project (2)
    • During team meeting the team finalizes decisions for period 5
    • SWOT analysis is conducted
    • Goals and Objectives are finalized
    • During team meeting the team outlines and discusses future strategies (period 6 - 8)
  • Each team member develops one section of Marketing strategy for the Marketing Plan based on the discussion during the team meeting
    • Targeting, Product, Price, Promotion, Distribution
  • Second group meeting
    • Executive summary is written and document put together.
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