My professor wants us to create a marketing plan following her rubric. I chose Chipotle as my company. I need an A as this is part of our final and a large percentage of my grade. It is in APA format and really as long as all the topics in the rubric are touched upon in detail the paper should be solid.
marketing_project_plan__1_.pdf
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MAR 100: Summary Market Plan Rubric (SLO4)
[0 = no evidence; 1 = little evidence or major flaws; 2 = adequate minimum standards; 3 = Research well done, few minor omissions,
met standards; 4 = Solid research; coherent; exceeded standards].
1.Introduction
Includes name of product/service
Describes product features (what the product/service is)
Describes benefits to customers (what the product/service does)
2.Situational Analysis
Identify the industry/industries within which the product is situated & provide information on the size
and growth of the industry/industries
Identify and report the social, demographic, economic, technological, political-regulatory, and
competitive trends
Identify top competitors and discuss their strengths and weaknesses
Describe opportunities and threats in the industry
Describe the strengths and weakness of the product/company
3.Target Market
Identify the target market – Who are your customers? Demographics? Psychographics? Geography /
Behavioral characteristics?
What evaluative criteria will customers use in purchasing the product? How involved are they in the
purchase?
0
1
2
3
4
0
1
2
3
4
0
1
2
3
4
4.Positioning
How would the product/service to be perceived by customers relative to competition?
5.Product Strategy
Branding: (e.g. packaging, brand name, logo, special services offered)
Product life cycle strategies: Product lines / brand extensions
6. Promotion Strategy
Describe promotion campaign in terms of:
Media habits of target audience—reader, viewer, listener profiles;
Communication goals; Message; Media plan;
Use of social media to engage customers
7.Price Strategy
Pricing Objective
Introductory pricing strategy: price penetration versus price skimming
Pricing tactics
8.Distribution Strategy
Different channels to distribute products/service
Length of channel / Distribution intensity
Use of technology in the distribution strategy
9.References
Include all references at the end of the document
Follow APA format (commonly used in business writing)
APA guidelines available
10.Mechanics
Spelling, capitalization, punctuation, grammar, word choice, and sentence structure.
11.Format
Cover page that includes:
Student name(s)
Class – Section Number
Title of assignment
Font size 10-12 points, Times New Roman.; 1.5 spaced; 1″ margins;
Bold and Underline the heading for each section; No typographical errors; About 4 pages
Total (out of 44)
0
1
2
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4
0
1
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4
0
1
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4
0
1
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4
0
1
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4
0
1
2
3
4
0
1
2
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4
0
1
2
3
4

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