“Marketing Plan”

* Your imaginary start-up business MUST be a retail computer & electronics store selling items to the general public (the items can include … but not be limited to … the gaming computer you mention).

* Make sure all drafts of your plan follow assignment instruction guidelines, and that each of the assignment’s content & format requirements are fully met;

* Make sure all drafts of your plan contain only the required content & sections;

*When creating your plan’s 3rd draft (during week #6 of the course) please include a 1-year simple spreadsheet of your marketing expense budget that totals at least $500,000 … AND accompany it with a color pie chart showing those expense categories and their percentages.

: – )

Introduction & Overview

This Marketing Plan assignment gives you the opportunity to practice developing an integrated business and marketing strategy for a product or service of your choice. This activity will make the course “come alive” through the application of the principles from the textbook, course materials, and threaded discussions. Assignments such as this also help you develop business-oriented communication skills.

The development of the marketing plan is an integral part of the course, and will require several weeks of research, critical analysis, critical thinking, and writing. Past students tell us the only way to do well on this project is to begin early and work on it consistently throughout the entire course, and focus on “format” as well as “content”.

Your plan MUST be pre-approved before you begin your planning activities. Therefore, it is due no later than “Wednesday” at 11:59pm of week #1 … and it must be submitted to the week #1 drop box. However, it is recommended that you submit your topic as early in the week as possible. If approved early, you’ll have more time to conduct initial planning steps. 

Here are important guidelines to keep in mind while contemplating your marketing plan focus: 

• With such a brief amount of time to complete your marketing plan, don’t allow yourself to take-on an overwhelming and overly time-consuming planning project. So keep it small, but select a project that allows you to conduct complete and comprehensive marketing planning effort. 

• Remember, that this is a ‘Marketing Plan’ and not a Business Plan. Thus, your focus should not be on the company’s operational or administrative efforts. This is a plan that focuses solely on how you are going to market your product or service to your customers.

Marketing Plan Guidelines:

HERE ARE YOUR PLAN’S 7 REQUIRED ‘PROPOSAL’ GUIDELINES:

1. Think in terms of a “START-UP” business venture (not an existing business); propose a business which requires an ‘original’ marketing effort, one in which you have an interest. 

2. Keep your target market SMALL. This means focusing on a total geographical marketing area of no more than approximately 7 million people, and no less than about 1 million people. That’s about the size of a major city & its surrounding populations. It’s also OK to secondarily include an internet marketing effort (with a global reach). 

3. It must be a “FOR PROFIT” marketing endeavor. It cannot be a no-profit enterprise; it cannot be a charitable enterprise; it cannot receive ‘grants’ or income from third parties. This means it must rely solely on its own marketing income for survival. 

4. It must market “primarily” to a “CONSUMER AUDIENCE” (end-user customers who actually use your service or product … NOT middlemen or retailers who resell it or use it for business purposes). Also, you cannot market to a business-to-business enterprise; you cannot market to an “in-house” market; and you cannot market to a small “nitch” audience. 

5. Your Proposal must be submitted no later than “Wednesday” of week #1 (no later than 11:59pm). 

6. You must submit your proposal on the “Marketing Plan Proposal Form” located in doc sharing (document #12).

7. Your plan MUST be pre-approved before you begin your planning effort.

Please read and review our Marketing Plan Guides in Doc Sharing prior to beginning your marketing plan. They are documents #9 through #17.

Here is an outline of the entire plan:

Marketing Plan Outline

1.0 Executive Summary

2.0 Situation Analysis Overview

2.1 Market Summary

2.2 SWOT Analysis

2.3 Competition

2.4 Product (Service) Offering

2.5 Keys to Success

2.6 Critical Issues

3.0 Marketing Strategy Overview

3.1 Mission

3.2 Marketing Objectives

3.3 Financial Objectives

3.4 Target Markets

3.5 Positioning

3.6 Pricing Strategies

3.7 Marketing Attack Strategies

3.8 Marketing Research

4.0 Controls Overview

4.1 Implementation

4.2 Marketing Organization

4.3 Contingency Planning

5.0 Conclusion

 References

REQUIRED ‘FORMAT’ GUIDELINES:

Every draft of your Marketing Plan is to be formatted per APA guidelines and must include:

 Correct content – In each draft of your plan, Submit only the content asked for in the specific assignment.

