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                                   Marketing Plan Project Overview

 

Over the course of this term, you will step into the shoes of a marketer and you will go through the steps of developing a marketing plan in three phases. All phases of the marketing plan are based on the case and organization Great Western Brewing.

You will find the information that you need to complete this marketing plan through:

   • Any materials I distribute in class and post to Course Tools

   • In-class discussions

   • The course textbook

   • Your own research (online and other)

 

Table 2.2 in your textbook (page 65) outlines the contents of a marketing plan. The marketing plan you develop in this class will address most, but not all, of the contents listed in Table 2.2 – modifications have been made to ensure the project is feasible for this course.

The marketing plan is divided into three phases. Phases 1 and 2 are completed individually or with a partner, and are worth a total of 15%. Phase 3 is a team assignment worth a total of 15%. I have described each phase in detail below. Please make sure you read through each phase very carefully so that you don’t miss anything.

 

Phase 1 – Analysis of the Marketing Environment (7.5%; suggested length 1000 words, 1400 words max.)

Phase 1 is to be completed individually or with a partner. Do not consult or discuss this assignment with any other person, except your partner (if applicable). In this phase, you will summarize the following and you will clearly explain why they matter to the organization’s marketing efforts:

                     • Strengths and weaknesses of the organization/brand; and

                     • Threats and opportunities facing the organization/brand (including a competitor analysis).

 

You do not need to cover all of the elements of the macro and microenvironments that are listed in the textbook (Chapter 4); you need to decide which are most relevant to this situation. You should also consider the way in which consumer behave (Chapter 6) as you complete this exercise. You will find information on completing this analysis not only from the textbook/in-class discussions and from the case materials, but also from your own research, knowledge, and thinking.

                                                                  General Instructions

 

Please follow these formatting guidelines for all phases: 12 point font, single spaced. You must properly reference all external sources (see http://library.usask.ca/howto/citation.php for guidance).

 

 

All phases will be submitted via Course Tools Assignments as Word documents (no PDFs please). Phases that are not turned in or are turned in late will receive a grade of 0. If there are exceptional circumstances that will prevent you from completing an assignment on time, please contact me ahead of time. Decisions regarding these exceptional circumstances will be made on a case-by-case basis, and are not guaranteed to be in your favour. Please use good judgment and remember that exceptional circumstances must be truly exceptional.

• 1500566004-Great Western Case.pdf

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