Length: Up to 15 pages, double-spaced (Times New Roman, 12-point font with standard 1” margins). May require additional pages.
- Addresses Learning Outcomes: 3 & 5.
- In this paper, you will use what you have learned from your MKTU 605, ACCU 602 and BUSU 620 classes.
- It is essential you cite your textbooks from these and other core classes in the MBA. Do not cut and paste content from previous courses.
- If you bring in graphs and charts from other sources or if you create illustrations, these must be cited using APA standards.
- Be sure to fully explain your illustrations. You do not want your reader to interpret the illustrations, you must control the message. Provide an in-depth explanation of your illustrations.
IMPORTANT NOTE: These plans are interwoven with the Operations plan.
Product & Service
This section defines your product/service, and includes:
- The problem/need/impact of product/service for the customer
- Description of product variances, if any.
- A complete description of the product/service (details)
- Position in the PLC
- Position in the ILC
- Describe cradle to cradle impacts for design production through recycle
- Your vision for branding.
Management Plan.
This section addresses all tasks that are performed in the routine functioning of the business.
The management plan is directly related to the mission and vision of the company. Discuss, in detail, the following elements of the management plan:
- Board of Directors & rationale for members
- Management and ownership
- Management staff structure with an organizational chart
- Key managers
- Talent management plan
- Planned additions to the current management team
- Compensation & reward plans (based upon Indeed.com data)
- Training & motivation plan (financial & otherwise)
- Insurance plans & costs
- Government rules & regulations that might apply
- An overall management plan that outlines how work will flow, be distributed, assigned, and evaluated
Marketing Plan
This section discusses to all the ways the customer is defined, researched, developed, and maintained, including the 5 P’s. Discuss, in detail, the following elements of the marketing plan:
- The competitive advantage created by this business
- The major characteristics of the target market (demographics/psychographics/ geographics)
- Branding
- The marketing plan
- Competitive analysis
- Total sales to this market in geographic area
- Total sales expected in five years, in ten years
- The percentage of demand this business expects to capture
- Detailed discussion of the 5Ps
- The FMOT and SMOT for the customer
- The communication plan (internal and external)
- Overall marketing strategy
- Strengths & weaknesses in ability to satisfy target market needs
- Channels of distribution (connects directly to the Operations Plan)
- Customer relationship management plan
- Competitive dynamics