Complete Section I: Review of Marketing Plan
This week you will be completing section I of your Marketing Plan based on the company provided to you by your instructor in Week 1.
***COMPANY IS WALT DISNEY (NYSE: DIS)***
• Use Font Times New Roman, Size 12 with 1 inch margins
• Include cover page and reference page.
• At least 80% of your paper must be original content/writing.
• No more than 20% of your content/information may come from references.
• Use at least three references from outside the course material, one reference must be from EBSCOhost. Text book, lectures, and other materials in the course may be used, but are not counted toward the three reference requirement.
• Cite all reference material (data, dates, graphs, quotes, paraphrased words, values, etc.) in the paper and list on a reference page in APA style.
References must come from sources such as, scholarly journals found in EBSCOhost, CNN, online newspapers such as, The Wall Street Journal, government websites, etc. Sources such as, Wikis, Yahoo Answers, eHow, blogs, etc. are not acceptable for academic writing.
Section I: Review of Marketing Plan
Industry Background (min 250 words)
To include size, growth, current trends or developments affecting the program as well as macro-environment factors and issues (e.g. demographic, economic, political, technological, social, cultural, environmental).
Company Snapshot (min 250 words)
To include place in the industry (size, growth, image), sales history, target markets, positioning and brand review. Also to include market share and market growth, SWOT, key benefits and brand image
Product/Brand Description (min 250 words)
To include market share and market growth, SWOT, key benefits, product image and product positioning
Competitive Review (min 250 words)
To include direct and indirect competitors by discussing target markets, positioning, current advertising, sales promotions, public relations and direct marketing programs, as well as message and media strategies.
Buyer Analysis (min 250 words)
To include user profile (demographic, geographic, psychographic and behavioristic factors), buying decision process, who buys the product, who influences the purchase decision, who makes the decision and decision criteria.
Marketing Goals (min 500 words)
To include what is to be accomplished by the overall marketing program. The situation analysis is the foundation for the marketing goals. They are defined in terms of one or some combination of the following: sales volume, market share, sales revenue, profit and return on investment.