Strategic Marketing Plan 2 Type your Name here American InterContinental University Strategic Marketing Plan: Type Name of your Product/Service Here Date of Submission Abstract This is a single paragraph, no indentation is required. The next page will be an abstract; “a brief, comprehensive summary of the contents of the article; it allows the readers to survey the contents of an article quickly” (Publication Manual, 2010). The length of this abstract should be 35-50 words (2-3 sentences). NOTE: the abstract must be on page 2 and the body of the paper will begin on page 3. Edit each assignment so that only the pertinent aspects are added to your Final Plan. Update any assignment if necessary. If the materials in the weekly assignments contain citations, then they should be included in this paper as well. Strategic Marketing Plan: Type Name of your Product/Service Here Introduction Remember to always indent the first line of a paragraph (use the tab key). The introduction should be short (2-3 sentences). Mission Statement Remember: the mission statement is a succinct statement of 25 words or less. Objectives The content comes from our study of marketing objectives. They should be stated as bullet points. Remember the SMART acronym. Only two to three objectives should be selected. Customer Targets The discussion of your target market, when combined with your discussion of your competitor targets and industry overview, will comprise a major section of the plan. These three components together will comprise 2 ½ to 3 pages of your plan. Be sure to include demographics, geographics, and any other segmentations chosen for your product/service. The Census Bureau can be an excellent source for this segment of your paper. Include, either here or at the end of your discussion of your competitors and their targets, a thorough discussion of your industry. Is it trending up, down, flat? Where are there growth opportunities? Competitor Targets Identify two to three competitors. Include historical information and detail their target markets. You must utilize sources from the library in addition to using these companies’ websites. Hoover’s is an excellent source to use Product/Service Features Product/Service Features. This section should be a substantive discussion not only of your product’s features, but also of your core competencies. The discussion will be two to three paragraphs. Core Strategy Your core strategy is comprised of your value proposition and your positioning statement plus your mission statement. The message you deliver through your IMC elements will be based on the value/s you’re proposing to deliver and the position you want to occupy in your target market consumers’ minds. Marketing Mix: Communications & Promotion The content on Marketing Mix: Communications & Promotion (include Rationale, Messages & Measurement Strategy) will be 2 ½ to 3 pages of content. Include which 3 IMC elements you’ll utilize, why and ho.

1. Strategic Marketing Plan 2
Type your Name here
American InterContinental University
Strategic Marketing Plan:
Type Name of your Product/Service Here
Date of Submission
Abstract
This is a single paragraph, no indentation is required. The next
page will be an abstract; “a brief, comprehensive summary of
the contents of the article; it allows the readers to survey the
contents of an article quickly” (Publication Manual, 2010). The
length of this abstract should be 35-50 words (2-3 sentences).
NOTE: the abstract must be on page 2 and the body of the paper
will begin on page 3.
Edit each assignment so that only the pertinent aspects are
added to your Final Plan. Update any assignment if necessary.
If the materials in the weekly assignments contain citations,
then they should be included in this paper as well.
Strategic Marketing Plan:
Type Name of your Product/Service Here
Introduction
Remember to always indent the first line of a paragraph (use the
tab key). The introduction should be short (2-3 sentences).
Mission Statement

2. Remember: the mission statement is a succinct statement of 25
words or less.
Objectives
The content comes from our study of marketing objectives.
They should be stated as bullet points. Remember the SMART
acronym. Only two to three objectives should be selected.
Customer Targets
The discussion of your target market, when combined with your
discussion of your competitor targets and industry overview,
will comprise a major section of the plan. These three
components together will comprise 2 ½ to 3 pages of your plan.
Be sure to include demographics, geographics, and any other
segmentations chosen for your product/service. The Census
Bureau can be an excellent source for this segment of your
paper. Include, either here or at the end of your discussion of
your competitors and their targets, a thorough discussion of
your industry. Is it trending up, down, flat? Where are there
growth opportunities?
Competitor Targets
Identify two to three competitors. Include historical information
and detail their target markets. You must utilize sources from
the library in addition to using these companies’ websites.
Hoover’s is an excellent source to use
Product/Service Features
Product/Service Features. This section should be a substantive
discussion not only of your product’s features, but also of your
core competencies. The discussion will be two to three
paragraphs.
Core Strategy
Your core strategy is comprised of your value proposition and
your positioning statement plus your mission statement. The
message you deliver through your IMC elements will be based
on the value/s you’re proposing to deliver and the position you
want to occupy in your target market consumers’ minds.
Marketing Mix: Communications & Promotion
The content on Marketing Mix: Communications & Promotion

