Marketing plan

Marketing plan on Amazon following this format and use at least 3 sources

8 page

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.


Appendix (optional)

  • Include any data and graphs or web printouts that are relevant but are too large to fit within the text of the report. This is an optional section.





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