Final Entrepreneurship Project

Entrepreneurship 1 Section 5.06B Market Planning

Merry Christmas

Assume that you are a member of the Merry Christmas Enterprise marketing management team, and the VP of marketing assigns the team an existing product or product line and asks the team to develop a marketing plan focused on market penetration strategies to increase sales of the product in current markets. Develop the plan so that it can be implemented in a one- year time period.

 Choose a product or service to offer that is Christmas or Winter related.

(i.e., stocking manufacturer, Christmas ornaments or other decorations, wrapping paper, sleds, snow boots, ski rental, etc.)

 Use the Outline below as a rough draft and make notes (ideas).

 Then create a PowerPoint describing each of the areas of the marketing plan.

 Use an appropriate background for your PowerPoint slides and print the PowerPoint (2 slides per page) Make sure the Title Slide on the PowerPoint includes the name of your product/service and your name(s).

The marketing plan should incorporate the following:

I. Executive Summary- A summary of the product, include your mission statement

II. Situation Analysis – SWOT analysis (Strengths & Weaknesses - internal AND Opportunities &Threats - external) Entrepreneurship 1 Section 5.06B Market Planning III. Desired Target Market – market segmentation (demographic, psychographic, geographic & behavioral)

IV. Marketing Goals and Objectives – Brief description of product to be marketed and associated goals, such as sales figures and strategic goals.

V. Marketing Strategies

A. Product

1. Brand name

2. Quality

3. Warranty

4. Packaging

B. Price

1. List price

2. Discounts

3. Bundling

4. Payment terms and financing options

C. Distribution (Place)

1. Distribution channels, such as direct, retail, distributors and intermediates.

2. Locations

3. Logistics, including transportation & warehousing.

D. Promotion Entrepreneurship 1 Section 5.06B Market Planning 1. Advertising, including how much and which media. 2. Public relations 3. Budget, determine break-even point 4. Projected results of the promotional programs

VI. Financial Plans – money to finance your operation (partner, corporation, loan, etc.)

VII. Performance and implementation –

A. Timing of promotional activities, when monitoring will take place, and how expansions likely will proceed.

B. Assessing the marketing plan’s recommendations.

VIII. Appendices (Exhibits)- list of key personnel, relevant laws, drawings of product, copy of this rough draft