Collaborative Marketing Plan 1

Include the following in your Group Discussion forum:

A thread that summarizes your group’s commitment to the project. This should include key criteria such as group expectations for participation by group members as well as a schedule related to member participation.

Note that the group project includes both individual posts, review and critique of member posts and finally, a group consolidation of information for each module.

A thread in Group DB Forum 1 explaining your idea for a new product, the name of the company that will launch the new product and a short description of the company.

Read ch. 3 for changing consumer and environmental trends that give rise to unmet or changing needs.

You should also read ch. 8 & 10 to get an idea how marketing research can be used to support the development of new products. Finally, a thread with Draft 1 of your Marketing Plan (MP) attached as a Word file.

Your draft should contain the following sections: Company Description: Please see page 47 in your text for an example of the expected information in this section. Strategic Focus: You must research the company and identify the company’s mission (why the company exists; whom does the company serve) and (if possible) their vision (what does the company want to achieve – e.g., grow to become the industry leader, gain #1 status in the market; become known as an environmental leader).

Company Goals: This one may be more difficult, but you may be able to find annual statements for the company (if it is publicly traded) or comments / speeches by the company CEO / president that will help you to identify either financial or non-financial goals.

Core Competencies and Sustainable Competitive Advantage (SCA): Information on these two topics may not be readily apparent (especially the source of the company’s SCA, but you should look for information on these topics as you work through the elements of the MP.