Marketing Plan Project: (Chapter 2,

Page 21)
 Launch a new product in
Thailand
 Must develop a Marketing
Plan (written Paper)
 Presentation (YouTube video
with slides, pictures,
presentation)
 Week 1 – Project Instructions
Sent, Groups Formed,
Assignments Made
 Week 2 – Product Selected,
Reflection Submitted, Roles
Determined, Research (See
Tools in Ch. 2) Communicate-
Collaborate, Prepare for Week
2 class: Mission Statement, T-
Market + Objectives
 Week 4 – Part 3
Segmentation and Profiling
Performed, T-Market Decided,
Marketing Mix Elements
Developed (Rationale for
each!), Write Up YOUR
Section for the Week 4 Class
 Week 7 – Part 4
Implementation and Control,
Finalize Paper (30-60 pages),
Develop Presentation,
PowerPoints, Video and
prepare YouTube video.
 Week 8 – Paper Due.

Page 1 of 7
 Group Project (Marketing Plan) Guide

Synopsis: You and your group have been charged with the exciting task of launching a
product (good or service) which the Thai community does not currently have. The
product can be completely new or an adaptation of one that exists in another country
but has not yet been introduced in Thailand.

Your group will have eight weeks to develop a marketing plan designed to successfully
launch the product you have chosen. Collaboration, organization, and adherence to
submission dates will be critical as you undertake this Group Project. Refer back to this
Project Guide as you work on your project, ensuring that you and your group members
complete all required parts outlined below. Contact your Instructor should you have any
questions about expectations or submissions.

It is highly recommended that you plan ahead for your final submissions. A final 15–20
page (that is pages of text exclusive of visuals) marketing plan paper will be due in
Week 8. An in-class presentation (supported by visuals) is due in Week 7. All will be
due before you know it! Your final paper will consist of the parts shown in Chapter 2,
Exhibit 5 of your book “Elements of a Marketing Plan” (page 21) and as described
specifically on pages 21-31 and discussed throughout your book (see diagram below).
You are not limited to what you find in your book. The library and the internet are filled
with excellent resources that you can use in creating your plan. Your presentation will
require RESEARCH, CREATIVITY and TIME. Please refer to the “Presentation
Requirements” section at the end of this document to learn more.

Project Requirements Submission

Part 1: Product or service idea Week 1 Class:

Product
Selection / Instructor introduces project. Groups are
Market formed and collaboration begins.
Analysis
Week 2 On-Line:

Begin to research possible products or

services which meet the requirements of
your group project. Throughout the
week, share your findings with group
members using your group’s preferred
method of communication.

By Week 2 your group should identify

one product or service to focus on for
your project. As a team, create a 1-page
reflection that justifies your selection by
describing why you believe the product

Page 2 of 7
 Project Requirements Submission
or service would thrive in the Thai
market and submit to your instructor
using the “Additional Submission” link in
the Week 2.

As a team, assign individual members

or partners to specific roles for
completing the various parts of the
Research, analysis and initial planning
portion of the project (i.e. Market
Analysis: Competitive Analysis, and
other appropriate perspectives; Market
Research to identify the Target Market
and set Objectives) YOU MUST
COMMUNICATE AND
COLLABORATE!

Research and Situation / Week 2 Class:

Market analysis
 SWOT As a team, get together and discuss
 Others? what has been done (and what needs to
o Porter’s Five Forces be done) in the various parts of the
o Innovation Matrix Research, Analysis and Initial Planning
o Ansoff’s Matrix portion of the project (i.e. Market
o ? Analysis: Competitive Analysis, and
other appropriate perspectives; Market
Research to identify the Target Market
and set Objectives)
Part 2: Pricing approach
Strategy  Base price
Week 3 Online:
Development
Market research Based upon what your group members
 Secondary research have learned in their analysis, finalize
that: objective setting and target market
1. Justifies the need selection. Be sure to tie decisions to
or want for the data developed in the analysis phase.
product/service, Provide logical reasons for your choices.
and thus the base Begin work on developing an
price appropriate marketing mix to meet the
2. Use customer needs of your identified target market.
behaviors,
attitudes, etc. to Your draft should be complete, and
suggest that the ready for your group members to review
product/service will by Week 3’s Saturday class. Throughout
be profitable in the the week, be sure to communicate
chosen segment of progress with team members, asking
the Thai market any questions or clarifications you might
3. Identify target need.
market factors that

Page 3 of 7
 Project Requirements Submission
will lead to
appropriate Week 4 Class:
selection of
marketing mix Share drafts of your assigned section
elements with group members. Submit to
Instructor for review. Final version of
Market Segmentation analysis each section will be submitted in the
formal paper, due in Week 8.
Target market selection

