Marketing Plan Part 1 (Situation Analysis) Guidelines
Value toward course grade: 10%
Purpose:
The purpose of this major assignment is to provide students with an opportunity to:
· Conduct individual market research and evaluate market research information;
· Receive instructor feedback regarding ability to conduct an environment scan to develop a Situation Analysis (SWOT), set objectives, and identify a target market.
Format:
The Marketing Plan report will be developed using the (Word) template provided on D2L.
Please single space your submission using point form, and remember to in-text cite all research sources in the body of your report, where appropriate, using APA format, as well as include a reference page (also APA format), at the end. Check for correct grammar and spelling. Subtitles will be used where appropriate.
Be sure to complete all assigned sections of the template. Expand the template as you need to, or delete extra space. After completion of Report Part 1, it will be returned to each student along with feedback that is expected to be addressed during the development of the report Parts 2 and 3.
Please submit your report to the appropriate D2L drop box as a MS Word document, using the template provided. Include both a title page and reference page.
Due in D2L Drop box – MP Report 1 by posted date and time
Assignment Guidelines:
Imagine that you are working in the marketing department of the firm responsible for developing and manufacturing your chosen product or service (from the Topics list that follows) that will be marketed to consumers Greater Victoria.
Regardless of what opportunity there may be in other geographic locations, you will limit your task (research) to the geographic target market area of Greater Victoria (13 municipalities) to keep the project manageable for the time limits of this course
While your distribution channel may include selling the product through retailers, your marketing strategy should be designed to target the end users. Therefore the situation analysis should analyze the end user customers.
Before developing specific marketing strategies, your role is to conduct an environmental scan and SWOT analysis and to identify specific objectives that will help you to make more informed decisions regarding your subsequent strategy.
PHASE I: PLANNING
Start your research by visiting the MARK 110 Research Guide on the Camosun College Library website: http://camosun.ca.libguides.com/Mark110
A. SITUATION ANALYSIS
Strengths and Weaknesses are INTERNAL factors of the company/ organization and can be controlled by the company.
1. Strengths :
Conduct secondary research to determine what internal strengths you perceive the firm currently has that may be beneficial to achieving your chosen financial and marketing objectives. Examples of internal strengths include things like:
· significant financial and/or capital resources
· strong management and/or employee expertise
· strong brand recognition in existing markets
· established supply and/or distribution networks
· sustainable manufacturing processes
· capacity for growth
2. Weaknesses:
Conduct secondary research to determine what internal weaknesses you perceive the firm has that may limit or impair its ability to achieve the financial and marketing objectives you have laid out.
Examples of internal weaknesses include things like:
· limited financial resources or poor credit rating
· lack of business or management experience
· lack of accreditation/certification from regulatory bodies
· limited knowledge of new markets
· high employee turnover
· bad reputation for significant waste during manufacturing
3. Opportunities & Threats:
These factors are EXTERNAL to the company/ organization and can NOT be controlled by the company.
Conduct secondary research to identify relevant opportunities and threats in each of the identified aspects of the external environment (CRESTE – see below). Identify as many relevant opportunities and threats as possible, and clearly identify if you feel that no relevant opportunity or threat exists in any one area.
Remember to cite all information sources using APA-format in-text citations for each point made. Report must also include an APA-format reference page at the end of the template. All sources must be credible; please remember Wikipedia
(or any pedia website is NOT a credible source!
ENVIRONMENTAL SCAN CRESTE
i. Competitive Environment: It is vital that all current competitors be identified and that those competitors strengths and weaknesses be understood. It is also important to recognize where new competition is likely to come from so that appropriate strategies can be put in place.
The competitor profile should include as much information as possible on each major competitor type, such as location, size, reputation, and pricing/positioning strategies.
Your evaluation should be based on each competitors ability to compete with you for market/customer share. Identify both direct and indirect competition.
