Develop a Complete Marketing Plan (group project)23

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University of Winnipeg *

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15350

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Marketing

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Feb 20, 2024

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1 Remember your Effective Communications courses; use the 7 C’s of communication. Marketing Fundamentals – Complete a Marketing Plan (Group Project) Your Group (the Marketing Team) will select an organization from the list that is provided. Your Group oversees the creation of the Marketing Plan for the subsequent fiscal year. Consider, what is the problem you are solving or opportunity you want to take advantage of? It is up to you; you need to be clear about objectives and goals (i.e. this must be original idea and not sourced from the company). As in any plan, it needs clear, measurable, and attainable goals. NOTE: You are to assume it is a normal year and there is no impact of COVID-19. Assignment Overview: The highlights of what your group will be creating are described in this section. The detailed table of contents that you must follow is in the “Outline for Submission” section on page 4. Answer the following questions: As the Marketing Team of this local organization, you will have to: 1. Define your target market. Describe it as detailed as possible using any meaningful variables: sociodemographic, lifestyle, income or budget level, location, education, size... you name it. Remember, there is no business without clients, so you’d better know who they are. 2. Research your competition . Provide a detailed description of competitors, both direct and indirect (substitutive products or services), as well as a Five Forces or a PESTEL analysis. 3. Product: Define the range of products or services that are currently offered. Provide as many details as possible and, of course, compare it with main competitors. Explain product/service differences, features, performance, distribution... anything that will help describe the differentiation that you have. 4. Price: You certainly need to talk about price . Explain the pricing strategy details and why you think the proposed price is appropriate for the market.

2 Remember your Effective Communications courses; use the 7 C’s of communication. 5. Place: Explain how you are going to deliver it. What commercial channels you are going to use and why. Describe alternative channels, as well as the difference among channels in case you are using different ones. 6. Promotion: How are you going to get new clients? Explain your promotion plans. Explain which tools you are going to use (advertising, PR, online advertising, social media...) and why. What is your main message? 7. Objectives and Strategies: You will have to create the marketing objectives for the company and the strategies that will help achieve the objectives. 8. Develop the Performance Evaluation Metrics that will determine the success of your plan. Important . If you are unable to find actual data on the selected company, use your best judgment to set budget levels for your marketing activities. Follow the logic of your choice throughout your marketing plan. It is important to be realistic in your plan. The Marketing Plan is being submitted to the CEO/board/owners of the company/ organization and you want them to approve it. You are free to ask for any budget, but you will have to convince them that it is worth it. Steps to Complete: 1. Review the assignment overview and Best Practices . 2. Complete one Group Check-in Survey (goes towards final grade). 3. Provide data/answers to all the questions. 4. The document will have a maximum of twelve (12) pages (excluding cover, table of contents and reference pages). Additional pages will be disregarded. 5. If you need to include additional lengthy information that is relevant to the project, you can use an Appendix. 6. Outline for Submission – Please following heading guidelines. 7. Complete a Peer Review (goes towards final grade). This should take each group member about 7-8 hours.

3 Remember your Effective Communications courses; use the 7 C’s of communication. Best Practice 1 Communicate and plan . Effective communication is a key success factor in any group or team effort. The group members should develop a plan to create equitable workloads that use each member's strengths to the group's advantage. Begin the research early and use deadlines created by the group to stay "on track." Best Practice 2 Decide on roles . Teams are composed of individuals with diverse skills, ideas, strengths and weaknesses. This diversity is what can make teamwork so effective and enriching. However, working with others can be challenging. One way to minimize some challenges is for group members to take on certain roles based on their interests and strengths. Below are some suggested group roles. • Leader/facilitator : This role oversees organizing the project's final product to ensure it meets the assignment objectives. The leader/facilitator clarifies the group goals and facilitates setting subgoals, targets and workload distribution. They keep the group focused and goal-oriented. • Recorder/editor. This role takes notes, sets templates for format and processes, proofreads and edits work for clarity, correctness and accuracy. They may also synthesize all of the data and information from the other members into a final product. • Technical/creative. This role takes on any project pieces that may require technical and/or creative skills, such as creating the slide presentation and facilitating the recording and uploading of the oral presentation. This role may be separate or may be combined with another role (dependent on the size and skills of the group). • Researcher. Although all group members will be doing a portion of the research, assigning someone as the main source for collecting information, resources, and sources may be helpful. They may also gather other materials such as statistics, quotes, examples, graphics or visuals. • Monitor/conciliator : This role assists in creating a culture of safety in the group and ensures each member has an equal opportunity to participate and share ideas. They will intervene if there is tension, disagreement, or conflict to clarify issues, facilitate discussion, and propose solutions. In addition, this role would reach out to the instructor if there were any issues in the group that they did not feel comfortable or capable of solving. • Questioner/ challenger . This role ensures the group looks at all sides of the topic by considering various views, ideas and options. They may foster (or create) respectful disagreement to guard against "groupthink" scenarios. This role often brings up opposing ideas and engages in "what if" discussions to ensure the group does not overlook or miss any discussion areas.

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4 Remember your Effective Communications courses; use the 7 C’s of communication. Tips: Work should emulate a professional document that would make it in a real-life job, and it will be evaluated as such. This is a group project, and it is highly recommended to assign responsibility for key sections as soon as possible to each group member. If there are any issues with a group member not contributing to the required level for everyone the Instructor must be notified immediately to assist in mitigation efforts. DO NOT wait until the assignment is due to make a such a claim. Use the Outline for Submission guideline on page 4 to structure you plan. Title page, table of contents, and Appendices will not be counted for the 12 pages limit, but its content must be relevant. Ensure you are referring to your course resources (in-text citations, paraphrasing, etc.), or other academic/reliable literature and resources to back-up your points and ideas. This is an academic paper so spelling, grammar, clarity in writing and connection to the course content is critical – you may wish to refer to some of your writing courses to support you in this assignment. Paper must be APA formatted. Important Notes Even though this is a group project, it is possible that not every group member receives the same grade. Grades are derivative of the following elements: content submitted; presentation; check-ins; peer evaluations; and demonstration of engagement in the project. The instructor reserves the right to grade individually. Outline for Submission – Please following heading guidelines 1. Executive Summary –. This is written after your plan is complete. It is a one-to- two-page synopsis of your plan. 2. Environmental Analysis – this is where you describe your problem being solved or opportunity being taken advantage of. You will define your target market any meaningful variables: sociodemographic, lifestyle, income or budget level, location, education, size, etc. 3. Competitive Analysis – Research your competition. Provide a detailed description of competitors, both direct and indirect (substitutive products or

5 Remember your Effective Communications courses; use the 7 C’s of communication. services). You should consider a SWOT, Five Forces or a PESTEL analysis to be comprehensive. 4. Marketing Objectives – State the company’s main marketing objectives you want to achieve in the subsequent fiscal year. 5. Marketing Strategies – State the strategies that you will need to implement to achieve the company marketing objectives. 6. Marketing Implementation Activities – You will describe how each of the 4 P’s will help implement the objectives and strategies for the company. Here is some guidance for each P: a. Product – Define the range of products or services that are currently offered. Clearly explain the product/service differences, features, performance, distribution... anything that will help describe the differentiation that you have. b. Price – Explain in full details why you think the proposed price is appropriate for the market. Describe costs, margins, payment options, etc. if you can find them. If not, make assumptions based on industry averages or your best guess. Just be consistent throughout your paper with all assumptions. c. Place – Explain how you are going to deliver it. What commercial channels you are going to use and why. Describe alternative channels, as well as the difference among channels in case you are using different ones. d. Promotion – How are you going to get new clients? Explain your promotion plans. Explain which tools you are going to use (advertising, PR, online advertising, social media...), why and how much it’s going to cost. What is your main message? 7. Performance Evaluation – This includes the metrics and time frame for how the company will assess the implementation of the marketing plan. 8. Conclusion – A summary of what achieving your objectives will mean for the company. 9. Appendices 10. References

6 Remember your Effective Communications courses; use the 7 C’s of communication. Marketing Fundamental Companies Assiniboine Credit Union Assiniboine Downs Baked Expectations Bayer CropScience Canada Birchwood Auto Group – select one dealership or service (repairs or finance) only Bird Construction Bison Transport – Intermodal Bison Transport – Logistics Bison Transport – LTL Bison Transport – Truckload Bold Commerce Bridge Drive Inn Buffalo Gal Pictures Cambrian Credit Union Canad Inns – Ambassador Entertainment Centre Canad Inns – dining Canad Inns – hotel rooms Canad Inns – Metropolitan Entertainment Centre Canlan Ice Sports Cargill – Animal Nutrition Cargill – Deicing Cargill – Meat Processing Carpathia Credit Union Carte International Inc.

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7 Remember your Effective Communications courses; use the 7 C’s of communication. Chaeban Ice Cream Cormer Group Industries Curtis Carpets Dairyland Delucca’s Delucca’s - Cooking Classes Fairmont Winnipeg – Accommodation and Food Service Fairmont Winnipeg – Meetings and Events Folkorama Fun Park Amusement Center Giant Tiger – Grocery Giant Tiger – Health and Beauty Giant Tiger – Men’s Fashion Giant Tiger – Women’s Fashion Gimli Fish Gord’s Cycle & Ski Grand Prix Amusements Holiday Mountain Resort HUB Computer Solutions Into the Music Investor’s Group – Private Wealth Management Investor’s Group – Wealth Management Kahunaverse Sports Long & McQuade Loveday Mushroom Farm Ltd.

8 Remember your Effective Communications courses; use the 7 C’s of communication. MacDon Industries Ltd. Manitoba Liquor and Lotteries – Liquor Manitoba Liquor and Lotteries – Lotteries Manitoba Museum Maple Leaf – 50/50 Maple Leaf – Field Roast Grain Meat Maple Leaf – Hot Dogs Maple Leaf Foods – Greenfield Natural Meat Maple Leaf Foods – Mina (Halal) Maple Leaf Foods - Prime McNally Robinson Medi-Van Inc. Mike’s General Store Morden’s Chocolate No Frills Grocery Store Northern Blower Northwest Law Enforcement Academy Paladin Technologies Palliser Furniture – Bedroom Palliser Furniture – Dining Room Palliser Furniture – Living Room Park Theatre Paterson Global Foods – Feed Max Paterson Global Foods – NutraSun Foods Paterson Global Foods – Paterson Grain

9 Remember your Effective Communications courses; use the 7 C’s of communication. Peak of the Market Perimeter Airlines Pollard Banknote Limited Pollock’s Hardware Co-op Princess Auto Red River – Convenience store Red River – Fuel Red River Coop – Feed Royal Canadian Mint Schneider’s – Bacon Schneider’s – European Meats Schneider’s – Wieners Steinbach Credit Union Stella’s Stella’s Bridal Tinker Town True North Sports + Entertainment Tundra Gas & Oil United Way of Winnipeg Valour FC Vertical Adventures Winnipeg Football Club

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