MK 630 Strategic Mktg Plng & Dec Making
S1P 2009 MBD
Dane, Kristopher Ryan
M.B.A., Park UniversityB.S Finance Management, Park University
By appointment or email
5:30 - 9:50 PM
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Learning Outcomes: Core Learning Outcomes
Late Submission of Course Materials: Unless approved by the instructor, late assignments will be rejected and a grade of "F" will be assigned.
Classroom Rules of Conduct:
1. Describe and Evaluate Audi's Brand Building Initiatives. (100 points)
2. ARTICLE SUMMARY- The Big Opportunity, (50 points)
By Krysten Crawford
ARTICLE SUMMARY- LISTENING TO STARBUCKS, (100 points)
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Park University 2008-2009 Graduate Catalog Page 25
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BUSINESS PLAN OUTLINES
Present a brief summary of the main goals and recommendations of the plan for management review, helping top management to find the plan’s major point quickly. A table of contents should follow the executive summary.
· In one- to three-page summary, describe the company’s products/services, their user benefits, and evidence of their acceptance by customers; management’s qualifications and major accomplishments; the amount of and uses for capital required; investor benefits; market size and growth rate; and the identity of the company’s market niche.
· For each officer of the company, please provide the following information: name, years of experience in the company’s industry, responsibilities/functions of positions with company; salary, bonus, ownership interest in the company; relevant qualities, achievements, track record, and education.
· What are the strengths and weaknesses of the company’s management team and its board of directors?
· Explain how the company will add capable members to its management team.
· Explain how will the management team grow and continually improve itself.
Provide an organization chart that reflects the company’s management hierarchy.
· Core competency and Sustainable Competitive Advantage
· Situation Analysis (SWOT)
· Define the approximate size, in units and dollars, of the target market for each of the company’s products/services.
· Provide management’s estimate of the company’s market share and associated industry rank for both the last three years (actual) and the next three years (projected).
· What has been the growth and profitability history of the industry, and what are its future prospects? If the projected growth rate exceeds the historical growth rate, discuss the major factors behind the company’s assumptions (e.g., technological breakthroughs, lower production costs that can be passed on to customers).
· In which geographic areas are the company’s sales concentrated?
· Please explain why customers have purchased/will purchase the company’s products/services. What benefits do your products/services offer to your customers (e.g., quality, service, price, styling, convenience, and improved technology)? What previously unsatisfied customer needs do the company’s products/services fulfill?
· How will the company’s products/services be marketed (i.e., pricing, promotion, advertising, trade show participation, distribution channels/sales organization, customer service/warranty program, return privileges)?
· Explain the competitive forces that affect your industry and/or market segment (i.e., rivalry among existing firms, threat of new entrants, threat of substitute products, bargaining power of suppliers, bargaining power of customers).
· Define your major competitors’ future goals, current strategies, and assumptions about the industry/
· Compare the company’s strengths and weaknesses with those of its major competitors.
· Provide an analysis of how the company’s management plans to capitalize on competitors’ weaknesses and how it will counteract competitors’ strengths. Understanding the competitions’ strengths and weaknesses, as well as your own, are key to defending your market share, uncovering market opportunities, and developing an effective unique selling proposition.
· Explain how the company differentiates/will differentiate its products/services from the competitions.
· Describe how your company will monitor the competition on the continual basis.
· Customer characteristics (demographic, household composition etc.)
· Define how the company will sell its products/services (e.g., executive selling, in-house sales force, sales representatives, distributors, direct mail, and retailers). Provide economic justification for your choice of selling methods.
· Spells out how your marketing strategies will be turned into specific action programs that answer the following questions: what will be done? When will it be done? Who is responsible for doing it? How much it will cost?
· Detail a supporting budget that is essentially a projected profit-and-loss statement. It must show expected revenues (forecasted number of units sold and the average net price) and expected costs (of production, distribution, and marketing). The difference is the projected profit.
· Outline the control that will be used to monitor progress and allow upper management to review implementation results and spot products/and or services that are not meeting their goals.
Last Updated:12/20/2008 9:56:01 AM