3. (include Rationale, Messages & Measurement Strategy) will be
2 ½ to 3 pages of content. Include which 3 IMC elements you’ll
utilize, why and how you will use them. Then also include why
you are not choosing the other 2 IMC elements. Be sure to
include how you will utilize the internet in your IMC. Be
detailed in this section. Make sure you include how you will
measure the effectiveness of your 3 chosen IMC elements (hint:
Google Analytics, customer surveys, etc.) Discuss the message
that will be conveyed, which is based on your value proposition
and positioning statements.
Marketing mix: Price
The focus here is on your pricing objectives and strategies,
rather than setting a specific price. This section needs to be 2 to
3 paragraphs. Research can support why you’ve chosen your
particular objectives and strategy. The three most common
pricing strategies for new products are price skimming, price
penetration, and premium pricing. On our chats, we discussed
these and the other strategies as well as possible objectives for
your pricing. Be sure to include research on why your chosen
pricing strategy is the best one for your product/service Hint:
there is excellent content in Entrepreneur magazine on pricing.
Marketing Mix: Channels of Distribution
Specify the type of distribution channel/s you will use and
include rationale. Research MUST include articles from the
library’s full-text databases. This section should be 1 to2 pages
in length. You may want to include channel organization in your
discussion. There is content in your textbook and in intellipath
on channels of distribution. (Hint: KnowThis in our library has
excellent short tutorials on distribution. You’ll find this source
listed under web resources. If you need help finding it, be sure
to contact a librarian for assistance.)
Marketing Mix: Customer Relationship Management
Detail how you will incorporate CRM into your plan. Be sure to
include a discussion on the role of technology that will be used
to support your CRM. Research MUST include articles from the
library’s full-text databases. This section should be 1 ½ -2

4. pages in length. Keep in mind that CRM is how you keep a
customer once they’ve purchased from you. Some CRM
techniques include customer loyalty programs, birthday
discounts, free shipping. You’ll find a wealth of articles on this
topic.
Conclusion
Add some concluding remarks-can be a sentence or two.
Total length of paper needs to be 10 to 12 pages of well-written,
well-researched content.
References
NOTE: The reference list starts on a new page after your
conclusion. You’ll need to format this page using APA. Be sure
to use your textbook as a resource and then you’ll need
approximately 20 sources total. I’ve shared resources during our
chats. Always remember our wonderful librarians are available
12 hours Sat-Thursday and 8 hours on Friday to help you find
research material.
STRATEGIC MARKETING PLAN
INTRODUCTION
This assignment entails development of a comprehensive
strategic marketing plan for a new product or service that is
ready to “go to market”. A Project Template is provided that
allows you to organize your work in increments and see how the
sections come together to produce a comprehensive plan.
PRODUCT/SERVICE
This assignment requires application of concepts learned to
build a strategic marketing plan for a new product or service
that is ready to “go to market”. You will not be allowed to
mimic plans or ideas from larger or already "in-place"
campaigns. You must develop the business concept in its
entirety.