Use online search engines to find competition. (Pretend you are a customer searching for choices. Academic papers are not used to find information about the competition.) Visit the competitors websites to gain information about them. Visit websites and reliable blogs where unbiased product reviews that have published. Dont only use information from the competitors own websites.
ii. Economic Environment: Analyze the economy. Factors may include changes in taxes, interest rates, employment rates, stock market trends, or currency exchange rates. As economic conditions change continuously and can change rapidly, it is very important to analyze this environment carefully.
Go to the Bank of Canada website or any Chartered Banks website to find the current interest rate in British Columbia. The current interest rate impacts how much money consumers have to spend. The same banks website will provide the current exchange rate. Most products are affected by the Canada / US exchange rate because many British Columbians employment depends on US travelers, imported goods, etc.
Finally, visit the Government of Canadas website to find what the current employment rate is in British Columbia. This also impacts how much money customers have to spend.
iii. Regulatory/ Political/Legal/ Environment: Identify any political issues, legislation, regulations, or other related matters that might affect the objectives of your firm. Some laws are regulated by the Canadian federal Government, some are regulated by the Province of British Columbia government; and some laws are regulated by specific Cities. (For example: skateboarding it is allowed in some cities on sidewalks and not allowed in other cities.) Therefore, you may need to search in a few different areas to find relevant laws and regulations for your product or service.
Please remember that special interest groups can have a major political influence on regulations that are put into place. Identify any relevant issues likely to be raised by special interest groups such as effect on the environment, consumer protection, employment equity, etc.
For example, if your product or service impacts the natural environment, there are numerous special interest groups that might have an impact on the success of your product. (For example when I searched on Google for Environmental Groups in Greater Victoria, a list was available:
https://www.google.com/search?ei=fioxXOzFPOmX0gK92IPYAQ&q=environmental+o rganizations+greater+victoria+bc&oq=environmental+organizations+greater+vic&gs_l =psy-ab.1.0.33i22i29i30l2.38181.42791..45076…3.0..0.132.1130.14j2……0….1..gwswiz…….0j0i71j0i22i30j0i67j33i160j33i13i21.Av_XDFfM6VA
iv. Social/Cultural/Demographic Environment: The demographic environment includes any relevant market trends involving factors such as age, gender, education level, income level, family size, life stage, language, and religion or ethnic group.
There are also many variables that make up the social and cultural environment, including societys basic values, perceptions, preferences, and behaviors. This may include things such as societal expectations regarding business ethics and environmental sustainability, or perceptions regarding goods manufactured domestically vs. internationally. A shift in attitude about buying locally made products, or concern for the environment, may impact the success of an organization or its products and services.
In addition to information regarding trends, in this section you should also include population information from Statistics Canada. How many of the type of people who will be interested in purchasing your product or service live in British Columbia?
v. Technological Environment: Technology not only affects the way some industries and organizations design and manufacture their products, but also impacts how they communicate with suppliers, employees and customers. Investigate how technology is currently being used in your sector. For example, find out what % of households in British Columbia have internet connection. How many people in British Columbia use Social Media on a regular basis? What % of products are marketed online?
Please note: Only identify technology issues in the industry or the Greater Victoria marketplace in general; do NOT discuss any future plans regarding your need to have technical skills in this section that will be part of Report 2!
vi. Ecological/ Natural Environment: In some industries the effect of seasonal or climatic factors or the availability of necessary natural resources can have a substantial impact on a firms ability to achieve its objectives. Factors such as the availability of raw materials, impact of weather, or local environmental degradation should be identified whenever there is a possibility of impacting any aspect of the business.
Provide weather statistics from the Government of Canada to support your statements regarding weather, even if you are familiar with the weather patterns in British Columbia because you live here. Secondary data adds credibility to a Marketing plan.
Continued on next page
Watch this video discussing how to do a SWOT Analysis:
Starbucks SWOT Analysis
Watch this video for an example of Starbuck SWOT analysis https://www.youtube.com/watch?v=mR9eICQJLXA
Marketing Plan – TOPICS
Select one of the following products for the Marketing Plan, then conduct research to provide information that is important for a marketer developing a marketing plan for the specific product / service in the Greater Victoria area.
