WELCOME TO

INDUSTRY MARKETING PLAN

MKT 2260
Professor: Margaret O’Brien
MKT 2260 Week 1 2

What’s up for today’s class?

1. Course Overview
2. What is a marketing plan?
3. How to conduct at SWOT analysis
4. SWOT Workshop (not to be submitted)
5. Hour 2 – Meet your client!
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Let’s cut to the chase…

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What is our end game this semester?

To create a Marketing Plan for your client!
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Marketing Plan Assignment

This plan will be created as follows:

• Deliverable 1 (Marketing Opportunity) due Week 5

• SWOT (external and internal analysis), marketing opportunity, defined target
market, positioning strategy & statement, perceptual map
• Deliverable 2 (Marketing Mix) due Week 10
• Marketing objectives (financial, product, price, IMC, digital marketing &
distribution), product & brand strategy, price strategy, IMC strategy,
distribution strategy – all supported by marketing research
• Marketing Plan and Individual Exec Summary due Week 13
• Revisions to Deliverables 1 & 2
• Plus an implementation plan (activities, costs and blocking chart) and
financial analysis (revenue and costs).
• Exec Summary - 2 page summary of key content
• Final Marketing Plan Presentation (MKT2261) - Week 14
• Includes updates and revisions from Marketing Plan submissions
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Final (Client) Presentation

• To earn the privilege of presenting to an assigned client, the team
must:
• Achieve a minimum grade of 70% in each of the following:
* MKT 2208: Digital Marketing Strategy
* MKT 2261: Marketing Research Report
* MKT 2292: IMC Execution Plan
* MKT 2260: Industry Marketing Plan (overall grade)
• Achieve one of the top 2 positions (of total teams working for a single
client) based on grades achieved on the Industry Marketing Plan effort
along with the team’s demonstrated ability to work cooperatively and
productively with the client and amongst themselves

• Teams that do not qualify for the above client presentation at the end
of the semester, will present their final marketing plan to a panel of
marketing faculty members.
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Class Format
Student Role Prof Role

• Active classroom learning – you • Coach – I will guide and assist.

will learn through researching,
reading, thinking, discussing with
colleagues, discussing with the
prof, asking questions,
answering questions.
MKT 2260 Week 1 8

Course Delivery Format

1. Learn a concept – primarily prior to class
2. Apply the concept – during class time (break out rooms)
3. Apply the concept to your project deliverable – in class
and out
• Limited lecture
• Class time to learn through application
• Reading material required to complete hybrid assignments
• Please come prepared to class to participate in class
discussions; read your text, review the material on
Brightspace, complete the hybrid
• Weekly mandatory workshops
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Weekly Workshops
• Mandatory workshops every week
• Workshops must be completed before leaving class
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Brightspace
• Course is organized by week:
• Each week’s content available one week in advance
• Key areas utilized within Brightspace:
• Announcements are posted weekly
• Weekly Folders
• Weekly folders include all notes, assignments, etc.
• Marketing Plan
• On-line Grade book
• Course Information
• Prof Contact Information
MKT 2260 Week 1 11

Learning Resources
• Required: The Marketing Plan Handbook, 5th edition
• Marian Burk Wood
MKT 2260 Week 1 12

Student Assessment
Individual Assessments:
• Final Exam 30.0%
• Hybrids – (7@1.5% each) 10.5%
• Peer Evaluations – (3@1% each) 3.0%
• Individual Mktg Plan Exec Summary 3.0%

Group Assessments :
• Week 2 – Marketing Opportunity 1.5%
• Week 9 – Check-in 2.0%
• Deliverable 1 10.0%
• Deliverable 2 10.0%
• Deliverable 3 - Marketing Plan 20.0%
• Final Marketing Plan Presentation 10.0%
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How to Reach Me
• Email address: obrienm1@algonquincollege.com
• Office Hours: (email to set up a time)
THE MARKETING PLAN
Chapter 1
Week 1
MKT 2260
MKT 2260 Week 1 15

The “Coffee Collective”…

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The Marketing Plan Process

The Marketing
Opportunity
Research
Emerges
current
situation
(Chapter 2) Understand
Metrics & Markets &
Implementation Customers
(Chapter 10) (Chapter 3)
Marketing
Plan

Marketing Segment,
Plan Target,
strategies & direction,
programs Position
objectives (Chapter 4)
(Chap 6 – 9) and support
(Chapter 5)
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Research and Analyze the Current Situation

• The marketer performs both:

• External analysis, and

• Internal analysis.
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Internal Analysis
• Marketers also assess the firm’s capabilities and the
strategies of competitors in order to:
• Build on strengths, and
• Exploit competitors’ weaknesses.
Week 1 MKT 2260 19

External Analysis
Involves the understanding of:

• Competition
• Regulatory
• Economic
• Societal
• Technological

CREST
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Understand Markets and Customers

Comprehensive understanding is desired:

• Who are they? demographics, psychographics,

geographics

• Buying habits and behaviors

• Who? What? Where? When? Why? How?

