PBL: “My First Marketing Plan”
- Shannon’s Shades -
MARKETING I
Due Date: Friday, October 14th
Written Marketing Plan: 50% of grade
Length: Use length you feel appropriate – both time and number of slides.
Class Presentation of Marketing Plan 50% of grade
Scenario: Shannon Rivers, a graduate of Mount Olive High School is interested in starting a business
marketing fashion sunglass and wishes to establish headquarters and manufacturing facilities in Atlanta,
Georgia.
Based on Shannon’s creativity the company will market three distinct lines of product as follows:
Line Retail Pricing
“Haute Kids” $29.99 - $39.99
“Sportiva” $49.99 - $69.99
“Classic Couture” $100.99 - $129.99
In order to effectively establish this business Shannon needs to develop a marketing plan. The
presentation should include the following:
Executive Summary
Situation Analysis including SWOT analysis.
Objectives
Marketing Strategies
(Positioning Statement, Marketing Mix)
Tactical Plan including timeline
Resources: Chapter 2.1 of Marketing Essential Text
www.sba.gov
MARKETING PLAN OUTLINE
BASIC VERSION
Cover Page
o Professional
o Relevant
Executive Summary – Snapshot of total report. Gives a brief understanding of the
entire marketing plan without having to read the entire document
Situation Assessment (SWOT)
o Strengths
o Weaknesses
o Opportunity
o Threats
Objectives (SAM)
o Specific
o Achievable
o Measurable
Marketing Strategies:
o Positioning Statement
o Market Segmentation Approach – Demographics, Psychographics,
Geographics
o Marketing Mix
Strategy 1 – Product
Tactical Plan
Tactical Plan
Strategy 1 – Product
Tactical Plan
Tactical Plan
Strategy 1 – Product
Tactical Plan
Tactical Plan
Strategy 1 – Product
Tactical Plan
Tactical Plan