MARKETING*PLAN** 3*Member*Team* * IMPORTANT*NOTE*

Transcription

1 MARKETINGPLAN 3MemberTeam IMPORTANTNOTE Please&thoroughly&read&the&General&CDE&Rules&Section&at&the&beginning&of&this&handbook&for&complete& rules&and&procedures&that&are&relevant&to&state&ffa&career&development&events.&& & I. PURPOSE Themarketingplaneventisdesignedtoassiststudentswithdevelopingpracticalskillsin themarketingprocessthroughthedevelopmentandpresentationofamarketingplan. Studentsresearchandpresentamarketingplanforanagriculturalproduct,supplyor service.itisintendedasacompetitiveactivityinvolvingateamofthreepersons workingforanactuallocalagriebusiness,eitheranexistingorstarteupenterprise,to supportffa'soutreachmission. Localchaptersmayinvolvetheentirechapter,aspecificagricultureclassorathreeE personteaminthedevelopmentoftheplan.athreeepersonteamwillpresentthe resultsofprimaryresearchinvolvingthelocalcommunitythatprovidesareasonable andlogicalsolutiontoamarketingproblem.understandingofthemarketingprocessis manifestedinthemarketingplan,whichispresentedinawrittenplanandinalive presentationtoqualifiedjudges.thoughonlythreeindividualsareonateam,any numberofstudentsmayassistwiththeprimaryandsecondaryresearch. II. OBJECTIVES A. Toencouragestudentstodemonstrateanunderstandingofthemarketingplan process. B. ToprovideanactivitytofocusstudentandcommunityattentionontheagriE marketingcurriculum. C. ToencouragestudentstoexploreandprepareforpossiblecareersinagriEmarketing. D. Tohelpdeveloppartnershipsandimproverelationsbetweenindustry,localFFA chaptersandthegeneralpublic. III. EVENTRULES A. ItishighlyrecommendedthatparticipantswearFFAOfficialDressforthisevent. B. Atleastthreequalifiedjudgeswillbeused.Judgesshouldbeselectedtorepresenta mixofindustry,educationandcommunicationandwillhaveasufficient understandingofthemarketingplanningprocess. 1. Verbalfeedbackfromjudgeswillbeavailablefollowingpreliminaryand

2 IV. semifinalroundsforteamsthatdonotadvance. 2. Thejudges writtenevaluationswillbedistributedattheawardsceremony. C. Atimekeeperwillbeprovided. EVENTFORMAT A. TeamMake=Up AteamwillconsistofthreemembersfromthesameFFAChapter.Onlythethree certifiedteammemberscantakeanactiveroleinthepresentationofmaterialsanduse oftechnologyduringthepresentation. B. Equipment 1. Equipmentprovidedattheeventsite: i. twotripodeasels ii. onelcdprojectorwithstandardvgacable iii. onescreen iv. oneavcartincludingpowerstripandextensioncord v. onetable vi. threechairs 2. Itistheresponsibilityoftheteamtoprovideanyadditionalequipment. C. WrittenPlan (100points) 1. Instructions i. TeamsshouldselectanactuallocalagriEbusiness,eitheranexistingorstartEup enterprise,thatservesthecommunityanddecideontheproductorservice forthemarketingplan.teamsshouldworkwithanoffecampusorganization; theyshouldnotusetheirchapterasaclient. ii. iii. iv. Emphasisshouldbeplacedonthe valueadded conceptusingmarketing techniquestoincreasethevalueofproductsorservices. Amarketingplanisconcernedwiththefuture.Historicalinformationisvery valuable,buttheactualplanmustbeaprojection.aplanpresentedinthe currentyearshouldbedevelopedforthefollowingyear.athreeeyear timeframemaybeneeded,whichwouldmeantheinclusionofthetwoyears followingthecurrentyear. Theprojectoutlineshouldincludethefollowingaspectsofthemarketing process: Briefdescriptionofproductorservice(product/serviceattributes:size, quality,etc.) 5points

