•Segmentation approach and rationale ◦e.g., Demographic, geodemographic, behavioral, psychographic, etc.
•Target market(s) description
•Marketing mix details ◦Address each “P” (product, place, price, promotion) of the marketing mix separately and explain your choices. This is the heart of your plan.
•Success metrics ◦Discuss at least 3 metrics you might analyze to evaluate the success of your plan.
◦Identify at least 3 business or sociocultural considerations in translating your marketing plan for use in a foreign market.
◦Summarize your plan and why it deserves to be funded.
Text chapters to reference…
•SWOT: 2.1, 8.1, 9.2 ◦Remember, strengths and weaknesses relate to factors within your brand’s control; opportunities and threats relate to factors outside that control. •Segmentation approaches: 7.3
•Positioning: 6.1, 7.3
•Marketing Mix, Product: 4
•Marketing Mix, Place: 5 •
Marketing Mix, Price: 6
•Marketing Mix, Promotion: 7
•Success metrics: 9.4
•International considerations: 8.5
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