Maketing Plan For

This is an individual Project to finished the marketing Plan, I will show you the example and my company description to help you finish it. I already done with the "1.Company description" and "2. Strategic Focus and Plan." You can finish the remain part of this project: 3. Situation Analysis,4. Market-Product Focus, 5. Marketing Program and 6. Financial Projections..
My company's description: LineForU is a new Mobile APP that could help college students get their food faster
and on time without waiting on the line. After the research, the average time that college
students waiting for their lunch is 15-20 minutes. At the same time, approximately 30% of
students in their college, have only 30 minutes lunch break before they are starting their
next class. Therefore, LineForU could best solve this problem for each student in college.
Students could use our APP to let someone helps them line for their lunch and delivery for
them on time. In the other hand students who has longer lunch break want to make money,
they could become a deliverer for our APP. They could line for other students who in hush
lunch break and make money. Overall, LineForU it is a very convenience APP for college
students to saving time for their lunch break.

112 STUDENT GUIDE FOR WRITING A MARKETING PLAN 1. Company Description The company description should highlight the recent history and successes of the organization. 2. Strategic Focus and Plan While not included in all marketing plans, the Strategic Focus and Plan sets the strategic direction for the entire organization. a. Mission/Vision The Mission/Vision statement is a qualitative statement that specifies the markets and product lines in which a business will compete. A mission statement can dramatically affect the range of a firm’s marketing activities by narrowing or broadening the competitive playing field. An effective mission statement must be clear and direct. See pages 32-33 in the text. b. Goals The Goals section of a marketing plan sets both financial and non-financial targets. Goals should be in quantitative terms, where possible, to facilitate measuring the company’s future performance. See pages 34-35 in the text.  An example of a non-financial goal: “Philip Morris will diversify its product lines to achieve 50 percent of sales revenue in non-tobacco products in the next five years.”  An example of a financial goal (note it is specific and measurable): “XYZ Inc. will increase sales from $10 million in 2005 to $15 million in 2010.” c. Core Competency and Sustainable Competitive Advantage  Whereas the mission defines the scope of a business or business unit and the goals define its strategic performance dimensions, its business unit competencies determine the means for achieving success.  An example of a competitive advantage: “McDonalds’ competitive advantage is its large number of restaurants, more than double its competitors, making it more convenient for customers than any other fast food restaurant in the world.” 113 3. Situation Analysis The essence of the situation analysis is taking stock of where the firm or product has been recently, where it is now, and where it is headed. The situation analysis is the first of three steps in the planning stage. a. SWOT Analysis  The SWOT analysis is an effective shorthand summary of the situation analysis. The acronym is used to describe an organization’s internal Strengths and Weaknesses and its external Opportunities and Threats. This analysis provides a solid foundation to identify subsequent actions in the marketing plan.  The SWOT analysis can be effectively presented in a tabular format, followed by a text discussion that elaborates on the information in the table.  An analysis to identify internal strengths and weaknesses usually includes the following areas in an organization: When analyzing: Consider: Management experience level, management style, size Offerings uniqueness, quality, price Marketing type and scope of marketing plan Personnel quality and experience of workforce Finance sales revenues Manufacturing quality and dependability of suppliers R & D plans for continual product improvement, budget  An analysis to identify external opportunities and threats usually includes the following factors: When analyzing: Consider: Consumer/Social size and stability of market Economic current and projected economic situation of market Technological the effect of technology on any facet of the business Competitive number and size of competitors Legal/Regulatory the effect of legal/regulatory issues on any part of the business 114 b. Industry Analysis The industry analysis section should provide the backdrop for a more detailed analysis of the competition, the company, and the customer. An in-depth analysis will give both internal and external readers of the plan confidence in the company’s ability to understand its own industry. c. Competitor Analysis An effective analysis of the competition should demonstrate that the company has a realistic understanding of its major competitors and their marketing strategies. As in with the industry analysis, a realistic assessment makes readers feel confident that the marketing actions in the plan are well grounded. d. Company Analysis The company analysis provides details of a company’s strengths and marketing strategies that will enable it to achieve its marketing goals. e. Customer Analysis A thorough customer analysis answers the question: “Who are our customers?” Understanding your customers and what they want is critical in satisfying them and providing genuine value. 4. Market-Product Focus a. Marketing and Product Objectives  Setting product objectives and identifying target market segments significantly increases the chance that a product will be successful.  The objectives and goals should be stated in measurable terms so that they can be measured during the program implementation and control phases of the marketing plan. b. Target Markets  Because an organization cannot satisfy the needs of all consumers, it must concentrate its marketing efforts on the needs of specific niches or target markets.  Consider why a particular target market was selected and how the product or service meets the needs of the target market. c. Points of Difference Points of difference are those characteristics of a product that make it superior to competitive substitutes. The greatest single factor in a new product’s failure is the lack of significant points of difference. 115 d. Positioning A product’s unique points of difference are communicated by way of a positioning strategy. 5. Marketing Program Everything that has gone on before in the marketing plan sets the stage for the marketing mix actions—the 4 Ps—covered in the marketing plan. Product, price, promotion, and place (distribution) strategies are all detailed in the Marketing Program section of the plan. When describing these strategies: Include these elements: Product features, brand name, packaging, service, warranty Price list price, discounts, allowances, credit terms, payment period Promotion advertising, personal selling, sales promotion, publicity Place/distribution outlets, channels, coverage, transportation, stock level 6. Financial Data and Projections All the marketing mix decisions covered in the marketing program have both revenue and expense effects. In this section of the marketing plan, both past and projected financial data are included. A key indicator of what future sales will be is to examine past sales. See Chapter 9.