Posted: December 28th, 2021

TCA 380 – MARKETING PROJECT GUIDELINE MARKETING PLAN

TCA 380 – MARKETING PROJECT GUIDELINE
MARKETING PLAN

DEVELOPING A MARKETING PLAN
(WITH A FOUCS ON A SPECIFIC MARKET SEGMENT FOR 12 MONTHS)

Executive Summary (10 points)
The executive summary serves as a synopsis of the overall marketing plan. It should cover the following. I suggest you complete this section last after you are finished with the entire marketing plan.
 Main objectives
 Key strategies

Background (10 points)
This section should introduce information about the hospitality business of your choice. Specific facts include but are not limited to the following:
 Brief intro about the company: size/volume of business/headquarters/position in the industry/future goals or mission statement

Environmental Analysis (25 points)
This is also known as environmental scanning or situational analysis. The external forces are those factors that are beyond the control of company, whereas the internal ones are manageable to the company. The SWOT (strengths, weaknesses, opportunities, and threats) analysis concludes this section.
 External
o Competitive: provide evidence or justification of who the major competitors are
o Economic: general economic condition; purchasing power of target market
o Political/legal: industry controls/government regulation at various levels
o Technological: impact of technology on marketing activities pertaining to the identified target market
o Social/cultural: change of demographics and value systems; consumption trends; ethical issues
o Natural: conservation of resources; sustainability
 Internal
o Target markets: be specific (geographic/demographic/psychographic/behavioral)
o Market positioning: both tangible and intangible; positioning statement; positioning slogan
o Overall strategy of customer relationship management (CRM) and specific practices highlighted
 Strengths and Weaknesses
o List specifically what they are
 Opportunities and Threats
o List specifically what they are

Marketing Objectives (15 points)
This section discusses a selection of objectives or desired outcomes that you would like to achieve. These marketing objectives should be measurable as a dollar amount, a percentage, number of customers served, etc. You should come up with a timeframe within which the identified objectives will be achieved.

Marketing Strategies (30 points)
The main idea of this section is dealing with target market(s) and typical marketing mix activities. What you propose to do should be in line with which consumer group(s) you go after. Remember, you are not the only one targeting these consumers so always keep your competition in mind. Your proposed marketing mix activities should differentiate from your competition. Also, these activities should be action plans. Therefore, you shall plan specific activities that have a timeline, list people in charge, and resources needed. The following are major components that should be included in this section.

 Identification of target market: Be specific
 Product strategy (action plan)
o Major products
o Product development/Branding strategies: How do they develop and grow their products?

 Pricing strategy (action plan)
o Cost-leader; psychological pricing; discounts if any

 Promotion strategy (action plan)
o Promotional mix: specific ways to promote your product

 Distribution strategy (action plan)
o Delivering the product to your target market.

Organization and communication (10 points)
The project should be 10 pages in length (typed and double spaced). References and indices are not counted toward the page limit. It should be well-organized with subtitles and no spelling or grammatical errors. The paper should have a cover page that lists the title, your name, and date of submission. Use Times New Roman 12 font size and make 1” margin on all sides. Follow the APA format for references.

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