Description
Describe the new business. Are you product or service oriented? What is the name of your company? Where are you located? Describe the scope of your business activities and the industry you intend to operate within.
1 page
10
Mission and Vision Statements
Develop mission and vision statements for your firm.
1 page
10
Potential Market Segments
List all potential market segments of interest to your firm. Describe them fully using appropriate descriptive techniques including geographics, demographics and psychographics. Give a rating to each segment for how accessible they are; how substantial they are; and how responsive they might be to your marketing activity. Give reasons for your responses.
2 pages
10
Environment
Detail the macro and micro environments having the most effect on your firms marketing activities. What important trends are occurring in the marketplace? Fully describe the nature of the competitive landscape.
2 pages
10
Target Market
Select your target market(s). Why did you choose to serve these markets? Explain your reasoning fully.
1 page
10
Product and Services
Create your product and services offering for this market. What specific needs will you be fulfilling. Describe in detail the features and associates benefits of your product(s). Tell me why you feel you will be successful.
2 pages
10
Pricing
Set your pricing. What goals are you attempting to accomplish with your pricing strategy. Will you be making future pricing adjustments? Detail your thoughts. (1 page)
1 page
10
Branding
Create a brand image for your offering. Use the elements of value; values; personality; features and benefits as the basis for creating your proposed brand image. Describe your positioning strategy in light of the competitors in your space. Prepare a positioning map as part of the plan.
2 pages
10
Distribution Strategies
Next, provide your thoughts on distribution strategies. Will you work through intermediaries and if so describe the delivery process in detail. If you will sell direct, describe that process in detail. How will your strategy impact your ability to control your overall marketing effort (discuss). Describe an alternative strategy if your primary strategy should fail.
2 pages
10
Communication Plan
The last element required for this plan is a communication plan. Using all the available tools under the Integrated Marketing Communications discussion, develop a plan to gain the attention, interest, desire and action of your target.
2 pages
10
Total
