Work as a marketing consultant to develop a feasible marketing plan for your client. Conduct both secondary (search secondary sources) and primary research (interview customers or conduct surveys) to glean the necessary information for your marketing plan. When conducting primary research, collect only qualitative data (i.e., personal in-depth interviews with at least three target customers) for this study.
It is important to conduct quality market research on your focal product/company in order to develop realistic and workable marketing plans. Generally speaking, there are two types of research. One is secondary research, which refers to data collection using existing sources, and the other is primary research, which is your own data collection for the specific study at hand. The purpose of market research is to collect usable information to make more informed decisions on the business problem, thus increasing the chance of business success in the marketplace.
Identify a company and a charge for your marketing plan and conduct situation analysis related to your charge.
Be specific and detail-oriented, and do not assume that the reader is familiar with the company and product.
Identify a company and a charge for your research project:
1. Apple needs to increase its market share for iPhone 6.
e. Executive Summary .
II. Table of Contents (as many pages as needed)
III. Product Statement (2 pages maximum)
a. Describe the company/organization
b. Provide brief background of the organization
c. Describe charge you have for this marketing plan
d. Provide a brief overview of what issue you are studying, and how a marketing perspective can help address the issue.
IV. Situation Analysis (3-6 pages)
NOTE: only include sections which are relevant to your charge. The relevance of each section of analysis should be clear to the reader.
a. External Environment Analysis
i. Context Analysis
Industry forces that might impact success of any actions taken
ii. Competitor Analysis
Any organization or message which may prevent any actions taken from being successful
iii. Technological and Economical situation Analysis
iv. Political, legal and cultural Analysis
b. Customer Environment Analysis
i. Customer Analysis
ii. Collaborator Analysis
c. Internal Environment Analysis
i. Company Analysis
V. SWOT Analysis (3-6 pages)
a. Strengths and Weaknesses(Internal)
b. Opportunities and Threats (External)
c. SWOT Table
VI. Primary Research (3-6 pages)
a. Qualitative research
i. Identify that subjects and the research process
ii. Identify the purpose of your research
What issues did you want to study?
iii. Present the key findings
Questions used in this analysis should be included in the appendix.
Complete report of each interview should be included in the appendix.
iv. Present a concise conclusion of what you learned
VII. Issues Analysis (2 pages maximum)
a. Given your complete marketing analysis, what are the key issues which the company/organization must understand in order to address the charge that is being considered?
i. NOTE: This section concisely identifies the most important issues and decisions that the organization is likely to face when trying to promote the product in your charge
Bullet points (or numbered statements) are acceptable.
VIII. Goals and Objectives (2 pages maximum)
a. The goals and objectives should be stated clearly and concisely
i. (Think S.M.A.R.T.).
b. Do not "Discuss" the goals/objectives. Just present them.
i. Each goal/objective should be easily understood given your previous analysis and summary of key issues.
IX. Marketing Strategy Statements (2-6 pages)
a. NOTE: These are LITERALLY STATEMENTS.
i. Do not provide detailed descriptions.
ii. These statements will guide your implementation.
iii. These statements should be logical given your analysis and goals.
b. Target Market Definition
i. NOTE: This is a short, final description of who your action plan will be intended to reach. You may simply be a restating target population previously identified.
Describe the target market in demographic and/or psychographic terms.
Describe the key benefits/behaviors this target market seeks/prefers
Estimate the number of customers in this segment.
c. Strategy Statements
i. Value Statement
1. Why should "customers" adopt your strategic initiative?
2. What does your initiative provide (or what do you suggest it provide) in order to encourage/support behavioral change.
a. Identify "the set of benefits that the strategy offers"
b. NOTE: The value proposition is intangible, it is made tangible through specific offerings/activities.
ii. Proposition Statement
1. What is the key proposition on which the strategy and its activities should be based?
a. Refer to the "4ps" of marketing.
iii. Accessibility Statement
1. What information or support materials must be made easily accessible?
a. Refer to the "4ps" of marketing.
iv. Communication Statement
a. What method of communications should be sought?
i. Print/radio and other traditional media?
ii. Social networking?
X. Marketing Implementation (2-6 pages)
a. Follow the format provided in the module 5 SLP.
b. Remember, you should suggest at least 2 actions to be taken which can help achieve your stated goals and which are consistent with your strategic statements.
c. What is the cost/budget of implementing the suggested actions?
XI. Marketing Budget (1 page)
The solution provides guidance on a complete marketing plan for Apple Inc. along with its SWOT Analysis