Waldorf University Foot Locker Inc Marketing Plan Must be full 2 pages single-spaced (minimum 1200 words)This is an individual project where you will devel

Waldorf University Foot Locker Inc Marketing Plan Must be full 2 pages single-spaced (minimum 1200 words)This is an individual project where you will develop a comprehensive marketing plan for a ‘business to consumer’, tangible product for an existing Fortune 500 company. Pick a company that produces a very specific category of product – much like a shoe company. Avoid companies that are conglomerates like GE or Disney. Again, a business-to-consumer company – keep it simple and select a company you should study in business school. Your marketing plan can certainly be a signature piece of your academic portfolio when you are on the job market. Consider the marketing plan your final exam in the course. We will use Appendix 2A in our textbook as our guide for your Marketing Plan.Stage One ? Each student will provide a two-page, single-spaced, business block format proposal for the company and product/service you will use for your Plan. In the proposal include: a company profile including a brief five-year financial overview and its current marketing situation. Helpful sources for this assignment include: Datamonitor, Hoovers, Mergent, IBIS World – from our library databases. TRADITIONAL MARKETING PLAN TEMPLATE
Executive Summary:
Presents a brief summary of the main goals and recommendations of the plan for management review,
helping top management to find the plan’s major points quickly.
Current Marketing Situation:
Describes the target market and the company’s position in it, including information about the market,
product performance, competition, and distribution. This section includes:
? A market description that defines the market and major segments, then review customer needs
and factors in the marketing environment that may affect customer purchasing
? A product review that shows sales, prices, and gross margins of the major products in the product
line
? A review of competition, which identifies major competitors and assesses their market positions
and strategies for product quality, pricing, distribution, and promotion
? A review of distribution that evaluates recent sales trends and other developments in major
distribution channels
Threats and Opportunities Analysis:
The SWOT Analysis (Strengths, Weaknesses, Opportunities, and Threats) assesses major threats and
opportunities that the product might face, helping management to anticipate important positive or
negative developments that might have an impact on the firm and its strategies. You’ll want to highlight
and explain each issue within the SWOT.
Objectives and Issues:
States the marketing objectives that the company would like to attain during the plan’s term and discusses
key issues that will affect their attainment. For example, if the goal is to achieve a 15 percent market
share, this poses a key issue: How can market share be increased?
Marketing Strategy:
Outlines the broad marketing logic by which the business unit hopes to achieve its marketing objectives
and the specifics of target markets, positioning, and marketing expenditure levels. It outlines specifics
strategies for each marketing mix elements and explains how each response to the threats, opportunities,
and critical issues spelled out earlier in the plan.
Action Programs:
Spells out how 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? And how much
will it cost? This is one of the most important components as it is your true test of implementation of
your innovative plan.
Budgets:
Details a supporting marketing budget that is essentially a projected profit-and-loss statement. It shows
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. Once approved by higher
management, the budget is the basis for materials buying, production scheduling, personnel planning, and
marketing operations.
Controls:
Outlines the controls that will be used to monitor progress and allow higher management to review
implementation results and spot products that are not meeting their goals.

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