MKTG 3343

Fall 2013

Principles of Marketing

Dr. Shuoyang Zhang

Guidelines for the Marketing Plan Proposal

The second field trip is designed to give you the opportunity to apply the
concepts you are learning in Principles of Marketing and propose a marketing
plan for a local business.
Students will select a local company of his or her own interest, visit the
company by Monday 11/25, and analyze the marketing strategy planning
process, and submit a one-page single-spaced report via BlackBoard by
Monday 12/2.
Assuming that you have conducted a situation analysis (4Cs and SWOT),
which is not required in the written report, propose a marketing plan for this
business. Your written report should include the following sections:

Marketing Strategy: Two interrelated parts are needed:

o A target market-- a fairly homogeneous (similar) group of
customers to whom a company wishes to appeal. Target
marketing means a marketing mix is tailored to fit some specific
target customers.
o A marketing mix-- the controllable variables the company puts
together to satisfy this target group, in other words, the "Four
Ps:"
Product
Place
Promotion
Price
Implementation and control: This section should outline the specific
recommendation being made for the organization for each relevant
Marketing Strategy element.

MKTG 3343

Principles of Marketing

Fall 2013

Dr. Shuoyang Zhang