Write a marketing plan based on the Dillard’s retail chain opening the restaurant you have chosen inside each of their retail outlets.
Use facts about Dillard’s where you can and use your imagination and innovation when you can’t.
Note: Dillard’s opening restaurants is fictional only relevant for this exercise.
Your marketing plan will be a minimum of 12 pages in APA format and will include a title page, an abstract page, a minimum of 9 pages of text, and a reference page.
CAUTION: the APA format is very specific as to margins, headings, layout, title, abstract, page numbering, citations and references.
Headings and page numbers to assist in the navigation of the report are also required.
Use of APA style guide is required.
Writing the minimum will not get the better grades, writing more will.
DO not add to the marketing plan more than I ask.
Re-using a case analysis from another class is not acceptable and will result in zero points for the assignment. Instances of plagiarism will be investigated and handled in accordance with the university handbook.
You need to reference at least 3 sources. It is imperative that the sources be cited where they are used in the report; and, on the reference page. Your text must be one of the resources.
The focus of your marketing plan should be addressed to Dillard’s.
Your plan must clearly indicate you are a leader in marketing and Dillard’s is your potential client.
The case study is due the sixth session.
Email me your word document on or before class.
Below is the marketing plan outline:
I. Background (1 page minimum)
A. Brief history of organization
II. Situation analysis (5 page minimum)
A. Environmental trends
– Macro and Micro if appropriate
B. Stage in industry/product life cycle
C. Opportunities, and Threats
D. Strengths and weaknesses
E. Analysis of strategy
– Customer profiles
– Market segmentation
– Target market(s)
F. Competitive Environment
III. Conclusions and Recommendations (3 page minimum)
– Your conclusions and recommendations as a marketing professional (support with evidence as well as opinion), including how you will specifically advertise your client’s business (see Types of Marketing Media below)
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