Global Marketing Final 1 MKT 315 Global Marketing Signature Assignments Final Project: Marketing Plan
Guidelines and Rubric
Overview
The final project for this course is the development of a strategic marketing plan based on a new product or service supplied by an existing corporation. The
overall goal of the strategic plan is to successfully bring the product from concept to market, based on research and analysis. The project is broken down into
milestones that will help guide the student through the distinct components of the plan, which will be utilized within the final project. The final project is divided
into nine milestones, which will be submitted at various points throughout the course to scaffold learning and ensure quality final submissions. There is one
milestone due in each of the first nine modules. The final project is due in Module Nine.
The company choice, as well as the type of product or service, has to be a Global company such as Apple, Toyota, Google, Samsung, Walmart, CVS, and
Volkswagen. Your overall goal is the creation of a strategic plan to successfully bring your product from concept to market, based on research and analysis. The
project is broken down into milestones that will help guide you through distinct components of the plan, which will be used in the final project. The components
of this project will be addressed in milestones spread throughout the course, allowing for practice and feedback before incorporation. These milestones include
choice and research of a corporation, along with determination of suggested new product; analysis of the business mission statement; SWOT analysis;
development of marketing objectives; development of a marketing strategy; and determination of an appropriate implementation, evaluation, and control
program. The final submission incorporates all components into a strategic marketing plan. I
The marketing techniques that align with an organization’s strategic
focus, culture, and current business processes
Recommend product, price, promotional, and distribution strategies for a pre-defined target market through organizational marketing plans
Maximize internal and external opportunities through the integration of marketing concepts, theories, and models
Develop effective marketing strategies that address commercial, legal, and cultural aspects in global business environments
Analyze marketing practices for compliance with legal systems, regulatory standards, and ethical practices
Prompt
Specifically, your marketing plan should contain an in-depth analysis that addresses the following critical elements:
I. Product Idea and Mission Statement – Formulate an idea for a new product or service to be offered by an existing company. Show how your product is
aligned with your chosen company’s mission statement.
A. Overview – Give an overall description of your chosen business and proposed product/service, specifically defining the marketing environment,
the intended target markets, and the benefits sought by potential customers.
B. Mission Statement – Analyze the mission statement of your chosen business. Does the company’s mission statement focus on the market or
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markets that your new product is attempting to serve? Is it broad enough to adequately describe the company focus and core values? Is it too
broad? Does it encompass minute details?
II. SWOT Analysis – The SWOT analysis, sometimes referred to as a situational analysis, identifies an organization’s internal strengths and weaknesses, as
well as external opportunities and threats. For your company, perform a SWOT analysis, detailing the elements below:
A. Internal – Determine the internal components (strengths and weaknesses) of the marketing environment. Make sure to consider production
costs, marketing skills, financial resources, company or brand image, employee capabilities, and available technologies.
B. External – Determine the external components (opportunities and threats) through an environmental scan. Make sure to consider political,
economic, social, and technological events, as well as trends and expectations.
III. Marketing Objectives – Before the specific details of a marketing plan can be developed, objectives for the plan must be stated. Without objectives,
there is no basis for measuring the success of your marketing plan activities. Marketing objectives are statements of what is to be accomplished through
marketing activities.
A. For your company, formulate at least five marketing objectives related to the new product/service that are realistic, measurable, time specific
and comparable to a benchmark.
B. Discuss the objectives as they relate to commercial, legal, and cultural aspects of a global business environment.
IV. Marketing Strategy – The marketing strategy involves all of the activities of selecting and describing one or more target market segments and
developing and maintaining a marketing mix that will produce mutually satisfying exchanges with target markets.
A. For your new product, recommend a detailed marketing strategy that describes your target market. Possible variables include demographics,
psychographics, geographies, and behavioral segments. You may also choose to describe the market in terms of anticipated growth, revenue
opportunities, past performance, etc. The strategy needs to be measurable, sustainable, accessible, and reachable. Describe your rationale for
selecting the target market(s). Why are these markets attractive from a marketing standpoint?
B. Provide a detailed description of the marketing mix, including product, place (distribution), promotion, and pricing strategies.
C. Does the recommended marketing strategy specifically relate to the company’s strategic focus, culture, and current business processes? Discuss
how each component is addressed.
V. Implementation, Evaluation, and Control (IEC) – Implementation is the process that turns a marketing plan into action assignments and ensures
assignments are executed in a way that accomplishes the plan’s objectives. Evaluation involves gauging the extent to which the marketing objectives
have been achieved during the specified time period. Control provides mechanisms for evaluating marketing results in light of the plans of objectives
and for correcting actions that do not help the organization reach those objectives within budget guidelines.
A. How do you intend to implement your marketing plan? Detail specific action items and describe how they will be executed.
B. Does your marketing plan comply with legal systems, regulatory standards, and ethical practices? How do you know? Is there a formal process of
evaluation? Should there be? Explain.
