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17 views3 pages

Updated Project Outline

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em2547160
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We take content rights seriously. If you suspect this is your content, claim it here.
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ARAB ACADEMY GRADUATE SCHOOL OF BUSINESS

Course Title: Marketing Management Course Instructor: Dr. Rana Shaaban

Course Code: MKT936

Project Outline: Marketing Plan for a Newly Developed Product

1.0 Executive Summary

Overview: Briefly summarize the new product, market opportunity, and marketing strategy.

Objectives: Outline primary marketing and financial objectives.

Value Proposition: Define the unique value the product brings to the market.

2.0 Business Mission and Values

Mission Statement: Describe the company’s mission and how it aligns with this new product.

Core Values: Explain brand values and how they connect with target customers.

3.0 Corporate Strategy

Growth Strategy: Outline the company’s overall growth strategyand how this new product
contributes to it.

Competitive Advantage: Define how this product enhances the company’s competitive
positioning.

4.0 Situation Analysis

Market Summary:

o Size & Growth: Provide an overview of market size, growth potential, and
demand trends.
o Customer Needs: Identify key needs and how the new product addresses them.
o Trends: Highlight relevant market trends, such as digital advancements or
cultural shifts.
SWOT Analysis:

o Strengths & Weaknesses: Discuss internal resources, capabilities, and


limitations.
o Opportunities & Threats (PESTEL): Analyze external factors, including
political, economic, social, technological, ecological, and legal aspects.

Competition Analysis:

o Key Competitors: Identify major competitors and their positioning.


o Competitive Strategies: Summarize competitors’ strengths, weaknesses, and
competitive approaches.

5.0 Company Goals and Generic Strategy

Long-term and Short-term Goals: Define the goals for the new product.

Generic Strategy: Determine if the product’s strategy will focus on cost leadership,
differentiation, or focus.

6.0 Marketing Strategy

6.1 Key Performance Indicators (KPIs):

o KPIs: Define specific metrics to track progress toward objectives.


o SMART Criteria: Ensure each KPI is Specific, Measurable, Achievable,
Relevant, and Time-bound.

6.2 Target Markets:

o Segmentation Strategy: Describe segmentation (demographic, psychographic,


behavioral, geographic).
o Customer Personas: Build profiles of typical customers in each target segment.

6.3 Positioning:

o Positioning Map: Visualize the product’s position relative to competitors.


o Differentiation Factors: Outline unique qualities that set the product apart.
o Positioning Statement: Craft a concise statement of the product’s positioning.
6.4 Strategies

Product Strategy: Define product features, attributes, branding, packaging, and labeling.

Pricing Strategy: Explain the pricing model and rationale (e.g., penetration, value-added
pricing).

Distribution Strategy: Describe distribution channels and any service support provided.

Marketing Communication Strategy:

o Promotional Tactics: Include both digital and traditional media plans.


o Engagement Metrics: Outline methods for measuring engagement.

6.5 Marketing Mix (4Ps)

• Product: Key features, benefits, and brand elements.


• Price: Pricing structure and promotional pricing.
• Place: Distribution strategy and geographic focus.
• Promotion: Integrated marketing communication channels (social media, online,
offline).

6.6 Marketing Research

• Data Collection: Specify methods for gathering market intelligence.


• Research Application: Explain how data will guide ongoing strategy adjustment.

7.0 Financials

• Budget: Outline budget allocations across marketing activities.


• Forecasts: Project revenue and profit based on the expected impact.

8.0 Controls

• Monitoring Mechanisms: Describe processes for tracking marketing effectiveness.


• Corrective Actions: Outline procedures for adjusting tactics in response to performance.

9.0 Project Presentation (PowerPoint) and Report Submission (PDF on Moodle,


1 Per group with a page containing names and registration numbers)

• Presentation Time: 20 minutes.

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