Marketting Plan For Organic Vally

A comprehensive marketing plan detailing Organic Valley's strategies for market positioning, branding, and product promotion.

Claire Mitchell
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MARKETTING PLAN FOR ORGANIC VALLY 1
MARKETTING PLAN FOR ORGANIC VALLY
Your final portfolio for the class will be to create a marketing plan for the company of your choice. You will need to
select a company that you have not used for your other assignments in the class. Your plan information should
address all areas covered in this course for a marketing plan. The Company-Business Profiles link found in the
Library under the How to Find section, is a great place to look for company information for this assignment.
Use the marketing plan that is linked below and that is required reading for this module for your final portfolio project
as a broad guide. The marketing plan document is essential to business strategy and is a focal point of this
introductory class. The essential information of a marketing plan is outlined in this document and will serve as the
blueprint for your portfolio project due this week.
Executive Summary This provides a busy executive everything he/she needs to know to
invest (or not) in your proposal. It captures your key proposal and recommendations/decision
factors, andprojected outcomes of the plan’s recommendations) (1/2 page)
Company Overview. (1/2 -1 page)
Situational analysis (includes a SWOTanalysis; identify at least 2 significant factors for each
of the 4 SWOT components. Identify applicable trends that are statistically supported. Competitive
analysis: create a comparative chart and discuss key aspects. (1 -2 pages)
Identify objectives or goals; briefly describe your proposal…describe what’s new and why.
What is the opportunity to be addressed or the problem to be solved? (1/2 1 page)
STDP- Segmentation criteria; Targeting- roughly size your target market; Differentiation-
how is your product/service different from your competition?; Positioning- what do you want your
customer to think of regarding your brand, product, proposed product?)…take an analytical
approach to this section. How will marketing research be used to support the planning,
implementation, and monitoring process? What research methodologies will be used? Create at
least one perceptual map (as applied to differentiation or positioning). ( 2 pages)
Marketing strategy: Explain and support your marketing mix component decisions (4
P’s),using academic concepts and academic reference sources. Add a sub-section on ethical
and/or legal factors, plus CSR (corporate social responsibility) strategy summary. (1 -2
pages)
Financial projections. Present a summary spreadsheet. For example: years 1,2, and 3 units
sold, sales volumes. Estimate marketing expenses for promotions/advertising. What is the projected
timeline of the product life cycle’s introduction and also growth stage? ( 1 page)
Implementation plan: specific series of tactics and steps that will be taken (primarily
focused on distribution, marketing communications, promotion, PR, etc.) . Create a chart depicting
your advertising/promotion plan with actions, time frame, media choice, etc. Include
a MarketingTechnology sub-section: How will marketing technology be used throughout the
marketing process: marketing research, communications, promotions, monitoring, etc. (2 pages)
Evaluation and control metrics: How will you monitor progress of outcomes in your plan?
How will you define and measure success? Connect these to your objectives and goals. (1/2- 1
page)
Conclusion (1 paragraph)
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