Preparing a comprehensive marketing plan Assessment guidelines In this assessment, You will prepare a comprehensive marketing plan for an entrepreneurial organization of your choice of specialised in interior , preferably for a new venture they are considering. You will strictly follow the project rubric given on next page. Each section and subsection should have comprehensive description of the plan according to the project rubric. Scoring will be done based on evaluation rubric given at the end. Your report must base on real research work and focused on an effective marketing plan. Notes: 1.There will be 5 main sections of this report. Each section of the report will carry the name of the student who did that section. 2.The 5 page project rubric given on next pages contains section wise guidelines for a marketing plan with description of what type of content this section will have. Students are advised to use this project rubric as a guideline and a preformatted template. Fill each section with your content and it will save your formatting effort. Evaluation Rubric Rubric for grading the project: 5 = Details are fully complete and demonstrate deep understanding of content 4 = Report is acceptable but lacks minor details 3 = Report is responsive but not fully complete 2 = Major details are missing and shows low level of understanding of the content 1 = Report is lacking multiple major details 0 = Report is not according to the given requirements at all

Proposed format for creating a comprehensive marketing plan : Introduction A marketing plan concentrates on a subset of factors in a business plan. It focuses on the actions and plans necessary to attract clients and keep them satisfied. It considers competition, environmental factors, and possibilities for cooperation, promotion and other factors necessary for serving a market. A marketing plan has many uses. Its primary use is to anticipate common challenges that need consideration before one invests money and time in a business. The Parts of the Marketing Plan 1. Executive Summary (5 marks ) Although this topic appears first in the plan, you normally write it last. Wait until you’re almost done so you can include the main highlights. You should cover the most important facts, such as target markets, sales growth and strategic focus, and those facts may change during the planning process. The contents of the summary should include the main highlights of the plan. Make sure to address target markets, market needs, sales prospects, expenses, and strategy. 2. Situation Analysis (15 marks) This section will address the key points that describe your current situation. Here you introduce your marketing situation and the main components of the marketing plan. These components include the following. 2.1. MarketSummary You should generally describe the different groups of target customers included in your market analysis, and refer briefly to why you are selecting these as targets. You may also want to summarize market growth and cite highlights of some of your growth projections, if this information is available.

2.1.1. Market Demographics Markets can be described in terms of geographic, demographic, psychographic, and behavioral attributes. •