C. After initial implementation, how you intend to evaluate and control the overall marketing plan?
Assignments Weeks 3, 6, 9 (Final Paper Due Week 9)
Week 2: Product Idea
In Week 2, you will choose an existing organization and submit a proposal describing a new product or service that it should bring to market. If your idea is a
product, describe the product, its functionality, and how it works. If it is a service, describe the service offering so that readers understand what they would
receive. Your product or service should address a problem or gap that is not being sufficiently addressed by current solution providers, i.e., your competition.
Submit your proposal via our discussion board.
Due Week 3: Mission Statement
In week 3, you will analyze the organizational mission statement for the company for which you are writing a marketing plan. Explain how your new product idea
aligns with the company’s mission statement.
Due Week 3: SWOT Analysis
In week 3, you will develop the SWOT analysis for your company. The SWOT analysis includes the standard four-quadrant chart, with bulleted items for each ofthe
strengths, weaknesses, opportunities, and threats, and written support in narrative form.
Due week 3 Organizational Objectives & Strategy
In week 3, you will address the organizational objectives and the target market plan for your company. You need to develop at least five marketing objectives as
part of your planning process. These answer the question, “What do you plan to accomplish?” Objectives should be realistic, measurable, and time specific.
Objectives must also be consistent, and indicate the priorities of the organization.
Due Week 6: Marketing Strategy—Product/Service
In week 6, you will describe for your audience what it is that you wish to bring to market. If it is a product, describe the product, its functionality, and how it
works. If it is a service, describe the service offering so that readers understand what they would receive.
Due week 6: Marketing Strategy—Pricing
In week 6, you will determine the price you will charge for your product, or, if you have chosen a service, determine its pricing (this may be based on an
“average” price per service rendered).
Due Week 6: Marketing Strategy—Distribution
In week 6 you will describe the channels of distribution structure you will use to get your product or service into the market.
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Due in Week 6 t: Marketing Strategy—Promotion
In Week 6, you will develop a promotional effort for your marketing plan that embraces integrated marketing communications (IMC). This includes a clearly-
stated message that is consistently communicated to your stakeholders.
Due in week 6: Implementation, Evaluation, and Control
In week 6, you will write a paper that addresses how you intend to implement, evaluate, and control (IEC) all of the marketing activities that are describedthroughout
your marketing plan.
Final Submission: Marketing Plan
In week 9, you will submit your final marketing plan. It should be a complete, polished artifact containing all of the critical elements of the final project prompt.
It should reflect the incorporation of knowledge gained throughout the course and feedback from each of your milestone worksheets. This submission will be
graded with the Final Project Rubric.
Deliverables
Week Deliverables Assignment Due Grading
2 Product Idea 2 using rubric
3 Mission Statement 3 using rubric
3 SWOT Analysis 3 using rubric
3 Organizational Objectives & Strategy 3 using rubric
6 Marketing Strategy—Products/Service 6 using rubric
6 Marketing Strategy—Pricing 6 using rubric
6 Marketing Strategy—Distribution 6 using rubric
6 Marketing Strategy—Promotion 6 using rubric
6 Implementation, Evaluation, and Control 6 using rubric
Final Project: Marketing Plan 9 Graded separately; Final Project Rubric
Final Project Rubric
Guidelines for Submission: Students should submit a well-developed marketing plan in 15–20 pages, including a title page and reference page. The paper should
be a Microsoft Word document with double spacing, a minimum of five references, 12-point Times New Roman font, one-inch margins, and APA formatting.