 Title Page – Include marketing plan title & draft number, company name, student name, & submission date)

 Page header & running head, and page numbers on every page;

 Table of contents (with page numbers);

 Double-spaced text using Times New Roman 12-point type;

 Numbered Headings using Times New Roman 16-point, All Caps, Bold Face, flush left;

 Sub-Headings using Times New Roman 12-point, Upper & Lower Case, Bold Face, flush left;

 Graphics & charts – must be easily readable and imbedded into the document at the appropriate locations. They cannot be attached as separate documents.

 Reference Page (presented in APA style & updated with each draft).

Your Final Marketing Plan should be about 18-20 pages in length. You may be penalized for submitting less than 18 pages. You will not be penalized for submitting more than 20 pages.

Page counts do not include the title page, table of contents, or reference page.

Milestones and Grading Rubric:

Although each marketing plan draft must contain ONLY specifically requested content, it is recommended that you have one working draft of the Marketing Plan and add to it throughout the course. Remember to read the grade feedback and go back and revise your marketing plan prior to submitting your final draft.

Category

Points

Description

Marketing Plan Topic 

(Week 1)

20

Submit your marketing plan topic by Wednesday evening using the Marketing Plan Topic Form found in Doc Sharing.

MP First Draft

(Week 2)

70

Your first draft must include your Title page, your draft’s Table of Contents, section 2.0 Situation Analysis plus sections 2.1 through 2.6, and your reference page.

MP Second Draft

(Week 4)

70

For your second draft, include your Title page, your draft’s Table of Contents, section 3.0 Marketing Strategy plus sections 3.1 through 3.4, and your up-dated reference page.

MP Third Draft 

(Week 6)

70

In your third draft, you need to include your Title page, your draft’s Table of Contents, up-dated section 3.0 Marketing Strategy plus sections 3.5 through 3.8, and your up-dated reference page.

Final Marketing Plan 

(Week 7)

120

Your final marketing plan must include the final version of all sections, including your Title Page, your complete Table of Contents, section 1.0 Executive Summary, sections 4.0 through 4.3, section 5.0 Conclusion, and your complete up-dated Reference Page.

The 120 points are distributed as follows:

Up to 75-points for Overall Content. This includes all required sections, and it demonstrates clarity of thinking; understanding; the application of basic marketing principles; and a creative, but realistic, use of marketing tools.

Up to 10-points for Overall Documentation & Formatting. The Marketing Plan follows APA guidelines and assignment format instructions. You are required to have a minimum of eight research references.

Up to 20-points for Overall Organization & Cohesiveness. The Marketing Plan is well organized using headings, subheadings, and paragraph structure.

This is the propose paper it should be done based in this topic plus the one above of this

MARKETING PLAN TOPIC FORM

2.Product or Service Idea:

•One brief paragraph (a sentence or two) describing the imaginary start-up business which will offer your proposed product or service: Gaming for Dely’s computer tech have been known in the market for computers industry in today market in the area of West New York, it has been one of the leaders in the high end technologically for years and it leads the computers industry for many years in West New York. Still on today demand Dely’s computer tech has a considerable share of admirable profitability in the computers business, but gaming sales can increase profit.

•One brief paragraph clearly describing your proposed product or service:  This product would come out with a new idea in gaming computer with a highly prevailing based on the latest technology of Dely’s tech, and specially designed to offer optimal gaming experiences to the customers. Entering in the marketplace of gaming would earn and grow the company economic revamping their image and climbing the respectability ladder in the market.

3.Who and where is your target audience? 

Briefly identify –

•Target audience location (the city & state):

West New York, NY

•Approximate size of your target audience (number of potential customers):

49,708

•Target audience description (gender, ages, uniqueness’s, etc.):

Two audiences target from 14 to 40 and 6 to 12. Gaming system has been on top of sale demand for decades since; the first game came out back in the 80’s. The Company should Target teen and adult from 15 to 40 years old because they have been known to be hardcore gaming, while 6 to 12 is a younger audience rater G.

4.Who are your ‘Competitors’? 

 Game Stop and Blockbuster

Briefly describe similar products or services that could be considered as ‘competitors’: 

Dely’s computer tech name is one of the elite brands in the world by creating a new market in the gaming will create a better value with a good profit for the company. Moreover, the new department can focus in research and intelligence put into the design, beside can help to improve with new techs in the industry.

There are many company that are likely to be the same in competitors such as Game stop, Blockbuster, and Gamefly with videogames trying to break the industry with latest high end game system and video in the market. However, Dely’s computer tech industry already has a strong brand in the market of computer in the area but, creating an exceptionally strong product in the Gaming would position itself for sustainable growth in this area.