Marketing Plan Analysis

Assessment Instructions Case studies are a very effective way of applying business concepts to a real world situation, or one that’s constructed to be very much like a real world situation, and that approach will be used for this activity. For this assessment, consider that you work as a marketing analyst for a consulting firm, and that your manager asked you to develop a case study for the executive team of the organization in the case. That executive team will use your analysis and recommendations in their business planning Analyze the marketing and sales portions of the Aircraft Equipment Maker Business Plan (linked in the Resources). Provide suggestions for improvement based on your analysis. Note: This sample business plan from the Bplans Web site features a fictitious organization called Stretch ‘r Wings. The Stretch ‘r Wings sales approach is described in Sections 5 and 6 of the plan. Address the following in your analysis: Describe the components of the organization’s sales approach and explain why that approach was likely utilized. Assess the effectiveness of the sales plan for a business in this market, with this marketing mix, based upon an analysis of the plan’s specific strengths and weaknesses. Explain how the sales plan affects implementation of sales strategies and suggest ways in which managers might address implementation challenges related to the plan. Suggest changes to the sales plan to make it more comprehensive and to better communicate the sales approach, and explain how those changes will make the plan more effective. Based on your executive audience, your case study should be well organized and written in clear, succinct language. Follow APA rules for attributing sources that support your analysis and conclusions. Required Resources The following resources are required to complete the assessment. Internet Resources Access the following resources by clicking the links provided. Please note that URLs change frequently. Permissions for the following links have been either granted or deemed appropriate for educational use at the time of course publication. Palo Alto Software. (2013). Aircraft equipment maker business plan: Stretch ‘r Wings. Retrieved from Bplans Web site: http://www.bplans.com/aircraft_equipment_maker_business_plan/executive_summary_fc.cfm Suggested Resources The following optional resources are provided to support you in completing the assessment or to provide a helpful context. For additional resources, refer to the Research Resources and Supplemental Resources in the left navigation menu of your courseroom. Capella Resources Click the links provided to view the following resources: Assessment 7 Context. Library Resources The following e-books or articles from the Capella University Library are linked directly in this course. McDonald, M., & Wilson, H. (2011). Marketing plans: How to prepare them, how to use them (7th ed.). Hoboken, NJ: Wiley. Ruff, R., & Spirer, J. E. (2001, September). Give sales force all the research they’ll need to succeed. Marketing News, 35(20), 28–29. Course Library Guide A Capella University library guide has been created specifically for your use in this course. You are encouraged to refer to the resources in the BUS-FP3030 – Fundamentals of Marketing and Sales Library Guide to help direct your research. Bookstore Resources The resources listed below are relevant to the topics and assessments in this course and are not required. Unless noted otherwise, these materials are available for purchase from the Capella University Bookstore. When searching the bookstore, be sure to look for the Course ID with the specific –FP (FlexPath) course designation. Lamb, C. W., Hair, J. F., & McDaniel, C. (2018). MKTG 11 (11th ed.). Boston, MA: Cengage Learning. Ries, A., & Trout, J. (1994). The 22 immutable laws of marketing. New York, NY: Harper Business.