• Are buying patterns changing? Why?

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Segmentation, Targeting, and Positioning

• Purpose of Segmentation: To group customers with
similar needs, wants, behavior, or attitudes.

• Targeting: The selection of specific segments for

marketing.

• Positioning: A competitively distinctive place (position) in

the mind of the targeted customers.
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McDonalds…
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Primary Marketing Tools

Product
Features List Price
Place Brand Price to Value
Packaging Price
Direct /Indirect Sensitivity
Labeling
Retailer/ Competitor
Warranty
Wholesaler Unique Pricing
Service
Online Advertising
Marketing Discounts
Location Sales
Mix Promotional
Customer Promotion Pricing
Service Public
Relations Price
Personal
Selling
Promotion
Direct
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Support Strategies: Customer Service

• Reinforces positive perceptions.

• Helps differentiate from competitors.

• Attracts new customers.

• Excellent service helps retain loyal customers.

• Poor service alienates otherwise loyal customers.

SWOT (O&T)
MKT 2260 – Week 1
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Why conduct a SWOT?

Internal Origin:
originates from within
the business

S W
Helpful to Harmful to
achieving achieving
the the
objective
O T objective

External Origin:
originates from the
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Opportunities & Threats

• Os & Ts are external
• Think CREST or PESTL - D

• For every O or T you identify ask yourself

• “would this issue exist even if the firm did not exist”
• if you answer yes, it is an O or T
• If you answer no, it is not an O or T (might be an S or W)

• In the SWOT framework Os and Ts exist independently

of the firm and are associated with characteristics or
situations present in the CREST.
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Questions for you…

The “crowded” coffee market in Ottawa…is that a Threat or
an Opportunity for a new locally owned coffee shop?

Our current inflationary period…is that a Threat or

Opportunity for a new locally owned coffee shop?

The current societal interest in buying local…is that a

Threat or an Opportunity for a new locally owned coffee
shop?

Can management control any of these situations?

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More questions for you…

The fact that the locally owned coffee shop is run part-time,
as a “side hustle”…is that a S,W, O or T?

The fact that the owner of this coffee shop really knows
their coffee…is that a S, W, O or T?

REMEMBER…Every element of your SWOT must be

CITED! So, start keeping track of your sources NOW!
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Discussion Question
• Where will you look to get your Os and Ts?
• What about competitor analysis?
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Secondary Research: Some Cautions

• Before using, check dates and sources.

• Consider each source’s credibility.

• Wikipedia is not a credible source.

• Look into the sources cited by your secondary source.

• Be careful about applying general learning to your specific

situation.
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Potential external opportunities

• Rapid market growth • Government
• Complacent rival firms deregulation
• New technology
• Changing customer
• Demographic shifts
needs/tastes
• Other firms seeking
• Opening of foreign
alliances
markets
• High brand switching
• Mishap of a rival firm
• Sales decline for a
• New product
substitute market
discoveries • Changing distribution
• Economic boom methods
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Potential external threats

• Entry of foreign competitors • Economic downturn
• Introduction of new • Change in Bank of Canada
substitute products policy
• Product life cycle decline • New technology
• Changing customer • Demographic shifts
needs/tastes • Foreign trade barriers
• Declining customer • Poor performance of ally
confidence firm
• Rival firms adopting new • International political
strategies turmoil
• Increased government • Weakening currency
regulation exchange rates
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BUT…
Remember! If you include any of these O’s or T’s, you must
provide a source.

Because you might think so, that is irrelevant.

Work in your client teams.

1. Download the Marketing Plan Template from BS (in the Marketing

Plan Deliverable 1 Instructions) to Google Docs and ensure all team
members have access. You will work from this template for the entire
semester.
2. As a team – determine your client’s top 3-5 competitors.
3. Assign team members as follows, to conduct research:
a) 2 team members to research competition
• For each competitor research marketing strategies (target market
and positioning), marketing mix (4Ps), strengths & weaknesses
b) 1 team member to research Os and Ts for political, regulatory, legal
c) 1 team member to research Os and Ts for economic
d) 1 team member to research Os and Ts for social
e) 1 team member to research Os and Ts for technological
4. You may use AC library online to conduct your research. Every entry in
your SWOT must be cited and sourced.
5. NOTE: If you run out of time to do all of this today, pick it up again next
class.
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What to do now?
• Complete the Workshop (above).

• This is not to be submitted. BUT, review it with me before you

leave today.
• Keep it in a safe place as you will need it later.