Post your product choice in the D2L Assignment file MP Product Choice by Sunday, May 17 @ 11 pm
· Calming pet bed by Calm Doge https://calmdoge.com/
· Beard straightening brush by Tame the Wild https://tamethewildbeard.com/product/beard-straightening-brush/
· Anti-theft Backpack by Metrosafe LS450 Anti-Theft 25L Backpack https://int.pacsafe.com/collections/travel/products/metrosafe-ls450-anti-theft-25l-backpack
· Mesh running shoes by Allbirds https://www.allbirds.ca/
· License plate wireless backup camera IP69K waterproof for iOS and Android by eRapta https://www.erapta.com/collections/project/products/gz01
1
1
5
1
Marketing
Plan
Part
1
(Situation
Analysis)
Guidelines
Value
toward
course
grade:
10%
Purpose:
The
purpose
of
this
major
assignment
is
to
provide
students
with
an
opportunity
to:
·
Conduct
individual
market
research
and
evaluate
market
research
information;
·
Receive
instructor
feedback
regarding
ability
to
conduct
an
environment
scan
to
develop
a
Situation
Analysis
(SWOT),
set
objectives,
and
identify
a
target
market.
Format:
The
Marketing
Plan
report
will
be
developed
using
the
(Word)
template
provided
on
D2L.
Please
single
space
your
submission
using
point
form
,
and
remember
to
in-text
cite
all
research
sources
in
the
body
of
your
report,
where
appropriate,
using
APA
format,
as
well
as
include
a
reference
page
(also
APA
format),
at
the
end.
Check
for
correct
grammar
and
spelling.
Subtitles
will
be
used
where
appropriate.
Be
sure
to
complete
all
assigned
sections
of
the
template.
Expand
the
template
as
you
need
to,
or
delete
extra
space.
After
completion
of
Report
Part
1,
it
will
be
returned
to
each
student
along
with
feedback
that
is
expected
to
be
addressed
during
the
development
of
the
report
Parts
2
and
3.
Please
submit
your
report
to
the
appropriate
D2L
drop
box
as
a
MS
Word
document,
using
the
template
provided.
Include
both
a
title
page
and
reference
page
.
Due
in
D2L
Drop
box
–
MP
Report
1
by
posted
date
and
time
Assignment
Guidelines:
Imagine
that
you
are
working
in
the
marketing
department
of
the
firm
responsible
for
developing
and
manufacturing
your
chosen
product
or
service
(from
the
Topics
list
that
follows)
that
will
be
marketed
to
consumers
Greater
Victoria
.
Regardless
of
what
opportunity
there
may
be
in
other
geographic
locations,
you
will
limit
your
task
(research)
to
the
geographic
target
market
area
of
Greater
Victoria
(13
municipalities)
to
keep
the
project
manageable
for
the
time
limits
of
this
course
While
your
distribution
channel
may
include
selling
the
product
through
retailers,
your
marketing
strategy
should
be
designed
to
target
the
end
users.
Therefore
the
situation
analysis
should
analyze
the
end
user
customers.
Before
developing
specific
marketing
strategies,
your
role
is
to
conduct
an
environmental
scan
and
SWOT
analysis
and
to
identify
specific
objectives
that
will
help
you
to
make
more
informed
decisions
regarding
your
subsequent
strategy.
Applied Sciences
Architecture and Design
Biology
Business & Finance
Chemistry
Computer Science
Geography
Geology
Education
Engineering
English
Environmental science
Spanish
Government
History
Human Resource Management
Information Systems
Law
Literature
Mathematics
Nursing
Physics
Political Science
Psychology
Reading
Science
Social Science
Home
Blog
Archive
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MarketingPlanPart1Guidelines.docx
Home>Business & Finance homework help>Marketing homework help>Marketing
Marketing Plan Part 1 (Situation Analysis) Guidelines
Value toward course grade: 10%
Purpose:
The purpose of this major assignment is to provide students with an opportunity to:
· Conduct individual market research and evaluate market research information;
· Receive instructor feedback regarding ability to conduct an environment scan to develop a Situation Analysis (SWOT), set objectives, and identify a target market.
