Your topic should be for a business, product, or service that you would like to start (no multilevel marketing structures...

Your topic should be for a business, product, or service that you would like to start (no multilevel marketing structures or non-profit organizations, please). Because this is an applied project and not a research paper, please do not select a corporation such as Starbucks or Coca-Cola as your topic. You are to apply the course concepts to this project. If you are interested in coffee restaurants, for example, you may wish to select your own cappuccino bar as your topic and then use information from companies like Starbucks or Seattle's Best Coffee for ideas and competitive research as you work on your project.

*MUST FOLLOW THIS OUTLINE*

BUSN319 MARKETING PLAN OUTLINE

A.  Cover Page

      1.   Marketing Plan for Organization/Company name:

      2.   Proposed by:

      3.   Submitted to:

      4.   Date:

B.  Table of Contents                                                               Suggested number of pages

      1... Executive Summary....................................................................................................1.0

      2... Company Description..................................................................................................0.5

      3... Strategic Focus and Plan........................................................................................... 1.0

      a.   Mission/Vision Statements

      b.   Goals

      c.   Core Competency and Sustainable Competitive Advantage

      4. Situation Analysis................................................................ ........................................ 1.0

      a.   SWOT analysis

      ·    Internal Strengths and Weaknesses: Management, Offerings, Marketing, Personnel, Finance, Manufacturing, and Research and Development (R & D)

      ·    External Opportunities and Threats: Consumer/Social, Economic, Technological, Competitive, and Legal/Regulatory

      b.   Industry Analysis

      c.   Competitor Analysis

      d.   Customer Analysis

      5... Market-Product Focus................................................................................................ 2.0

      a.   Marketing and Product Objectives

      b.   Target Markets

      c.   Points of Difference

      d.   Positioning

      6... Marketing Program..........................................................................................................2.0

      a.   Product Strategy

      b.   Price Strategy

            (i)  Breakeven Analysis

      c.   Promotion Strategy

      d.   Place (Distribution) Strategy

      7... Financial Data and Projections.................................................................................. 1.0

      a.   Past Sales Revenues

      b.   Five-Year Projections

      8... Organizational Structure..............................................................................................0.5

      9... Implementation........................................................................................................... 1.0

    10... Evaluation and Control............................................................................................... 0.5

C. References