This assignment entails development of a comprehensive
strategic marketing plan for a new product or service that
is ready to “go to market. A Project Template is provided
that allows you to organize your work in increments and
see how the sections come together to produce a
This assignment requires application of concepts learned
to build a strategic marketing plan for a new product or
service that is ready to “go to market”. You will not be
allowed to mimic plans or ideas from larger or already “in-
place” campaigns. You must develop the business concept
in its entirety.
Describe the new product or service.
Discuss the qualities that make this product/service
new to the marketplace and the rationale for your
decision to pursue the concept. Be sure to pick a
product or service that is ready to market. If you are
developing a new product, assume that the
development phase is over and you are ready to
launch the product into the marketplace.
Create a Mission Statement. State your short-term
MARKETING objectives (one year). Assume that the
product/service is ready to launch at the beginning of the
year (planning and testing have been completed).
Marketing objectives include goals for sales, profits,
market share (as examples)
Objectives need to be quantifiable. Use the SMART
acronym-simple, measurable, achievable, relevant,
This assignment requires application of concepts learned to build a strategic marketing plan for a new product or service that is ready to “go to market”.
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