5. · Describe the new product or service.
· Discuss the qualities that make this product/service new to the
marketplace and the rationale for your decision to pursue the
concept. Be sure to pick a product or service that is ready to
market. If you are developing a new product, assume that the
development phase is over and you are ready to launch the
product into the marketplace.
OBJECTIVES/MISSION STATEMENT
Create a Mission Statement. State your short-term
MARKETING objectives (one year). Assume that the
product/service is ready to launch at the beginning of the year
(planning and testing have been completed).
· Marketing objectives include goals for sales, profits, market
share (as examples)
· Objectives need to be quantifiable. Use the SMART
acronym—simple, measurable, achievable, relevant, and time-
specific—in formulating your objectives. An objective with a
100% goal is not acceptable
TARGET MARKET
Identify your target market. Provide a specific demographic
profile and rationale for this decision. Another source that may
help you: The US Census Bureau's American Fact Finder.
Consider the size of the market and its purchasing power.
Research is required to back-up your selection and to provide
statistics to show that it is a viable market.
COMPETITION
Analyze your competition. Who are they? Who are the biggest
players? How large is the market? What are the trends/forecasts
in the industry? How does your product/service fit in? Hoover's
Pro in the Library is a good tool for this section; it may be
accessed under Find Web Resources.
PRODUCT/SERVICE FEATURES
Provide a brief overview of the product or service.
· State the features of your product/service. Show how it's
innovative and different. It may be unique because of the area
in which you plan to market it.

6. · Discuss legal and ethical implications that could affect the
marketing process. This will require research.
CORE STRATEGY
Discuss your Core Strategy and make sure to connect it to your
Mission & Objectives. Include a discussion on Product/Service
Positioning.
MARKETING MIX: COMMUNICATIONS & PROMOTION
The Marketing Mix is the set of decisions about
communications and promotion, price, channels of distribution,
and customer relationship management. An integrated marketing
communications (IMC) approach delivers a clear and consistent
message to your consumers and is connected to your Core
Strategy.
1. Discuss the aspects of the IMC. (The elements of the
communication mix include: advertising, direct marketing, sales
promotion, publicity/public relations and personal selling.)
Define each and discuss the pros and cons of the individual
elements.
2. Provide a detailed description of your IMC approach. Explain
your rationale for choosing or rejecting the specific elements
(include applications to the earlier research section). What
changes do you expect to make as the product/service matures?
3. Describe the message you wish to communicate based on
your core strategy. Explain your rationale for the message.
Formulate how you will communicate with your target market?
Be specific. How will the internet be used in your IMC
approach?
4. Select and explain the most suitable method for measuring
advertising effectiveness. Your decision must include research
to back up the selected method. Be sure to explain why this is
the most effective method to measure the effectiveness of your
marketing campaign.
MARKETING MIX: PRICE
Discuss what pricing objectives you would consider for your
product/service. The Objectives should be based on the various
theories presented in marketing literature and take in to account

7. competitor pricing. Including background on value proposition,
positioning, and target market is necessary. All of these
components provide rationale for the chosen pricing scheme.
MARKETING MIX: CHANNELS OF DISTRIBUTION
Channels of Distribution: Specify the type of distribution
channel you will use and include rationale.
MARKETING MIX; CUSTOMER RELATIONSHIP
MANAGEMENT
Customer Relationship Management -Detail how you will
incorporate CRM into your plan. Be sure to include a discussion
on the role of technology that will be used to support your
CRM.
CONCLUSION
REFERENCES
The assignment requires the use of ARTICLES from the
library's full-text databases. Articles are found in periodicals.
These are not to be confused with eBooks or Reference Books.
The most popular databases in marketing are: ABI Inform
Global, Academic Search Premier, and Business Source
Premier.
Your report MUST include a reference list. All research should
be cited in the body of the paper. In-text citations and
corresponding references should be included in your paper. For
more information on APA, please visit the APA Lab. The paper
should be written in third person; this means words like "I",
"we" and "you" are not appropriate. The use of direct quotes is
discouraged, but may be used sparingly in appropriate
situations.
Grading will be based on content, application, research,
mechanics (APA format, spelling grammar, and punctuation),
and style (organization, readability, and using your own words).
Assignment Objectives
Analyze marketing decision support systems and their impact
upon marketing management systems.
Describe the key factors, such as demographic, economic,
natural, technological, political, and cultural developments, that

8. affect marketing strategies.
Assess the major influences in current consumer and
organizational buying decisions.
Analyze the appropriate marketing strategies to apply at each
stage of the product life cycle.
Construct a strategic marketing plan.
Competencies and Knowledge
What competencies were you able to develop in researching and
writing the course Comprehensive Project?