ROBERT KENNEDY COLLEGE MARKETING MANAGEMENT FINAL:
ENTREPRENEURIAL VENTURE
Write a marketing plan for a new company or product that you would like to launch. This must be an original company or product and the plan must start on a future date. To ensure that all of your calculations and strategies are original, the company cannot be the company you currently work for. In addition, please do not reproduce the business plan you might have created in an entrepreneurship class. A marketing plan is very different from a business plan, and we expect original work here. We understand that there will be some overlap -- such as the product description -- but the majority of your paper must be original.
I. Executive Summary (25 points). This should BRIEFLY summarize your business, opportunity and marketing strategy in ONE page. In addition, state your marketing budget and your quantitative and qualitative objectives. For example, what is your sales goal for the first year? What position do you hope to achieve in the consumer's mind? What market share do you hope to steal from the competition?
II. Situation Analysis (25 points). Describe key points about your business and the market:
• Customer Analysis: Using the Personas Framework, write a detailed description of 3 target customer segments, and why you selected them. What are the most effective and efficient ways of marketing to each of these segments? Do they pose any unusual marketing challenges? In addition, provide quantitative details, such as demographics, financial information and total population (or % of your target market). Which of the segments is potentially the most valuable? Important note: your target can include both people and other companies and orga ...