Part 3: Week 5 Class:

Marketing Mix Developing the Marketing Mix:
Development Meet with group members to discuss
If your product is a Good: remaining project requirements and
 Product Considerations: roles for completing Parts 3 and 4.
o (i.e. Brand, Image,
Attributes, Benefits, Week 6 Online:
Packaging, etc.)
 Price Considerations Continue to communicate with team
 Distribution Considerations members about the progress of your
 Promotion Considerations
project, specifically Part 3. In addition,
be sure that each group member is
If your product is a Service:
actively working towards your final
 Personnel / People
paper and in-class presentation.
Considerations
 Process Considerations
Put some planning into Part 4.
 Physical Evidence
Considerations
Week 6 Class:

Before coming to Saturday’s class,

Part 4: Develop a timeline for devise a plan for collaborating on project
Implementatio implementation of your requirements. This plan should
n Evaluation & marketing plan. maximize class time by accomplishing
Control What will you measure to see if it tasks that are better suited/easier to
is on track? discuss in the face-to-face format.
How will you ensure that it stays
on track?

Project Submissions

Final Paper Ten to fifteen page paper Week 7 Online

including all content from Parts 1
through 4 This week, you and your group
members should be finalizing the
requirements for both your formal report

Page 4 of 7
 Project Submissions
Presentatio 30-minute presentation with a and in-class presentation. Be sure that
n promotional video each member is clear on his or her role
in the presentation. Remember that
Peer Evaluation Rubric each member must present at least one
section.

If you have not already done so, identify

items for which each team member is
responsible. For example, you might
assign members to the following tasks:

Marketing Plan Paper:

 Proofreading the formal report
 Citing resources
 Organizing all parts of the formal
report to meet the required order
 Printing the full PowerPoint slides or
evidence of other visuals and bringing
them to class to submit to the instructor
 Submitting the Marketing Plan to
the Instructor

Presentation
 Bringing the costumes/props to
class
 Finalizing and bringing a scale
model or product/service illustration to
class
 Uploading promotional video and
ensuring it can be viewed in class

Week 7 class:

Prepare a full draft copy of your project

and bring to class with any questions
you may have.

You will have 15 minutes (timed) to

present your project.

You will submit your peer evaluation

rubric to your Instructor following your
presentation.
Week 8 class:
Your paper is due at the beginning of
class. Bring a hard-copy to class and
submit an electronic copy on-line.

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Presentation Requirements

To prepare for your presentation, think of your Instructor and colleagues as if they are
your banker or venture capitalists looking to invest in your product or service. How
would gain attention, interest, desire, and action (AIDA) for your product/service? How
might you communicate your marketing plan? What visual elements and/or props might
you include in your presentation to help others visualize the quality and purpose of your
product/service?

As you and your group members plan for your Week 7 presentation, be sure that you
adhere to the requirements presented below. Your Instructor will review these in more
detail during class sessions.

Your presentation must:

 Be 15 minutes in length
 Include a 2- to 5-minute promotional video
o This can be a short commercial, a YouTube video, or a concept animation
that depicts the design and function of your product/service.
 Include professional attire, uniforms, or costumes that align to your good/service
 A scale model or illustration of your good / service

*Each group member must present one part of the Group Project.

Format for paper:

 Title Page with Product/Company and all Group Members Names

and Student Numbers
 Introduction
 Mission and Vision
 Situation Analysis
 SMART Objectives
 Market Segmentation, Segment Profiling, Segment Selection
 Marketing Mix Strategy
 Implementation Plan
 Evaluation and Control Plan

Page 6 of 7
Marketing Plan Project: (Chapter 2,
Page 21)
 Launch a new product in
Thailand
 Must develop a Marketing
Plan (written Paper)
 Presentation (YouTube video
with slides, pictures,
presentation)
 Week 1 – Project Instructions
Sent, Groups Formed,
Assignments Made
 Week 2 – Product Selected,
Reflection Submitted, Roles
Determined, Research (See
Tools in Ch. 2) Communicate-
Collaborate, Prepare for Week
2 class: Mission Statement, T-
Market + Objectives
 Week 4 – Part 3
Segmentation and Profiling
Performed, T-Market Decided,
Marketing Mix Elements
Developed (Rationale for
each!), Write Up YOUR
Section for the Week 4 Class
 Week 7 – Part 4
Implementation and Control,
Finalize Paper (30-60 pages),
Develop Presentation,
PowerPoints, Video and
prepare YouTube video.
 Week 8 – Paper Due.

Page 7 of 7