STRATEGIC MARKETING PLAN

SPRING 2022
PROFESSOR BRIAN HAWKINS

STUDENT NAME – THIS IS AN INDIVIDUAL PROJECT

SELECTED PRODUCT, SERVICE OR CONCEPT & TARGET MARKET

EXAMPLES: You are to select a product service or concept anywhere in the world and bring it to
any new target market, or a totally new regional or national market. Pick one of the following:
product, service, or concept in another country.

Product – IT COULD BE Trung Nguyen Premium Blend Vietnamese Coffee in the USA Market, or,
Chick Fil-A e.g. https://www.chick-fil-a.com/ (USA) to Vietnam, or, Aldi e.g.
https://www.aldi.com/ (Germany) to China, etc.
Service – IT COULD BE Amazon Prime e.g. https://www.amazon.com/amazonprime (US) in
Vietnam, etc.
Concept – IT COULD BE An environmental Movement such as Green Peace, World Wildlife Fund
e.g. https://www.worldwildlife.org/, or youth and child benefit such as UNESCO in a country of
your choice.

THE PLAN: SECTIONS FOR YOU TO WORK ON COME DIRECTLY FROM OUR TEXT AND WEEKLY
COURSE SESSIONS.

SECTION 1 FROM SESSION 1

DESCRIBE your MARKETING STRATEGY using what you learned in session 1. Analyze the
company and target market that you have selected.

SECTION 2 FROM SESSION 2

DESCRIBE your TARGET MARKET as we learned to in Chapter 2 and session 2. Relate your
description of the most ideal customer (three T’s) was their psychological and behavioral traits
and why they will be attracted to the product, service, or concept.

SECTION 3 FROM SESSION 3

DEVELOP and DESCRIBE a customer relationship management and social responsibility program
as you would design it. Use examples and guidance from this session to develop.

SECTION 4 FROM SESSION 4

PLAN and DESCRIBE the research, market information gathering process that would plan to
engage and give some examples of initial research that you have uncovered for the purpose of
this plan. Describe the tools and methods you used in your plan and would use in rolling it out.
 STRATEGIC MARKETING PLAN
SPRING 2022
PROFESSOR BRIAN HAWKINS

SECTION 5 FROM SESSION 5

PLAN and DESCRIBE your market positioning strategy and describe and give examples of what
differences exist in this new market and customer segment.

SECTION 6 FROM SESSION 6

DEVELOP and DESCRIBE the strategic relationships and alliances you would form including with
customers, other businesses, and organizations as example. Describe some examples and in
what ways they would be beneficial in your strategic marketing.

SECTION 7 FROM SESSION 7

DESCRIBE in what ways you would innovate on the current product, service, or concept in order
to better capture the new market that you are targeting. What are the innovation(s) and how
will they serve to attract and keep customers in your new market.

SECTION 8 FROM SESSION 8

DESCRIBE the STRATEGIES & TECHNIQUES you will use to build a brand that resonates and
communicates with your ideal customers and those they influence. Select from the tools we
discussed in class and our course materials.

SECTION 9 FROM SESSION 9

NAME & DESCRIBE the strategies and tactics you will incorporate into creating value in the
mind of your customers. Also in this section describe the pricing techniques including price
promotions you will use.

SECTION 10 FROM SESSION 10

In this section you will DESCRIBE your plans for Marketing, Advertising, and Sales. You should
use as many of the STRATEGIES and TACTICS as you have learned, of course focusing on those
that will be most effective and why.

SECTION 11 FROM SESSION 11

In this section, you will describe and give examples of your use of direct marketing, customer
engagement, and social/interest based media in your customer communications.