Format:
The Marketing Plan report will be developed using the (Word) template provided on D2L.
Please single space your submission using point form, and remember to in-text cite all research sources in the body of your report, where appropriate, using APA format, as well as include a reference page (also APA format), at the end. Check for correct grammar and spelling. Subtitles will be used where appropriate.
Be sure to complete all assigned sections of the template. Expand the template as you need to, or delete extra space. After completion of Report Part 1, it will be returned to each student along with feedback that is expected to be addressed during the development of the report Parts 2 and 3.
Please submit your report to the appropriate D2L drop box as a MS Word document, using the template provided. Include both a title page and reference page.
Due in D2L Drop box – MP Report 1 by posted date and time
Assignment Guidelines:
Imagine that you are working in the marketing department of the firm responsible for developing and manufacturing your chosen product or service (from the Topics list that follows) that will be marketed to consumers Greater Victoria.
Regardless of what opportunity there may be in other geographic locations, you will limit your task (research) to the geographic target market area of Greater Victoria (13 municipalities) to keep the project manageable for the time limits of this course
While your distribution channel may include selling the product through retailers, your marketing strategy should be designed to target the end users. Therefore the situation analysis should analyze the end user customers.
Before developing specific marketing strategies, your role is to conduct an environmental scan and SWOT analysis and to identify specific objectives that will help you to make more informed decisions regarding your subsequent strategy.
PHASE I: PLANNING
Start your research by visiting the MARK 110 Research Guide on the Camosun College Library website: http://camosun.ca.libguides.com/Mark110
A. SITUATION ANALYSIS
Strengths and Weaknesses are INTERNAL factors of the company/ organization and can be controlled by the company.
1. Strengths :
Conduct secondary research to determine what internal strengths you perceive the firm currently has that may be beneficial to achieving your chosen financial and marketing objectives. Examples of internal strengths include things like:
· significant financial and/or capital resources
· strong management and/or employee expertise
· strong brand recognition in existing markets
· established supply and/or distribution networks
· sustainable manufacturing processes
· capacity for growth
2. Weaknesses:
Conduct secondary research to determine what internal weaknesses you perceive the firm has that may limit or impair its ability to achieve the financial and marketing objectives you have laid out.
Examples of internal weaknesses include things like:
· limited financial resources or poor credit rating
· lack of business or management experience
· lack of accreditation/certification from regulatory bodies
· limited knowledge of new markets
· high employee turnover
· bad reputation for significant waste during manufacturing
3. Opportunities & Threats:
These factors are EXTERNAL to the company/ organization and can NOT be controlled by the company.
Conduct secondary research to identify relevant opportunities and threats in each of the identified aspects of the external environment (CRESTE – see below). Identify as many relevant opportunities and threats as possible, and clearly identify if you feel that no relevant opportunity or threat exists in any one area.
Remember to cite all information sources using APA-format in-text citations for each point made. Report must also include an APA-format reference page at the end of the template. All sources must be credible; please remember Wikipedia
(or any pedia website is NOT a credible source!
ENVIRONMENTAL SCAN CRESTE
i. Competitive Environment: It is vital that all current competitors be identified and that those competitors strengths and weaknesses be understood. It is also important to recognize where new competition is likely to come from so that appropriate strategies can be put in place.
The competitor profile should include as much information as possible on each major competitor type, such as location, size, reputation, and pricing/positioning strategies.
Your evaluation should be based on each competitors ability to compete with you for market/customer share. Identify both direct and indirect competition.