3 Marketanalysis 30points a. Client sstatusincurrentmarket b. Industrytrends c. Buyerprofileandbehavior d. Competition sswotanalysis e. Product s/client sswotanalysis f. Primaryresearchresults(surveys,focusgroups,interviews) Businessproposition 10points a. Developamissionstatement b. Keyplanningassumptions(citesourcesofinformation) c. ShortandlongEtermgoalsEmustbemeasurable,specific, attainableandhavecompletiondates d. Targetmarket identifyspecificmarketsegmentswhichachieve thegoals Strategiesandactionplan 25points a. Product b. Price c. Place d. Promotion e. Position Projectedbudget 15points a. Whatwillthestrategiescost? b. Proformaincomestatementwhichdetailstherealisticcostsand returnsofthemarketingstrategies c. Calculatethefinancialreturnofthemarketingplan Evaluation 5points a. Establishbenchmarkstotrackprogresstowardgoals b. Identifyspecifictoolstomeasureestablishedbenchmarks c. Recommendationsforalternativestrategies,ifbenchmarksare notreached Technicalandbusinesswritingskills 10points 2. Procedures i. FortheOklahomacontest,thewrittenreportmustbe edtotheevent registrationonapril17,2015.teamsmustalsoregisterfortheeventat closeofregistrationwiththerequireddocumentsarenoteligibleto participate.thewrittenreportmaybesubmittedinpdformicrosoftword format. ChapternameandchapternumberMUSTbeonthewrittenplantitle page.

4 ii. Thedocumentshouldnotexceedeight(8)singleEsided,8.5 x11 pagesand mustbetenpointorlargertypesize.differentformatsandpagesizescanbe usedaslongasthedocumentdoesnotexceedtheequivalentofeight(8) singleesided,8.5 x11 pages.afive(5)pointdeductionwillbeappliedtoall marketingplansthatdonotfollowtheseguidelines. TitlepageE1page a. Projecttitle b. Chaptername c. Chapternumber d. Year TextandappendicesE7pages a. Marketingplan b. Surveys c. Graphs d. Maps e. Promotionalpieces iii. Writtenexpressionisimportant.Attentionshouldbegiventolanguage, generalappearance,structureandformat. D. LivePresentations (200points) 1. Theteamassumestheroleofamarketingconsultant.Thejudgesassumetherole oftheselectedclient. 2. Eachteamwillbeallowedfiveminutestosetupbeforetheir15minutetime allowancebegins.afterthepresentation,teamsarerequiredtoresetthe equipmentastheyfoundit. 3. Inthecaseofequipmentfailure,everyeffortwillbemadetorectifytheproblem asquicklyaspossible;however,atthejudges discretion,ateammaybeaskedto moveforwardwiththepresentation.abackeupplanisrecommended. 4. Thelivepresentationshouldnotexceedfifteenminutes.Fivepointswillbe deductedfromthefinalscoreforeachminute,ormajorfractionthereof,over fifteenminutesforthepresentation.thetimekeepershallberesponsiblefor keepinganaccuraterecordoftime. 5. Eachmemberoftheteamshouldparticipateinthequestionandanswersession. i. Thepreliminarypresentationwillbefollowedbyfiveminutesmaximumof clarifyingquestions. ii. Duringthesemifinalround,therewillbetenminutesmaximumofboth clarifyingandgeneralmarketingquestions.aminimumofthreegeneral marketingquestionswillbeasked.

5 iii. Inthefinalround,thepresentationwillbefollowedbytwelveminutes maximumofbothclarifyingandgeneralmarketingquestions. 6. Visualaidsareonlylimitedbyyourimagination.Donotassumethatthelightscan beadjustedorthecompetitionroomcanbedrasticallyremodeled.scoringwillbe basedonhoweffectivelyvisualaidsareused,nothowelaboratetheyare. Rememberthatvisualaidsshouldenhanceandclarifywhatthespeakersare saying;notreplacethem. 7. Beforethepresentation,teamsareallowedtohandjudgesonesingleEsided, 8.5 x11 pagewithchanges/correctionstothewrittenplan.nootherhandouts orsamplesareallowed. E. Scoring Teamswillberankedinnumericalorderonthebasisofthetotalpoints/finalscore tobedeterminedbyeachjudgewithoutconsultation.thejudges'rankingofeach teamthenshallbeadded,andthewinnerwillbethatteamwhosetotalrankingis thelowest.otherplacingswillbedeterminedinthesamemanner(lowrankmethod ofselection).alleventscorecardsareattheendofthischapterofthehandbook. WrittenPlan.100 LivePresentations 200 TotalPoints 300 F. Tiebreaker Tieswillbebrokenbasedonthegreatestnumberoflowranks.Teamlowrankswill becountedandtheteamwiththegreatestnumberoflowrankswillbedeclaredthe winner.ifatiestillexists,thentheeventsuperintendentwillranktheteams responsetoquestions.theteamwiththelowestrankfromtheresponseto questionswillbedeclaredthewinner.ifatiestillexiststhentheteam srawscores willbetotaled.theteamwiththegreatesttotalofrawpointswillbedeclaredthe winner. G. Resources ThislistofreferencesisnotintendedtobeallEinclusive.Othersourcesmaybe utilized,andteachersareencouragedtomakeuseoftheverybestinstructional materialsavailable.thefollowinglistcontainsreferencesthatmayprovehelpful duringeventpreparation.

