General Education

Marketing 7 – Analyze the marketing and sales portions of a business plan

Marketing 7

Analyze the marketing and sales portions of a business plan and provide suggestions for improvement. There is no page limit for this assessment.

Creativity, analysis, and flexibility are necessary for developing and implementing a strong selling plan. In today's fast-paced environment, sales plans are fluid. The ability to critically analyze plans and respond to change is a key skill for today's sales and marketing professionals.

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.

Academic Integrity and APA Formatting

As a reminder related to using APA rules to ensure academic honesty:

1. When using a direct quote (using exact or nearly exact wording), you must enclose the quoted wording in quotation marks, immediately followed by an in-text citation. The source must then be listed in your references page.

2. When paraphrasing (using your own words to describe a non-original idea), the paraphrased idea must be immediately followed by an in-text citation and the source must be listed in your references page.

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