Use online search engines to find competition. (Pretend you are a customer searching for choices. Academic papers are not used to find information about the competition.) Visit the competitors websites to gain information about them. Visit websites and reliable blogs where unbiased product reviews that have published. Dont only use information from the competitors own websites.
ii. Economic Environment: Analyze the economy. Factors may include changes in taxes, interest rates, employment rates, stock market trends, or currency exchange rates. As economic conditions change continuously and can change rapidly, it is very important to analyze this environment carefully.
Go to the Bank of Canada website or any Chartered Banks website to find the current interest rate in British Columbia. The current interest rate impacts how much money consumers have to spend. The same banks website will provide the current exchange rate. Most products are affected by the Canada / US exchange rate because many British Columbians employment depends on US travelers, imported goods, etc.
Finally, visit the Government of Canadas website to find what the current employment rate is in British Columbia. This also impacts how much money customers have to spend.
iii. Regulatory/ Political/Legal/ Environment: Identify any political issues, legislation, regulations, or other related matters that might affect the objectives of your firm. Some laws are regulated by the Canadian federal Government, some are regulated by the Province of British Columbia government; and some laws are regulated by specific Cities. (For example: skateboarding it is allowed in some cities on sidewalks and not allowed in other cities.) Therefore, you may need to search in a few different areas to find relevant laws and regulations for your product or service.
Please remember that special interest groups can have a major political influence on regulations that are put into place. Identify any relevant issues likely to be raised by special interest groups such as effect on the environment, consumer protection, employment equity, etc.
For example, if your product or service impacts the natural environment, there are numerous special interest groups that might have an impact on the success of your product. (For example when I searched on Google for Environmental Groups in Greater Victoria, a list was available:
https://www.google.com/search?ei=fioxXOzFPOmX0gK92IPYAQ&q=environmental+o rganizations+greater+victoria+bc&oq=environmental+organizations+greater+vic&gs_l =psy-ab.1.0.33i22i29i30l2.38181.42791..45076…3.0..0.132.1130.14j2……0….1..gwswiz…….0j0i71j0i22i30j0i67j33i160j33i13i21.Av_XDFfM6VA
iv. Social/Cultural/Demographic Environment: The demographic environment includes any relevant market trends involving factors such as age, gender, education level, income level, family size, life stage, language, and religion or ethnic group.
There are also many variables that make up the social and cultural environment, including societys basic values, perceptions, preferences, and behaviors. This may include things such as societal expectations regarding business ethics and environmental sustainability, or perceptions regarding goods manufactured domestically vs. internationally. A shift in attitude about buying locally made products, or concern for the environment, may impact the success of an organization or its products and services.
In addition to information regarding trends, in this section you should also include population information from Statistics Canada. How many of the type of people who will be interested in purchasing your product or service live in British Columbia?
v. Technological Environment: Technology not only affects the way some industries and organizations design and manufacture their products, but also impacts how they communicate with suppliers, employees and customers. Investigate how technology is currently being used in your sector. For example, find out what % of households in British Columbia have internet connection. How many people in British Columbia use Social Media on a regular basis? What % of products are marketed online?
Please note: Only identify technology issues in the industry or the Greater Victoria marketplace in general; do NOT discuss any future plans regarding your need to have technical skills in this section that will be part of Report 2!
vi. Ecological/ Natural Environment: In some industries the effect of seasonal or climatic factors or the availability of necessary natural resources can have a substantial impact on a firms ability to achieve its objectives. Factors such as the availability of raw materials, impact of weather, or local environmental degradation should be identified whenever there is a possibility of impacting any aspect of the business.
Provide weather statistics from the Government of Canada to support your statements regarding weather, even if you are familiar with the weather patterns in British Columbia because you live here. Secondary data adds credibility to a Marketing plan.
Continued on next page
Watch this video discussing how to do a SWOT Analysis:
Starbucks SWOT Analysis
Watch this video for an example of Starbuck SWOT analysis https://www.youtube.com/watch?v=mR9eICQJLXA
Marketing Plan – TOPICS
Select one of the following products for the Marketing Plan, then conduct research to provide information that is important for a marketer developing a marketing plan for the specific product / service in the Greater Victoria area.
