Final Project Part II
Complete the
Marketing Plan Exercises at the end of each assigned chapter. These exercises
will be the building blocks for your final project, a marketing plan. You will
do each exercise on the same enterprise. Your enterprise strategy may be: 1)
real, emerging, or imaginary; 2) product or service oriented; and 3) for profit
or non-profit. The target market may be anywhere in the life cycle from
innovation to maturity. Read each Marketing Plan Exercise description in its
entirety, below is a brief description of what is required.
Chapter 4: Conduct macro-level market
and industry analyses of the market offering on which your plan is based.
For the market
offering on which your marketing plan or consulting project is based on, use
Internet and other available secondary resources to conduct macro-level market
and industry analyses.  Your analyses should
include a macro trend analysis encompassing all relevant macro trend categories
and should uncover quantitative data that provides evidence of the size and
growth rate of the overall market, as well as qualitative data regarding the
five forces.  You should also identify,
if you can, the few critical success factors that apply in your industry. 
Chapter 5: Prepare a detailed plan for
conducting the primary research required to complete your final marketing plan.
Prepare a
detailed plan for conducting the primary research required to complete your
project.  The research plan needs to do
three things:
1.   Precisely
spell out the research objectives the research is intended to meet.
2.  Design the research to get you there.  Identify your methods, your sample, and any
statistics (means, etc.) you will employ. 
Prepare drafts of questionnaires, guides for focus group sessions or
in-depth interviews, plans for how you will conduct observational research,
3.  Describe how the combination of your secondary
research and your planned primary research will lead to your estimate of target
market size and your sales forecast for your marketing plan.  Precisely spell out the mathematics that will
do this, connecting it to specific secondary data or specific answers to
questions or observations from your primary data. 
Your research
design should clearly identify and satisfy your research objectives, and
appropriate qualitative and/or quantitative research should be competently

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