Select any blue-chip company. Research and analyze the company website and all the
resources available online to develop the marketing plan. The deliverables of this project
include:
An essay, 3-5 pages long, 12 point, double spaced. This is to be submitted using
an APA format. Please refer the syllabus for more details.
The marketing plan shall cover (but not limit to) the following items about the
company:
I.
II.
III.
IV.
V.
VI.
VII.
Executive Summary (synopsis and major aspects of the marketing plan)
Situation Analysis (examine the environment)—SWOT analysis
Internal strengths and weaknesses (recognized by customers—both
those who use the service and donors and critical internal concerns)
External opportunities and threats (external threats to marketing
activities and opportunity analysis)
Desired Outcomes/Marketing Objectives (Goals and Objectives)
Marketing Strategies
Target market selection (either a specific target market of donors or
users of the nonprofit’s services)
Marketing mix (product, price, promotion, place)
Action Plans (Tactics)
Implementation, Controls, and Evaluation
Measures of performance
Monitoring and evaluating performance
Financial Projections and Budget
Delineation of costs
Estimates of sales (donations) and revenues.
This project submission shall be solely based on your research and individual efforts. Any
forms of plagiarism will result in an “F” grade. The project will be evaluated based on the
rubric uploaded on the BB. Any late submission is not accepted. This contributes to 20%
towards your total grade.
All written work is to be submitted using an APA format. All submissions should use a
double spaced, 12-point font, Arial with 1-inch margin on all four sides and a separate
cover page identifying the student and the course and section number. A reference style
must be adopted with bibliography. Your bibliography and cites should use APA
(American Psychological Association) style which is commonly adopted for use in the
business discipline. There are many different sources on the web that help explain this
style. I provide one such helpful link below and please visit the library in seeking help if
confused. (https://owl.purdue.edu/writinglab/the_writing_lab_at_purdue.html)
