Written Report – Marketing Plan for IBM Technology

Marketing Plan for IBM Technology Written Report
Be sure to use the same headings as the marketing plan outline
Refer to the core assessment checklist to write a high-quality report.
The report should contain a cover page, a table of contents, reference page and appendices when necessary. The entire written paper should be 10-12 pages long. Be sure to use the same headings as seen below for your written report.
-Initial research on defining target market
-Demand forecast
-Complete value proposition
-Define how you will deliver satisfaction and maintain customer loyalty, customer profile, demos and other important information
-Specific market segmentation, targeting, and positioning statements
-Develop “branding” strategy for your produce/service
-Decide on brand name,
-Develop equity position and include the decisions in developing the brand strategy.
-Product/service’s brand positioning
-Differentiated brand positioning of your product/service
-Identifying who the market leaders are for your chosen product/service
-Identifying the niche that your product/service is in
-Deciding whether your product/service is going to be a leader, follower, or challenger to well-established products or brands
-Setting product strategy/designing or managing services
-Developing pricing strategies and programs
-Product or service strategy
-Advertising program complete with objectives, budget; advertising message and creative strategy
-Media decisions, and sales and promotional materials
-Direct market channels plans (if applicable)
-Consumer-adoption process for your new product
-How the consumer will learn about your new product/service and how quickly they will adopt it
-How the product will be targeted to the heavy users and early adopters first, then early, and late majorities
-The estimated time for full adoption.
1. Executive Summary
2. Situation Analysis
a. Market Summary (demographics, needs, trends, growth)
b. SWOT
c. Competition
d. Product Offerings
e. Distribution
3. Marketing Strategy
a. Mission/Objectives (marketing and financial)
b. Target Markets
c. Positioning
d. Strategies
e. Marketing Mix/Program
f. Marketing Research
4. Financials
a. Break-Even Analysis
b. Sales Forecast
c. Expense Forecast
5. Controls
a. Implementation
b. Marketing Organization
c. Contingency Planning
Marketing Plan for IBM Technology Power Point
1. The PowerPoint summary should be 10-12 slides long.
2. The PowerPoint should mirror the written analysis, but just in summary and not copy and paste.
3. Bullet points, charts and graphs are encouraged as tools to help complete your summary.