Marketing Plan: Part II In this unit, you will continue to build upon your marketing plan for an existing company and a product or service of your choice.

Marketing Plan: Part II

In this unit, you will continue to build upon your marketing plan for an existing company and a product or service of your choice. For Part II, make certain to include the sections listed below in your marketing plan.

Corporate Social Responsibility, Sustainability, and Ethics Strategy

For this section, explain any governance policies that you will use to be socially responsible and ethical. Identify any aspects of your business model that will create more sustainable operations (with a focus on bettering people, the planet, or profits).

Segmenting, Targeting, Positioning, and Differentiation

Identify the specific segmentation strategies that you will use. Identify your target markets. Incorporate the use of specific demographics and data in your research.

Marketing Strategy

In this section, use the four Ps of marketing to specifically explain your product, price, promotion, and place (or distribution) strategies. Identify any specific competitive advantages that you have for each P that you are using.


How do you want your customers to perceive your product or service? What benefits will you offer? What is your sales strategy? Explain whether you will focus on business-to-business (B2B) or business-to-consumer (B2C) markets.

Branding Strategy

What is the branding strategy for your organization? What is the purpose of your b rand? How will you differentiate yourself from domestic and/or international competitors?

Technology and Social Media

Identify any tools that you will use in your promotions, marketing, or advertising. List any tools that you will use for customer relationship management and identify specific social media tools that will be used.

Implementation Plan

Identify tactics and strategies that you will use to implement your marketing plan. Tactics are short-term, and strategies are long-term. Identify specific dates that you will achieve certain action items. Include a chart or graph that disseminates this information in a linear fashion.

Evaluation and Control

How will you evaluate the effectiveness of your marketing plan? How will you follow up with customers? Will you use surveys to track satisfaction, and will you take future actions that are based on customer recommendations?


Include any final thoughts or recommendations that might be pertinent to your marketing plan.

Executive Summary

This section of your marketing plan will capture your key proposal, recommendations, and projected outcomes of the plan. Summarize the key components of your marketing plan in this section.

Your completed plan must be four pages in length. All sources used must be referenced; paraphrased and quoted material must have accompanying citations. You must use at least three references, including one source from the CSU Online Library. Sources must be cited and referenced in APA Style.

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