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“Chandler Bats” company I. SITUATION ANALYSIS a. External Environment (A reflection of the INDUSTRY your company operates within.) (25 points) i. Regulatory (Rules & Regulations in place that might affect your industry?) ___ ii. Political (Are there any laws in place that might affect your industry? ___ iii. Economic (Are there any issues happening with the stock markets/economy that affect your industry?) ____ iv. Social (Are there any current events or social issues/movements that is at the top of your industry’s mind?) ____ v. International (What’s happening internationally that affects your industry?) ____ b. Corporate Review (10 points) i. Mission statement, corporate vision, strategic intent ____ ii. Long term goals ____ c. Product Category Review (30 points) i. General description (life cycle state, needs/wants specified) ____ ii. Sales trends (years, seasonality, share of major brands) ____ iii. Packaging overview ____ d. Competitive Analysis (30 points) i. Description of 2 major competitors’ strengths/weaknesses ____ 1. product ____ 2. distribution ____ 3. pricing ____ ii. Brand positioning and advertising ____ 1. media spending (by medium, seasonality)* (overall is acceptable too) ____ 2. sales promotion (how do they sell to their customers?) ____ iii. Anticipated major programs (new/improved brands, new territories, changes in distribution, pricing, marketing communication) ____ e. Consumer Analysis (30 points) i. Demographics and psychographics (BE SPECIFIC) ____ ii. social media behavior (which social media platforms does your audience use?) ____ f. Brand Review (10 points) – answer any TWO (2) of the following: i. Current positioning, sales trends, level of consumer awareness, history, distribution history, marketing communication history, stage in brand life cycle____ II. PROBLEMS AND OPPORTUNITIES (40 points) a. SWOT i. Internal Strengths and Weaknesses ____ ____ ii. External Threats and Opportunities ____ ____ b. Opportunity analysis ____ c. Problems you might face pursuing the opportunity? ____ III. STRATEGIC PLANNING: THE BASIC DECISIONS (20 points) a. Identify your Marketing objectives (increase sales; increase market share, increase profitability, increase brand awareness) ____ b. What’s your competitive advantage? ____ IV. MARKETING MIX OBJECTIVES, STRATEGIES, AND TACTICS (50 points) a. Product ____ i. Objectives (increase brand awareness, influence purchase intent, influence brand switching) ____ b. Place (distribution) ____ i. Objectives (Explain why this is the best type of distribution channel for you) ____ c. Pricing (Give a price range. Ex: $40.00 for cheapest product – $150 most expensive) ____ d. Promotion (communication) ____ i. Personal selling (ex: farmer’s markets; but can also be online: Youtube videos/tutorials, etc.) ii. Advertising (Traditional: commercials, radio, print, billboards, etc.) iii. Sales promotions (discounts/sales via email, newsletter promotions, etc.) iv. Social media (be specific: content posts, video posts, photo posts, video ads, photo ads, etc.) V. EVALUATION (10 points) ____ a. Projected Budget (How much will it cost to implement this marketing plan?) ______ b. Forecasting: (ex: “We presume that if you follow the provided marketing plan, sales should increase by 20% in the next 10-12 months.”) ______ VI. Citations (20 points) ____ a. Citations in powerpoint

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