Marketing Plan Guidelines

AUTO CASE MARKETING PLAN GUIDELINES

[MKTG.600; WINTER ’07; Dr. Carter]

“Pre-View” M-Plan Presentation – March 8th @ 10pts.
Completed M-Plan Final Report – March 17th @ 35pts.
Auto Group Attendance/Participation – March 17th @ 10pts.

Introduction

The Auto Case Marketing Plan presents a structured, forward looking, proactive, and integrated marketing concept application strategy for each auto company team – based on the conditions described in their chosen market event sources. Ultimately, each group is accountable for five deliverables to complete the Marketing Plan assignment:

a)Market Event Sources – 3 company relevant articles, websites, content links, data, etc.

b)Selective Marketing Plan Section In-Class Presentation

c)Complete Marketing Plan Final Report

d)Final Cumulative Group Chart – completed category entries since Midterm Report

e)Statement of Attendance/Contribution & Group Roles

Marketing Plan Format Learning Outcome

In order to provide the learning outcome related to knowledge of the Marketing Plan as a standard strategic document the Auto Case Final Report is formatted as a complete sequence of Marketing Plan sections. This format takes the form of a “narrative funnel” because the Marketing Plan is a story that begins with a broad background (“Situation Analysis”) explaining the external context for the way children’s tales begin with what happened “once upon a time.” Next comes the “Brand Strategy” section to present the “main character” product/service. Then the funnel narrows from explaining external context factors to describe the internal company framework that directs, develops, and delivers holistic value -- “Business Structure and Strategy.” After this part of the Marketing Plan story that describes the main character’s home and source of power the funnel focuses more specifically on the main character’s quest in the “Marketing Strategy” section by analyzing the target market and positioning/differentiation strategies that plot the story’s journey. Next, the precise weapons and charms available to aid the main character’s quest are revealed in the “Marketing Mix & CRM” section – which often includes marketing research intelligence gathering. Lastly, the universal meaning and moral of the story is conveyed as a “Global and Holistic Marketing” section to address potential international and social cause markets for sustaining the main character’s mission.

Auto Case Marketing Plan Final Report

Although the Marketing Plan format includes all course chapter concepts, the Final Auto M-Plan should emphasize:

a)the “main character” -- Section 2, Brand Strategy

b)the “quest” – Section 3, Marketing Strategy, and

c)the “weapons and charms” that aid – Section 4, Marketing Mix & CRM.

The Final Report Marketing Plan sections presented on the following guideline page are menus of text chapter concepts that you should select and apply based on your own interpretation of how the auto case “story” can be most effectively articulated as a forward looking proposal, given the three (3) relevant market event sources (articles, websites, content links, data, etc.) that your group provides.

Auto Case Marketing Plan Presentation

These focal report sections should also comprise the content of your in-class Auto Case Marketing Plan Presentations. However, only present in-process subsections that the group has been able to complete. In addition to this presentation content, the following presentation criteria evaluate your Auto group’s in-class assignment.

Concept competence – the appropriate selection and application of text concepts (4pts.)
Strategy relevance – the proactive advancement of company market position (3pts.)
Communication presence – presentation preparation, appearance, and delivery (3pts.)

Auto Case Marketing Plan Class Session Schedule

The limited time to complete our in-class concept strategy sessions requires a revised session agenda to help groups prepare their text study, selection of required market event sources, and class discussion roles.

a)Thursday 2/22 – “Product/Brand Strategy” [Chs. 12, 5/9 (selectively), and 10 (Product Life Cycle)]

b)Tuesday 2/27 –“Price [Ch.14 & handout] & Place [Chs. 15 & 16] Strategies”

c)Thursday 3/1 – “Promotion [Chs. 17-19 (selectively) & CRM” [Ch.5]

d)Tuesday 3/6 --“Global [Ch. 21] & Holistic [Ch. 22] Strategies”

e)Thursday 3/8 --TEAM M-PLAN “PRE-VIEW” PRESENTATIONS [20 minutes each]
M-PLAN SECTION GUIDELINES

These guidelines highlight the most relevant sections of three Marketing Plan text exhibits:

“Sample Marketing Plan” (Pegasus Sports) on pages 61 – 67
“Components of Marketing Audit” Table 22.5 on pages 722 -723
“Appendix Sample Marketing Plan” (Sonic) A1 – A15 [includes chapter references]

PART 1: EXECUTIVE SUMMARY: Summarizes the M-Plan Deliverables -- Do LAST

PART 2: SITUATION ANALYSIS: Presents an “Outside-In” View of:

[2 pts.]a) Environment Trends Shaping Target Market [chs.3 & 8]

b) Environment Trends Determining Strategic Opportunity/Threats -- SWOT [chs.3 & 2]

c) Environment Trends Framing Competitive Patterns [chs.3 & 11]

PART 3: PRODUCT/BRAND STRATEGY – VALUE IDENTIFICATION PLANNING

[6 Pts.]Use Trends & Outcomes of “a – d” to select specific Product/Service Offering Idea

Product Strategy Support: ch.12 [Products], chs.12 /13 [Services]

Review “Product” definitions -- good, service, experience, idea [chs.12]

Review “5-Levels of Product” [ch.12]

Review “Product Classifications” [ch.12]

Review “Product Line/Mix” aspects [ch.12]

Review “Product Life Cycle” growth planning [ch.10, Figs.10.1-10.3 & Table 10.3]

Review “Customer/Brand Value” [Fig.5.2, ] and relevant “Brand Concepts” [ch.9, Fig.9.1-9.3]

*** MUST DO 2 CONCEPTS FROM Ch. 12 AND 1 CONCEPT FROM EACH OF: Chs. 5/9 &Ch. 10 ***

PART 4: BUSINESS STRUCTURE & STRATEGY – VALUE EXPLORATION PLANNING

[2 Pts.]a) Describe Organization Hierarchy, Business Unit, & Marketing Function Structure

b) Define Mission, Value Creation, Value Chain, & Holistic Marketing Framework

[Figures 2.1 – Fig. 2.4]

c) Develop Business Unit Goals/Objectives & Feedback/Control/Financial Tools

[Fig.2.7 and refer to hardcopy guide on “Marketing Arithmetic”]

PART 5: MARKETING STRATEGY – VALUE CREATION PLANNING

[3 Pts.]a) Formulate Segmentation, Market Targeting, & Positioning/Differentiation [chs.8, 10, 20 (Fig.20.3)]

PART 6: MARKETING MIX (“3Ps) & CRM – VALUE DELIVERY PLANNING

[18 Pts.]a) PRICE Element Strategy [ch.14 & “Marketing Arithmetic” handout] – 2 points

b) PLACE “Dealership”Element Strategy [chs.15 & 16] – 5 points

c) PROMOTIONS Element Strategy [chs.17 – 19] – 7 points

d) CUSTOMER RELATIONSHIP MANAGEMENT [ch.5] – 4 points

PART 7: GLOBAL & HOLISTIC MARKETING – VALUE EXPANSION PLANNING

[4 pts.]a)Global Strategy Contingency Plans [ch.21]

b) Holistic, Ethical, and Social Responsibility Plans [ch.22]