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This is an individual project where you will develop a comprehensive marketing plan for an actual product or service of an existing Fortune 500 US public corporation. In this marketing plan, every student should include: a company profile including a brief five-year financial overview and its current marketing situation.
Remember, it’s two-page, single-spaced, business block format proposal !!
No Executive Summary and References needed in Stage One !!
You could attach your tables/forms/charts as appendixes !!(not account in 2 pages)
Fortune 500 US Company, trades in US stock market, and actual products or tangible services http://money.cnn.com/magazines/fortune/fortune500/index.html
Five-year Financial Overview
Remember: 1st. At least 5 years financial statement. 2nd. Should include 5 main financial factors: Revenue, Profit, Profit Margin, Growth Rate, and Stock Price. Usually no more than 10 factors. 3rd. Briefly introduce and analyze your financial statement.
Helpful sources for this assignment: Datamonitor, Hoovers, Mergent company report, Yahoo finance, etc. Get access to these databases through Library interface. WebVPN https://webvpn.ucr.edu/+CSCOE+/logon.html
OR Yahoo Finance http://finance.yahoo.com/;_ylt=AteP7sOcQhjU1y0QkIJurLlA87cF
Current Marketing Situation
“Contents of a Marketing Plan” à Page 56 Table 2.2 of Textbook
Sample Marketing Plan: “Chill Beverage Company” à Appendix 2 (pp. A33) of Textbook
1st. Market Description – STP Segmentation Targeting Positioning (pp. 49)
? Segmentation: Divide a market into distinct groups of customers who have different needs and wants.
? Targeting: Choose the most attractive segment(s) to enter.
? Positioning: The design of a distinctive message that appeal to targeted segment.
What is your product and how does it satisfy your target customers’ needs and wants.
2nd. Product Review
Describe the features of product in bullet points.
3rd. Competitive Review
Make a brief 5Ps analysis your top THREE competitors’ products (pp. 53)
4th. Channels and Logistics Review
What market channels do you choose to distribute your products? Why? Just write down what you think about it based on your research and your opinion.

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