Marketing Plan Development for Engineers
Translated by
ScribdTranslationsMarketing Plan Development for Engineers
Translated by
ScribdTranslationsADMINISTRATION FOR ENGINEERS
ACADEMIC ASSIGNMENT 2
Objective:
The work aims for the student to develop critical thinking skills.
management of information as well as working in multidisciplinary teams. The Task
The academic work will be divided into two parts, the first being the development of a Plan of
Marketing.
Scenario:
The group must create a small business for which it has capital.
200,000 soles.
The group must choose a product that meets the following characteristics:
It must be sold directly to the end user.
It must be substantiated what need/desire is satisfied for a group (niche) of
people who are currently not being well served.
You must propose a promotion program that does not exceed 10% of
sales forecast.
You must make a sales estimate for this product, using
market research and statistical tools.
The teacher takes on the role of a shareholder and must be supported in the proper use of the
capital invested, as well as the proposed marketing strategy.
Instructions:
The group must consist of a minimum of 3 and a maximum of 5 members. All the
members who participated in the preparation of the progress must appear in the
The members omitted on the cover receive a score of ZERO.
The work is presented in Word, including cover page, index, and consulted bibliography.
In addition to the course bibliography, you must use at least 2 academic sources.
external, Google Books, CDI databases, do not use Wikipedia, Monografí[Link],
[Link], Rincón del Vago, none of those types of non-arbitrated sources.
The work must be a maximum of 25 pages (excluding annexes).
Structure of the work
1. Executive summary: justification for the choice of the product to be developed.
2. Visión, Misión y Objetivos.
3. Analysis of the environment: Macro-environment and Micro-environment
4. Internal Analysis: Value Chain
5. Creation of a Cross SWOT Matrix (SO, WO, ST, WT)
6. Definition of the overall strategy: Porter's generic strategies of leader in
cost, leader in quality or niche specialist (sustained)
7. Definition of general marketing strategies:
7.1. Segmentation and analysis of the chosen consumer behavior
(sustained)
7.2. Positioning (supported)
8. Definition of the product strategy
9. Definition of the pricing strategy
10. Definition of the placement strategy
11. Definition of the promotion strategy
12. Sales forecast (based on market studies)
Sources and bibliography:
Any material used must be properly cited within the document and
their respective bibliographic reference at the end in Bibliography (Use of APA 6 system, it
find in Blackboard)
Shipping method:
It must be uploaded to the Virtual Classroom, Academic Task 2 section.
Delivery date:
Before the start of the class corresponding to Session 11.
Evaluation rubric
Level
Criterion Satisfactory In process Insufficient
Development of Develop all the It was missing to develop 1
all work points. point or more than
points of the work.
structure of the [2 points]
work [0 points]
Maximum 2
points
Comply with the He/she made a mistake in the
Definition of requirements of definition of to the
Visión, Misión development of a minus one (Vision,
visión, Mision y mission and objectives
and Objectives of objectives. [0 points]
the company Maximum 1 point
Maximum 1
points
Perform an analysis of the Conduct an analysis of the Conduct an analysis
Analysis of correct environment, environment where some of the environment with
showing trends information does not have information
environment in the future and using support or source / no past, where not
external reliable sources. everything is projected to stand out
Showing only the future or little future trends
Maximum 2 factors that relevance for the and the information not
points significant relevance business. it has support
for the business.
Maximum 1 point
Maximum of 2 points [0 points]
Perform an analysis Perform an analysis Perform an analysis
Analysis of correct internal incomplete internal internal, without
using the string of using the chain of support or theory,
environment value and showing that value but in some where we don't
Internal activities activities I do not they visualize the
currently visualize them activities that are
Maximum 2 they develop where activities that fortresses and
points they have strengths or they carry out or where there are weaknesses.
where do they have fortresses and where
weaknesses. they have weaknesses. [0 points]
Maximum 2 points Maximum 1 point
Studies of Employ study of Some statements Most of the
market market do not have affirmations are
correctly adequate sustenance and assumptions and not
Maximum 3 prepared for there are assumptions they have
points support their reliable support
affirmations Maximum 1 point
[0 points]
Maximum 3 points
Definition and Propose a strategy Propose a strategy Proposes a
support of with support and criteria with little support, no strategy without
it is demonstrated a support and it is not
the
Maximum 2 points selection process Clara
strategies
the same
generic
Maximum 2 Maximum 1 point [0 point]
points
Development of Development of the 4 Develops poorly Develop
marketing variables of one of the variables of the poorly 2 or
Mix marketing mix, where marketing mix more variables of the
there is a coherence marketing mix
Maximum 4 among them. Maximum 2 points
points [0 points]
Maximum 4 points
Forecast of Make a forecast Propose a
sales sales with support forecast of
and use of studies of unreliable sales,
Maximum 2 market employing not usa
points tools correctly the
statistics statistics.
Maximum 2 points Maximum 1 point
Presentation The report is The presentation of The presentation of
presented with a report does not save report does not save
Maximum 2 clear writing and always a writing a clear writing
points ordered. Includes the clear and organized. No and orderly. No
complete data of the Include all the data Include the data
task and of the group and not complete of the index and complete of the
contains errors of the group, also index and group,
orthographic. Uses contains some contains more than
APA format. spelling errors. three mistakes
spelling.
[2 points] 1 point
[0 points]