Post your product choice in the D2L Assignment file MP Product Choice by Sunday, May 17 @ 11 pm
· Calming pet bed by Calm Doge https://calmdoge.com/
· Beard straightening brush by Tame the Wild https://tamethewildbeard.com/product/beard-straightening-brush/
· Anti-theft Backpack by Metrosafe LS450 Anti-Theft 25L Backpack https://int.pacsafe.com/collections/travel/products/metrosafe-ls450-anti-theft-25l-backpack
· Mesh running shoes by Allbirds https://www.allbirds.ca/
· License plate wireless backup camera IP69K waterproof for iOS and Android by eRapta https://www.erapta.com/collections/project/products/gz01
1
1
5
1
Marketing
Plan
Part
1
(Situation
Analysis)
Guidelines
Value
toward
course
grade:
10%
Purpose:
The
purpose
of
this
major
assignment
is
to
provide
students
with
an
opportunity
to:
·
Conduct
individual
market
research
and
evaluate
market
research
information;
·
Receive
instructor
feedback
regarding
ability
to
conduct
an
environment
scan
to
develop
a
Situation
Analysis
(SWOT),
set
objectives,
and
identify
a
target
market.
Format:
The
Marketing
Plan
report
will
be
developed
using
the
(Word)
template
provided
on
D2L.
Please
single
space
your
submission
using
point
form
,
and
remember
to
in-text
cite
all
research
sources
in
the
body
of
your
report,
where
appropriate,
using
APA
format,
as
well
as
include
a
reference
page
(also
APA
format),
at
the
end.
Check
for
correct
grammar
and
spelling.
Subtitles
will
be
used
where
appropriate.
Be
sure
to
complete
all
assigned
sections
of
the
template.
Expand
the
template
as
you
need
to,
or
delete
extra
space.
After
completion
of
Report
Part
1,
it
will
be
returned
to
each
student
along
with
feedback
that
is
expected
to
be
addressed
during
the
development
of
the
report
Parts
2
and
3.
Please
submit
your
report
to
the
appropriate
D2L
drop
box
as
a
MS
Word
document,
using
the
template
provided.
Include
both
a
title
page
and
reference
page
.
Due
in
D2L
Drop
box
–
MP
Report
1
by
posted
date
and
time
Assignment
Guidelines:
Imagine
that
you
are
working
in
the
marketing
department
of
the
firm
responsible
for
developing
and
manufacturing
your
chosen
product
or
service
(from
the
Topics
list
that
follows)
that
will
be
marketed
to
consumers
Greater
Victoria
.
Regardless
of
what
opportunity
there
may
be
in
other
geographic
locations,
you
will
limit
your
task
(research)
to
the
geographic
target
market
area
of
Greater
Victoria
(13
municipalities)
to
keep
the
project
manageable
for
the
time
limits
of
this
course
While
your
distribution
channel
may
include
selling
the
product
through
retailers,
your
marketing
strategy
should
be
designed
to
target
the
end
users.
Therefore
the
situation
analysis
should
analyze
the
end
user
customers.
Before
developing
specific
marketing
strategies,
your
role
is
to
conduct
an
environmental
scan
and
SWOT
analysis
and
to
identify
specific
objectives
that
will
help
you
to
make
more
informed
decisions
regarding
your
subsequent
strategy.
Applied Sciences
Architecture and Design
Biology
Business & Finance
Chemistry
Computer Science
Geography
Geology
Education
Engineering
English
Environmental science
Spanish
Government
History
Human Resource Management
Information Systems
Law
Literature
Mathematics
Nursing
Physics
Political Science
Psychology
Reading
Science
Social Science
Home
Blog
Archive
Essay
Reviews
Contact
google+twitterfacebook
Copyright © 2019 HomeworkMarket.com
