Marketing Plan Analysis and Presentation: Part 2 – Product or Service and Price

Part 1:

Continuing in the role of a
marketing professional who has been tasked with completing a marketing
plan for a client, refer back to the research you completed in the Topic
2 Part 1: Research as a starting point for the assignment. Conduct
additional research related to consumer behavior, the company’s specific
product or service, and the company pricing strategy, and use it to
complete the “Marketing Plan Analysis and Presentation: Part 2 –
Research Template.”

Part 2:

Create
a 15-20 slide PowerPoint presentation that summarizes your marketing
plan analysis based upon the research you have conducted. Slides should
address each of the key areas listed below and should include speaker
notes that explain how the company could have used what it learned about
consumer behavior, product or service, and pricing to help it develop a
marketing plan in order to meet the company marketing objectives and
business needs. Include a slide at the end of the presentation to cite
your research sources.

Company Background:

1. Company name, vision, and mission.
2. Company marketing objectives.

Consumer Behavior:

1. Describe the customer segments and target markets.
2. Describe characteristics of the target markets that will affect product/service and pricing decisions.
3. Describe how the company differentiates its product and positions its brand.
4. Describe a consumer buying behavior model for this company and brand.

Product or Service:

1. Describe the product mix.
2. Describe the product lines.
3. Describe the service processes.
4. Discuss physical evidence of service, service scape, and ambiance.
5. Discuss the roles of company employees in service delivery.

Price:

1. Define the company’s pricing objectives and discuss whether the objectives are profit- or sales-oriented.
2. Provide example of current company pricing strategies.
3. Describe pricing tactics (discounts, etc.) that are used to drive short-term demand.