MINDANAO STATE UNIVERSITY AT NAAWAN

COLLEGE OF BUSINESS ADMINISTRATION AND ACCOUNTANCY

Department of Accountancy and Business Management
Marketing Management

TERM PROJECT
E-COMMERCE MARKETING PLAN
Contents
Title Page

Table of Contents
List of Tables
List of Figures
Executive Summary
I. Business Overview

Business Name
Business Structure
Date Established
Business Owners
Business Logo
Images of Products
Size of Business
II. Business VMGO
Vision Statement
Mission Statement
Goal
Objectives

III. Environmental Analysis

SWOT Analysis
PESTLE Analysis
Competitor Analysis:
 MKT141 TERM PROJECT GUIDELINES

Competitor Profile

Market
Established Value offered
Competitor Size share Strengths Weaknesses
date to customers
(%)

{insert {insert When {insert {insert {insert Unique {insert {insert What
Competitor’s was their Number Estimated value to What are are your
name} business of staff percentag customers, e.g. your competitor's
established?} and/or e of quality, price or competitor' main
turnover} market customer s main weaknesses?}
share} service?} strengths?}

Target market:

Customer Profile

Customer Age Gender Ethnicit Education Location Lifestyle Values Interests

y

{insert {insert {insert {insert {insert {insert {insert {insert {insert

Target Custom Custom Custom Customer’s Customer’ Customer’ Custom Customer’
customer – er’s er’s er’s education s s lifestyle} er’s s
choose a Age} Gender} ethnic level} location} values} interests}
name} backgro
und}

IV. Marketing Strategy

Use this section to detail the overall strategy you will use to position yourself within
the market to meet your customers’ needs. Whatever your strategy, your goal should be to
differentiate yourself from your competitors to encourage customers to choose your
business first.

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 MKT141 TERM PROJECT GUIDELINES

The 7 P's of Marketing

1. Your PRODUCT (or SERVICE): Providing information about your product offering

Product or Features Benefits Unique Selling Support

Service Position

{What is your {What are {What are {What makes {What

product or the features the your product or additional
service?} of your customer service unique?} support do
product or benefits of you offer?
service? your E.g.
product or warranty,
service?} money back
etc.}

2. The PRICING of your product or service: By pricing effectively you will also avoid the
serious financial consequences that can occur if you price too low (not enough profit) or
too high (not enough sales).

Product or Price Costs Net Comp. Value

Service Profit Price

{What is your {What is the {What is {What Net {What is {What unique
product or price of your the total Profit is your value does your
service?} product or cost of made from competitor’ product or
service?} selling selling your s pricing for service
your product or this product offer/deliver?}
product service?} or service?
or
service?
}

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 MKT141 TERM PROJECT GUIDELINES

3. Your PLACE in the marketplace: This is how you will position your product or service in
the marketplace.

Channel type Products/services Percentage of Channel strategy

sales (%)

{e.g. Shopfront, {List all the {What {Why have you

internet, direct products/services percentage of decided to use this
mail, export or sold via this overall sales do channel type? How
wholesale.} channel} you expect to sell and when will you
via this channel?} use it? What is the
strategy behind
using this channel
type for this
particular
product/service?}

4. The PROMOTION of your product or service: State how you currently promote and
market your business now (or intend to)

Product or Public
Online Advertising Promotion Packaging Branding
Service Relations

{What is {What {What PR {What {What {What {What

your online strategies advertising promotion packaging branding
product or strategies are you strategies strategies are strategies strategies
service?} are you using? are you you using?} are you are you
using?} using?} using?} using?}

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 MKT141 TERM PROJECT GUIDELINES

5. The PEOPLE in your business (salespeople, staff etc.): Every employee/manager in your
business (if you have them) can influence the marketing of your products and services

Name Job Title Department Responsibilities

{ e.g.Mr Chris {e.g. Marketing/ Sales {e.g. Sales} {insert the main
Brantley} Manager} responsibilities of this
position}

6. The PROCESS represents the buying experience: Process represents the buying experience
that the customer experiences when they buy your product or service

Product or Service The Process Key Benefits Improvements

{What is your product or {Outline the Process {What are the key {What changes can you
service?} in point form} benefits for the make to improve the
customer?} process?}

7.The PHYSICAL environment where the good/services are presented: The physical
environment represents the tangible aspects of selling your products and services, such as
the quality of the furnishings in your consulting rooms or the design of your reception
area

Name Selling Delivery Improvements

Environment Environment

{What is your product or {Where is the product {Where is the {What changes can you
service?} or service sold?} product or service make to improve the
delivered?} Physical Environment?}

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 MKT141 TERM PROJECT GUIDELINES

V. Operation Plan
Evaluation of Suppliers
Purchase Procedures

Storage and Inventory Control System

Sales Procedures
VI. Financial Plan
Financial Goals Major Assumptions

Capital Requirement & Source of Financing

Sales Forecast
Cost of Goods Sold

Projected Statement of Cash Flow

Projected Income Statement
Projected Statement of Financial Position
Return of Investment

Appendices

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 MKT141 TERM PROJECT GUIDELINES

GUIDELINES

WRITTEN OUTPUT:

 Each group should be comprised of 6 members

 There should be 3 products for every business
 The written output should be in a PDF file
 Paper Size: A4
 Font Style: Calibri/Times New Roman
 Font Size: 12
 Spacing: 1.5
 Upload the written output in the Term Project Submission Bin using this format:
File Name: Ex. MKT141_MM3A_Group 1_Term Project
 The deadline is on December 13, 2022, at 5 pm.

PRESENTATION:

 Each presenter will get 20 min for presentation + 10 min for Q & A.
 The presentation should be only in MS PowerPoint (ppt /pptx) or PDF formats.
 The first slide should display the title of the presentation & names of the presenters.
 Presentation time restrictions will be strictly followed.
 Wear formal or semi-formal attire during the presentation.
 The presentation is on December 14, 2022, at 9 am.

RUBRIC:

Criteria Weight

Content 30%
Presentation 30%
Organization and Mechanics 20%
Teamwork 10%
Timeliness 10%
Total 100%

Prepared by:

SHEILA MAE C. CAYTONA

Instructor

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