Marketing Plan: Product Identification and SWOT Analysis
How to Do it
Your document should contain paragraphs that cover the following topics:
A description of your selected company/brand
The core products/services they offer
A brief history
Key current competitors
A SWOT analysis
The product or service line you want to develop a marketing plan for and a SWOT based argument for why it warrants marketing investment
Please see our sample situational analysis (completed for McDonald’s) for more details, including minimum lengths by topic.
What Should I Market?
The focus of your marketing plan can be a new product/service idea of your own or an existing product/service that you think deserves its own dedicated campaign. Just don’t pick something that you’ve already seen being actively marketed.
For example, after completing a SWOT analysis for McDonald’s, one might propose marketing new concepts like a McVeggie burger or an adult happy meal. Further afield, one might propose a whole new chain of pay to visit indoor McPlayground Centers. Or, relative to existing offerings, one might suggest a dedicated marketing campaign for say “burgers at breakfast” or after midnight snacking via the drive thru.
Lean about your brand and then let your imagination run wild. It can be a big idea that will appeal to many of their customers or a very targeted effort. You decide.