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Title Page
Table of Contents
· Use the headings show in this example as your table of contents.
Introduction to Organization and Product/Service and Microenvironment
· Background and explanation including the one or two products/services you are focusing on
· Include main actors in the micro environment (incorporate relevant aspects of Dropbox 2 into this part; see Chapter 3).
· Include a discussion of the main forces in the macroenvironment (incorporate relevant aspects of Dropbox 2 into this part; see Chapter 3).
Basic Marketing Research
· What marketing research does the organization plan (incorporate relevant aspects of Dropbox 2 into this part)?
SWOT Analysis
· Strengths, Weaknesses, Opportunities, Threats – a chart format is OK for this section – see SWOT section in the Sample Marketing Plan in the etext.
Competitive Analysis
· See the Competitive Review section in the Sample Marketing Plan in the etext.
Marketing Objectives
· Be specific, preferably measurable objectives, explain – see Objectives and Issues section in the Sample Marketing Plan in the etext.
Positioning, Target Market and Segmentation
· Create a positioning statement or improve upon the one the organization currently has (this can be a short phrase or one-liner – see page 204 of the etext under “Differentiation and Positioning” for examples). What is the segment and who is the target market? Prepare a small chart similar to Table A1.1 in the Sample Marketing Plan in the etext.
Marketing Mix Strategies
Describe strategies for all 4 P’s of marketing, or how to improve what a company is currently doing; See Marketing Strategy section in the Sample Marketing Plan in etext but describe these in further detail with full analysis for each separately – this may be your largest section of the report.
· Product
· Price
· Place
· Promotion and Integrated Marketing Communication (also incorporate Dropbox 5 into this area)
Ethical, Legal and Privacy Considerations
· What ethical and legal issues present themselves? Consider any of these as relevant and describe how you would address these.
Conclusion
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