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MKTG 303 Marketing Plan for the Development of a New Product Research Paper


Development or extension of a product (Marketing Plan).

  • Choose an existing company or create your own company. Company Chosen Coca-Cola, Product: New Healthy Line of Teas sweetened with monk fruit. Hibiscus Green Tea, Classic Peach Tea and a Guava Black Tea. Packaged in a Compostable bottle. For Every bottle purchased an endangered tree will be planted.
  • Research the company, the environment (industry) it is working in and study the company’s product portfolio.
  • Propose a way of extending the product line of the company; or you can create a new company with a revolutionary product:
  • Prepare a marketing plan (report – paper) which details your research reviews, decisions and approaches based on theory and applications. Report should include the following sections:
  • 1. Cover page with company logo (1 point) also include a drawing or picture of your new product

    2. Table of contents (1 point)

    3. Executive summary (4 points)

    4. Company description / overview (4 points)

    5. Objectives and goals – usually according to marketing plan or focus (5 points)

    6. Situation analysis, emphasis on external threats and opportunities (15 points)

    7. Customer segmentation target and positioning analysis (20 points)

    8. Marketing program / strategy (25 points)

    9. Financial data projections – next 3 years (10 points)

    10. Organization/Who does what in the marketing department (5 points)

    11. Implementation (5 points)

    12. ***References (APA style) (5 points) – please refer to the plagiarism section as lack of references and citations are considered plagiarism.

    Please apply marketing concepts / theories in your marketing plan. Review some of the strategies / theories in your paper and highlight the one you choose (e.g. segmentation, target, positioning, product, price, place and promotion). You must tell me the pros and cons of options available and convince me why you are choosing the best course of action for your company. Answer the “Why” “How” and “When” things will be done related to your product launch and management.

    Maximum word count: 4,000 words (10% allowance on word count – there is no minimum word count).

  • Major section headers (i.e. situation analysis) should be bold. Sub-section headers (i.e. opportunities and threats) should be underlined.
  • The report must be typed with “1.0” line spacing; one-inch margins (left, right, top, and bottom); and 12-point font, Times New Roman. The assignments must meet a high level of professionalism in terms of language use, effort, and general presentation. APA style for citations and references are required.
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