You are be required to write a comprehensive marketing plan for a small business enterprise. Please review Module 3 for more information. The purpose of this project is to demonstrate the depth of your understanding of this course

Marketing Plan: 

You are be required to write a comprehensive marketing plan for a small business enterprise. Please review Module 3 for more information.  The purpose of this project is to demonstrate the depth of your understanding of this course.

The Marketing Plan should be based on the following structure: 

  1. Executive Summary

Vision statement

Value proposition

Positioning statement

  1. Marketing Situation 

              Industry analysis (description of your industry)

             Identify your customers – ideal clients. 

  • What is their demographic profile?
  • What are their values, interest, choices?
  • How do they like to do business (online, face to face, etc.)? 
  • Where are they located?
  • Why would this person buy your product or service?

             Competitive analysis (your competition): 

  • Where are they located?
  • How long have they been in business?
  • What are their target markets?
  • What are the unique selling points?
  • What are the strengths and weaknesses? 
  1. Analyze your business

             SWOT 

             Define your difference: USP – what is your unique selling point?

             What is your elevator pitch?

  1. What is your customer journey?

              AIDA:

              Attention

              Interest

              Desire

              Action

              Loyalty 

  1. Action plan;

              Marketing budget

              Marketing team

              Pricing strategy

              Public Relations strategy

              Social media strategy

              Advertising strategy

              After-sale strategy

              Monitoring and measuring strategy

  1. Marketing budget/financials 

Sales, expenses, and profit