Strategic Marketing – Ford Motor Company



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Organizations create marketing strategies all the time – or they should. Putting that strategy into action is the role of the marketing plan. It is here, in that marketing plan, that you will find details for implementation, evaluation, and control.

You will be creating a marketing plan over the duration of this course. Worksheets are available in the Appendix of the text and in electronic format at These worksheets will aid you in creating a marketing plan for the company you select for the Marketing Plan final project.

You will have multiple deliverables assigned that correspond to the materials being discussed in the readings. This will help a large project seem much more manageable, and you will add to the plan as you learn the concepts. Do this weekly and the final marketing plan will evolve naturally.

Here is the overall structure of a marketing plan:

Read the entire Appendix – Marketing Plan Worksheets. It is located at the end of the book after the Cases section. Your final marketing plan will contain the following sections:

o ExecutiveSummary
o SituationAnalysis
o SWOT Analysis
o MarketingGoalsandObjectives o MarketingStrategy

o MarketingImplementation o EvaluationandControl

Submit for approval a company that you will examine to complete the Final Marketing Plan due in Unit 7. You can select a well-known company, one in your community, a non-profit, one you work for, or an organization you belong to or support.

For this initial assignment of the Marketing Plan, provide a 2 page summary of the company, a brief history, and its products, services, and customers as you understand them to be today. Refer to the chart above for content ideas. Over time and through this process, you may modify your thinking about this company. Stay tuned for that.

The paper for this initial part of the Marketing Plan will be 2 pages, double-spaced, to include a separate cover sheet and reference page. You should include a minimum of 3 outside references, in APA format. If you quote the text, cite it, but do not include it as an outside reference.

NOTE: The Marketing Plan has four separate assignments and you will be working on these throughout the class. Here are your deliverables:

Unit 1 – Company Selection Summary
Unit 3 – Situation and SWOT Analyses
Unit 5 – Marketing Goals, Objectives, and Strategy

Unit 7 – Marketing Implementation, Evaluation and Control, Executive Summary

When you submit the final Marketing Plan at the end of Unit 7, you should incorporate all sections of the marketing plan that you worked on for your selected company. You will take the feedback provided by your instructor on the assignments submitted in Unit 1, Unit 3, and Unit 5 and apply it to those sections before submitting the final plan. Your final Marketing Plan will range between 17-20 pages once it is complete. Incorporate your Unit 7 results into the final plan. Do not submit separately.

Students: Be sure to read the criteria, by which your paper/project will be evaluated, before you write, and again after you write.

Evaluation Rubric for Marketing Plan- Company Selection Summary Assignment

Excellent 20 – 18 points

Very Good 17.9 – 16 points

Average 15.9 – 14 points

Needs Improvement 13.9 – 0 points

Content 20 Points
The topic addresses the assignment, is substantive, and well-formulated

The topic is clear and addresses the assignment

The topic is clearly stated but body is not well-formulated

The topic is not well-formulated

Supporting Information 20 points

Supporting information and detail are used effectively to
support the topic

Supporting information and details are explained sufficiently

There is some supporting detail, not enough to support argument

There is a lack of supporting information and detail

Organization 20 points

The organization is particularly well- suited to the topic


The organization is appropriate to the topic

Paper demonstrates that there was sufficient preparation for adequate delivery. Mechanics were sound

Very Good

There is evidence of some organization, but is not consistent throughout
the paper


The organization selected does not fit the context, or is a poor selection given the context

Preparation and Ongoing Developmen t
20 points

Paper demonstrates that there was thorough preparation. The paper was well- designed
and executed

There is some evidence of preparation but there are problems with mechanics

Paper demonstrates a lack of preparation. Mechanics were poor.


10 – 9 points

8.9 – 8 points

Presentation meets basic requirements of college-level writing

7.9 – 7 points

Improvement 6.9 – 0 points

Grammar 10 points

The presentation exhibits skilled use of grammatical elements

There is some evidence of college-level writing but needs work

Presentation is not appropriate to college- level

References 10 points

Work displays skilled use of APA citation method

Work includes references, but there are problems with APA method

There are some references/citations but no clear citation methods

Work displays
no or few references

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