Download ICA 2-2: IN-CLASS ACTIVITY

ICA 2: IN-CLASS ACTIVITY
Marketing Planning Worksheet
Learning Objective. To have students do a marketing plan that lets them apply
the strategic marketing process to highlight the key issues in assessing a marketing
opportunity.
Definitions. The following marketing terms are referred to in this in-class
activity (ICA):

Marketing Plan: A road map for the marketing activities of an organization for
a specified future period of time, such as one year or five years.

Strategic Marketing Process: The approach whereby an organization allocates
its marketing mix resources to reach its target markets.
Problem Situation
“A subsidiary of a community health center, specializing in private psychiatric
care, has recently expanded into human resource development programs for
business and industry. As the first in a series of offerings, the subsidiary is
planning to offer an outdoor, adventure-based team development session for
employee groups who work together to accomplish tasks. The center’s
subsidiary activities are intended to generate sufficient revenues to help fund
new health programs.”
MARKETING PLANNNING WORKSHEET FOR: _____________________
FACTOR
ISSUE
 Who Benefits?
Consumer
 How Do They Benefit?
Analysis/Target
Market Analysis  Who Decides to Buy or Use?
 Point of Difference?
 Consumer/Social Factors
 Economic Factors
Environmental
(Uncontrollable)  Technological Factors
Factors
 Competitive Factors
 Legal/Regulatory Factors
 Objective
 Research (Collect Info)
 Product/Service Offered
 Price
Developing the
Marketing Plan
 Promotion
– Advertising
–
Sales Promotion
–
Public Relations
–
Personal Selling
 Place/Distribution
 Budget
Executing the
Marketing Plan
 Who is Responsible?
 Milestone Dates
Evaluating the
Marketing Plan
 Did it Work?
MARKETING PLAN
ICA 2-2, FIGURE 1
MARKETING PLANNING WORKSHEET FOR TEAM DEVELOPMENT
SESSIONS
FACTOR
Consumer
Analysis/Target
Market Analysis
Environmental
(Uncontrollable)
Factors
ISSUE
 Who Benefits?
Employees, work groups, employers
 How Do They Benefit?
Skill building: problem solving, creative
thinking, communication
 Who Decides to Buy/Use?
Owner, CEO, Director of Human Resources
 Point of Difference?
Alternative, more experiential approach
 Consumer/Social Factors
Perception of need, values to human
resource-development
 Economic Factors
Perceived as too expensive by many smallmedium companies
 Technological Factors
Only 8 - 10 people at one time—requires high
technical and safety emphasis
 Competitive Factors
One competitor—program not as inclusive or
safe but it costs half the amount
 Legal/Regulatory Factors
None
 Objective
Provide team building workshops to area
companies leading to other businesses
Which companies now purchase such
programs? What are their characteristics?
What companies are considering more
progressive management practices?
2 hours of orientation and planning, 9-hour
course w/ 2 meals, 2 hour debrief session
 Research (Collect Info)
 Product/Service Offered
Developing the
Marketing Plan
Executing the
Marketing Plan
MARKETING PLAN
 Price
$150
 Promotion
– Advertising
Professional/business journals
–
Sales Promotion
None
–
Public Relations
Professional meeting, free course exhibits,
newspaper, TV, radio, fairs
–
Personal Selling
By facilitators and Marketing Director
 Place/Distribution
4 hours in their office and 9 hours on course
 Budget
$100,000
 Who is Responsible?
Marketing Director
 Milestone Dates
Complete model by Aug. 1-2; free days by
Oct. 1; Exec. Comm. & Bd. by Sep. 1
Evaluating the
Marketing Plan
 Did it Work?
© McGraw-Hill Companies, Inc. 2003
Meeting revenue targets