Nature’s Candy

Marketing Plan Analysis ProjectEvaluate the marketing plan for Nature’s Candy. Tell me how good a job they did putting together their plan. 1. Provide an introduction and background on the company. (This should be at least one complete page)2. The “strategy” of their marketing plan, including the strategic mission of the firm and the mission statement.3. There must be a SWOT analysis and discussion of how they did in the completion of it. (How did the company do? What mistakes did they make, and/or what did they miss? What would you do differently?)4. There must be an organizational chart of the marketing department. (There likely won’t be one. If not, you’ll have to develop it.)5. What are the target markets and how do they plan to exploit them? .What segmentation strategy did they use? Discuss those. Be specific here. (Your analysis should certainly discuss the various strategies. Which was chosen? Is that the correct one? What would you do differently?). Use the Nielson PRIZM and VALS questionnaire in this discussion of targeting. You’ll have to do some research about these things. How might the company utilize this information?6. Complete a competitor matrix of potential competitors. (Here is a sample of one. You’ll have to determine the competition (yes, there is some guessing involved as you may not know for sure where the company is). You’ll have to determine the competitors and the features you must compare for accurate analysis.)7. Describe the external environment8. What are the marketing objectives of the firm? For example, do they want to increase sales or improve awareness (two different things with different marketing approaches)9. What marketing mix does the firm use?. Describe each of the factors of the mix (all four of the 4Ps). Is this the right mix?What would you do differently? (ensure you discuss all of the 4Ps). What are the sales promotions/techniques discussed? If there are none suggest some. What kinds of communication do they use?10. Discuss the financial information and budgets11. What contingency plans and control plans do the firm have in place.12. How is the product positioned? Discuss the marketing positioning statement (if available—write one if they don’t have one) How do they communicate the position of their product?)13. Create a perceptual map. This will require that you research the industry.

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