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Your product must be physical/tangible (no services). You can pick any commodity product you see in a supermarket (such as food, beverage, household or hygiene products) or retail store (clothing, electronics, etc). When picking the product, you don’t want it to be too big (for example, Coke could be narrowed down to Diet Coke) and all products must be US-based (have a manufacturing division in the US) and also do not select a company, service or a generic product in a store. Any over the counter products are ok, but try to use a product that most people (as consumers) are familiar with.
1. Product Identification and brief description of the company (include the description of your product and features and benefits)
2. The strategy behind the plan
3. Situation Analysis (This is the section heading, which includes an introductory paragraph)
Market Summary (why is there a need for the product)
SWOT Analysis
Direct and Indirect Competition
Step 2
4. Overall Marketing Strategy
5. Marketing and Financial Objectives
6. Target Markets
7. Positioning
8. Marketing Strategies
Step 3
9. Marketing Program
Pricing
Distribution
Promotion
Customer service
Product (already done above)
Step 4
10. Marketing Research
11. Controls and Implementation
12. Budget
Step 5 Final Report (and Peer Evaluation)
