Rationale
As a service marketing student, prepare a five-year marketing plan for a selected service organization that will be beneficial in career in future.
Part I.
1. Executive summary
2. Company description
3. Strategic Focus and plan: Vision, Mission, Goals- (non-financial and financial), core competency and sustainable competitive advantage
4. Situation Analysis: SWOT analysis: industry analysis, Competitors, Company analysis, and Customer analysis
5. Market-Product Focus: marketing and product objectives, target market, points of difference, and positioning
Part II: Data collection-
6. Marketing program: Price strategy, Promotion strategy, Place strategy, People strategy, Processes of service assembly, and Physical evidence strategy.
7. Financial Data and Projections: past sales revenues, five year projections, financial element
8. Organization: organization chart, description
9. Implementation plan, with time line.
10. Evaluation
11. Appendix.
Format
The report should be presented in a professional business format.
