MARKETING PLAN WORKSHEET
The objective of the worksheet is to help provide a template for your Website. By working with the topics below, you will be able to paste them into your Website. This Worksheet is part of a required assignment, counting as one-third of your final grade. Submit this worksheet as a report, including a coversheet, outlining each of the 12 areas below. This worksheet is due by Lecture #5 or __________________
HOW TO GET STARTED 1. Open Microsoft Word and save a blank page on your memory stick with the file name “marketing plan” 2. This worksheet is opened now as a PDF document. You must copy the contents into Microsoft Word. Highlight the text below and click “copy”. 3. Go back to your Word document titled “marketing plan” and “paste”. It should now be a standard word processing document you can work on anywhere. 4. There will be lots of formatting work to be done on the document to make it look good. Some time will be required to change fonts, change spacing, erasing the instructions for each part. 5. Beginning filling in the worksheet erasing the instructions including this part as you go through the document. You will be left with your Marketing Plan to be submitted for grading. 6. Information in this document will become the content for your website. 7. This document itself is to be submitted as a comprehensive report and will count as 1/3 of your grade, so do a good job both with contents and appearance. 8. It must be submitted on time! As in the real world of business, students are expected to meet deadlines. Late submissions are subject to grade penalties.
Marketing Plan – (Xyz Industries)
(name) MRKT 266 – Internet Marketing Spring Semester, 2008 1: Business proposals
Suggest a business for which you could develop a Website. Describe this business in general terms in a short paragraph and list several advantages and disadvantages of operating this enterprise.
2: Rationale
Explain in detail why you’d like to start this business. What interests you in this business? When did you first start to think about this concept? What special skills, training, or experience might you have in this area? Is your business concept a dream or could it become a reality? How does it fit with your educational and career goals?
Run date; January 21, 2008
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Marketing Plan Worksheet266
Marketing Plan Worksheet
3: Naming the business
Develop at least 2 names for the business. Names should be unique, descriptive, easy to pronounce, spell, and remember, and most important useable. Names such as JSB Industries or Ajax Associates are poor choices. The name should tie in to a usable URL name. Explain why you picked the names, then select one of the two you started with.
4: Finalizing your business selection and writing the mission statement
Refine your general description of the business and re-write a detailed description of exactly what it is you want to do. Select the name for your business. Write a mission statement for your business. A mission statement specifies the essential purpose that differentiates the company from others. Additionally it specifies the organization’s overall goals and operational scope and provides general guidelines for future management actions. Write a short paragraph (2 or 3 sentences) that begins “It is the mission of ______ to provide ______”.
5: General goals of the Website
What are the general marketing goals and objectives of creating the Website? What do you want your site to do for you? Is your site a B2C, B2B, or C2C? What is the purpose of the site? Who will create the site?
6: Products and Services
Develop a comprehensive list of your products or services with a short description of each. Next, describe the competitive advantages of your product/services? Lastly, identify your primary and secondary competitors.
7. Target Markets - Market Potential
Identify your target markets. Who will your products or services appeal to? Select several demographic or psychographic groups your products/services will appeal to. What do you think the market potential would be for your product or service?
8. Pricing strategies, price list, price matrix
Develop a pricing strategy for your product/services. Determine whether you want a penetration pricing strategy (low), a competitive pricing strategy (price at or near competition), or price skimming strategy (high).
Run date; January 21, 2008
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Marketing Plan Worksheet266
Marketing Plan Worksheet
9. Sales and revenue goals
Develop sales goals for the first year and using your price list, project revenues. Simply project sales in units for each product or service, and multiply by your price to obtain projected revenues. Suggestion – predict sales according to “worst case”, “most likely” and “best case”. Try to come up with a financial picture – you can’t operate without earning a profit!
10. Preparing your marketing plan for your Website
Begin to assemble the essentials. What is the URL? Who will you register it with, and how much will it cost? Who will host your site and how much will it cost per month or year?
11. Develop a site map for your site
Develop a site map for your Website and list metatags for each page. Metatags have two parts – first is the general description of your site and second is a list of key words search engines will look for in locating your site. The site map starts with the home page and illustrates its relationship to other pages. You will use the site map as a blueprint for the development of your site.
12. Site Content
Write out the following information for your site, most of which will eventually be included on your web pages. Business Name Business Description Contact Information Company name and primary mailing address Mailing addresses of branch offices Telephone, fax; individuals/or departments E-mail addresses; individuals/or departments; may want to indicate probable response time Hours of operation The Four A’s Affiliations (BBB’s; Chambers of Commerce, industry and professional organizations) Accreditations; credentials, degrees, certifications Accolades; testimonies, awards, letters, quotes Awards; Web design awards Staff information; who they are, how much experience, accomplishments, etc. External links – who will your site link to? You are required to have several.
Run date; January 21, 2008
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Marketing Plan Worksheet266
Marketing Plan Worksheet
13. Site Promotion Strategies:
Finally, how will you announce and promote your site? Sample promotional strategies are listed below. You must indicate how you plan to use them. E-mail marketing Traditional media advertising: Print, electronic, out-of-home, yellow page, direct mail Brochures, catalogs, literature, flyers Sales promotion: Advertising specialties, premiums, giveaways, displays, trade shows, etc. Business stationery: Cards, letterheads, envelopes, mailing labels, forms
Run date; January 21, 2008
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Marketing Plan Worksheet266