Critical Elements Exemplary (100%) Proficient (90%) Needs Improvement (70%) Not Evident (0%) Value
Product Idea and
Mission Statement:
Overview
Meets “Proficient” criteria and
the description of the
marketing environment,
intended target markets, and
benefits sought by potential
customers is comprehensively
detailed in a manner that lays a
solid foundation for the
marketing plan
Provides a detailed description
of the chosen business and
proposed product/service,
specifically defining the
marketing environment,
intended target markets, and
benefits sought by potential
customers
Provides a description of the
chosen business and proposed
product/service, but definition
of the marketing environment,
intended target markets, or
benefits sought by potential
customers is loosely defined,
lacks in detail, or is missing key
components
Does not provides a description
of the chosen business and
proposed product/service
10
Product Idea and
Mission Statement:
Analysis
Meets “Proficient” criteria and
uses concrete examples to
substantiate claims
Analyzes the business mission
statement through the
determination of market focus
and appropriateness,
specifically in regards to
company focus and core values
Analyzes the business mission
statement through the
determination of market focus
and appropriateness, but does
not address company focus and
core values or analysis lacks
sufficient detail
Does not analyze the business
mission statement through the
determination of market focus
and appropriateness
10
SWOT Analysis:
Internal
Meets “Proficient” criteria and
data is supported through
detailed and comprehensive
environmental scanning
Provides a concise listing of
strengths and weaknesses of
the marketing environment
with appropriate support
Provides a listing of strengths
and weaknesses of the
marketing environment, but
does not appropriately identify
all items or list is missing major
strengths or weaknesses
Does not provide a listing of
strengths and weaknesses of
the marketing environment
10
SWOT Analysis:
External
Meets “Proficient” criteria and
data is supported through
environmental scanning
Provides a detailed and
comprehensive listing of
opportunities and threats of
the marketing environment
Provides a listing of
opportunities and threats of
the marketing environment,
but does not appropriately
identify all items or list is
missing major strengths or
weaknesses
Does not provide a listing of
opportunities and threats of
the marketing environment
10
Marketing
Objectives:
Formulation
Meets “Proficient” criteria and
recommendations include
rationale for the development
of each marketing objective
Recommends realistic,
measurable, and time-specific
marketing objectives and
identifies the benchmark to
which they will be compared
Recommends marketing
objectives, but they fail to
completely adhere to being
realistic, measurable, and time-
specific or submission does not
identify the benchmark to
which they will be compared
Does not recommend
marketing objectives
14
Marketing
Objectives: Relation
Meets “Proficient” criteria and
gives concrete examples to
authenticate the relationships
Comprehensively outlines the
relationship between the stated
objectives and commercial,
legal, and cultural aspects,
specifically in context with a
global environment
Outlines the relationship
between stated objectives and
commercial, legal, and cultural
aspects, but not specifically in
context with a global
environment, or the discussion
lacks breadth and depth
Does not outline the
relationship between stated
objectives and commercial,
legal, and cultural aspects
14
Marketing Strategy:
Target Market
Meets “Proficient” criteria and
recommendation and rationale
are comprehensively portrayed
Recommends a detailed
marketing strategy for the new
product that is measurable,
sustainable, accessible, and
reachable and provides
rationale for selecting the
target market
Recommends a marketing
strategy for the new product,
but the strategy does not meet
all aspects (measurable,
sustainable, accessible, and
reachable), or rationale for
selecting the target market
lacks sufficient detail
Does not recommend a
marketing strategy for the new
product
30
Marketing Strategy:
Marketing Mix
Meets “Proficient” criteria and
clarifies the tactics used as part
of the marketing to promote
either the brand or product
Provides a detailed description
of the marketing mix, including
product, place (distribution),
promotion, and pricing
strategies
Provides a description of the
marketing mix, including
product, place (distribution),
promotion, and pricing
strategies, but description lacks
detail or is missing key
components
Does not provide a description
of the marketing mix
40
Marketing Strategy:
Relations
Meets “Proficient” criteria and
ties the relationships together
to fully contextualize overall
connections
Provides insight into the
relationships between the
recommended marketing
strategy and the company’s
strategic focus, culture, and
current business processes
Provides insight into the
relationships between the
recommend marketing strategy
and the company’s strategic
focus, culture, and current
business processes, but the
discussion is limited in detail or
misses key components
Does not provide insight into
the relationships between the
recommend marketing strategy
and the company’s strategic
focus, culture, and current
business processes
10
Does not suggest evaluation
and control methods to ensure
achievement of objective
outlined in the marketing plan
IEC: Implementation Meets “Proficient” criteria and
justifies the selection of the
action items
Recommends specific and
detailed action items, along
with a plan for accomplishing
each of those objectives
Recommends action items,
along with a plan for
accomplishing each of those
objectives, but the items or the
plan for accomplishing them
are not clearly articulated
Does not recommend action
items, along with a plan for
accomplishing each of those
objectives
14
IEC: Compliance Meets “Proficient” criteria and
submission either details the
process in place for verifying
compliance or identifies a
process that could be used for
compliance issues
Determines compliance with
legal systems, regulatory
standards, and ethical practices
Addresses compliance with
legal systems, regulatory
standards, and ethical
practices, but detail is lacking
for a full determination
Does not address compliance
with legal systems, regulatory
standards, and ethical practices
14
IEC: Evaluation and
Control
Meets “Proficient” criteria and
evaluation and control methods
suggested take restrictions due
to budgeting constraints into
consideration
Suggests detailed evaluation
and control methods to ensure
achievement of objective
outlined in the marketing plan
Suggests evaluation and control
methods to ensure
achievement of objective
outlined in the marketing plan,
but suggestions are not
sufficiently detailed or are not
realistic
14
Articulation of
Response
Submission is free of errors
related to citations, grammar,
spelling, syntax, and
organization and is presented in
a professional and easy-to-read
format
Submission has no major errors
related to citations, grammar,
spelling, syntax, or organization
Submission has major errors
related to citations, grammar,
spelling, syntax, or organization
that negatively impact
readability and articulation of
main ideas
Submission has critical errors
related to citations, grammar,
spelling, syntax, or organization
that prevent understanding of
ideas
10
Total 100%
