The purpose of this project is to give you practice in thinking strategically about marketing and creating a marketing plan.
marketing
Description
Purpose
The purpose of this project is to give you practice in thinking strategically about marketing and creating a marketing plan. The purpose is also to help you gain experience incorporating the results of SWOT and STP analyses and applying the principles of the marketing mix’s four Ps (product, price, place, and promotion), using an example of a real organization. You will also employ skills in the functions of the two Ps of the retailing world (presentation and personnel)
Process
Before starting your marketing plan, review the section “The Marketing
Plan” in your textbook. Study the five steps in the process and take note
of the provided examples. You’ll get great insight into what’s included in
a marketing plan, and you’ll study an example of one that features
callouts highlighting important, must-know information.
Once you’ve done your research, select one of the following businesses
and product lines on which to base your marketing plan:
1. Apple Inc., focusing on the iPhone series
2. Nike Inc., focusing on men’s shoes and sneakers
3. Starbucks Corporation, focusing on coffee products (no food)
Research
Once you’ve chosen the business for which you want to build a
marketing plan, you’ll need to research the company to complete the
© 2020 Penn Foster Marketing (v2) : Lesson 8 : Page 2
Inc.
different parts of the marketing plan. You should start by looking at the
company’s website to note the products it offers and their prices, current
advertising and public relations efforts, mission statements, and any
other useful information.