6 Abrams,Rhonda TheSuccessfulBusinessPlan:SecretsandStrategies TM, fifthedition.theplanningshop TM,PaloAlto,California. AgriculturalMarketingResourceCenter, ihigh snationalffamarketingfinalfourperformances, UnitedStatesSmallBusinessAssociation DevelopingAMarketingPlan, H. SupplementalMaterialsandForms WrittenMarketingPlanScoreSheet MarketingPlanPresentationScorecard

7 Written Marketing Plan Score Sheet Chapter Judge DESCRIPTION OF PRODUCT/SERVICE AND CLIENT STATUS Possible Points MARKET ANALYSIS 30 Client s status in current market 5 Industry trends 5 Buyer profile and behavior 5 Competition s SWOT analysis 5 Product s/client s SWOT analysis 5 Primary research results (surveys, focus groups, interviews) BUSINESS PROPOSAL 10 Mission statement 2 Key planning assumptions 2 Short and long-term goals 3 Target market 3 STRATEGIES AND ACTION PLAN 25 Product 1 Price 7 Place 5 Promotion 7 Position 5 BUDGET (income statement, costs, returns, accuracy) EVALUATION 5 TECHNICAL & BUSINESS WRITING SKILLS Deduction Written plan received after postmark deadline. Deduction 10% of possible written plan score (or 10 points). Deduction Five (5) points deducted for incorrect written plan format WRITTEN PLAN TOTAL POINTS 100 Earned Comments

8 ! Marketing Plan Presentation Scorecard Chapter Judge MARKETING PROCESS (understanding and clear presentation of the six parts of the marketing plan) Brief description/client status 5 Possible Points Earned Comments 130 Marketing analysis 10 Primary research 35 Business proposal 15 Strategies/action plan 30 Budget 25 Evaluation 10 COMMUNICATION Examples explained, detailed Speaking without notes, unrehearsed Tone All members participated Eye contact Mannerisms, gestures Poised QUESTIONS AND ANSWERS PRESENTATION TOTAL POINTS: 200 WRITTEN PLAN SCORE 100 S -T (WRITTEN & P ): Deduction Five (5) points for each minute, or major fraction thereof, presentation went over fifteen (15) minutes 300 NET TOTAL POINTS Team Ranking: Chapter: Team No.: Judge s Signature Date:!

9 Written Marketing Plan Score Sheet State: Chapter: Team No.: DESCRIPTION OF PRODUCT/SERVICE AND CLIENT STATUS Possible Points MARKET ANALYSIS 30 Client s status in current market 5 Industry trends 5 Buyer profile and behavior 5 Competition s SWOT analysis 5 Product s/client s SWOT analysis 5 Primary research results (surveys, focus groups, interviews) BUSINESS PROPOSAL 10 Mission statement 2 Key planning assumptions 2 Short and long-term goals 3 Target market 3 STRATEGIES AND ACTION PLAN 25 Product 1 Price 7 Place 5 Promotion 7 Position 5 BUDGET (income statement, costs, returns, accuracy) EVALUATION 5 TECHNICAL & BUSINESS WRITING SKILLS Deduction Written plan received after postmark deadline. Deduction 10% of possible written plan score (or 10 points). Deduction Five (5) points deducted for incorrect written plan format WRITTEN PLAN TOTAL POINTS 100 Earned Comments

10 Marketing Plan Presentation Scorecard State: Chapter: Team No.: MARKETING PROCESS (understanding and clear presentation of the six parts of the marketing plan) Brief description/client status 5 Possible Points Earned Comments 130 Marketing analysis 10 Primary research 35 Business proposal 15 Strategies/action plan 30 Budget 25 Evaluation 10 COMMUNICATION Examples explained, detailed Speaking without notes, unrehearsed Tone All members participated Eye contact Mannerisms, gestures Poised QUESTIONS AND ANSWERS PRESENTATION TOTAL POINTS: 200 WRITTEN PLAN SCORE 100 SUB-TOTAL (WRITTEN & PRESENTATION): Deduction Five (5) points for each minute, or major fraction thereof, presentation went over fifteen (15) minutes 300 NET TOTAL POINTS Team Ranking: Judge s Signature: Date: