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MARKETING PLAN Career Development Event
The marketing plan CDE is to help students develop practical skills in the marketing process through the development and presentation of a marketing plan. The plan may focus on the introduction of a new agricultural product, supply, or service or on the improved marketing of an existing product, supply, or service.
Purpose and Objectives The purpose of the marketing plan project is to help students gain an understanding of the marketing process through the development and presentation of a marketing plan.
The objectives of the marketing plan project competition are:
- To develop an understanding of the marketing planning process
- To provide an activity to focus student and community attention on the agri marketing curriculum
- To allow students to explore and prepare for possible careers in agri marketing
- To help develop partnerships and improve relations with agricultural industries, local FFA chapters, and the general public
Description This CDE is a activity in which contestants research and present a marketing plan for an agricultural product, supply, or service. This activity may involve the entire chapter, a specific agriculture class, or a three-person team but the intent is to have a three-person team present the results of primary research involving the local community in providing a reasoned and logical solution to a marketing problem. Understanding of the marketing process is manifested in the marketing plan that is presented in a five to eight page document and a live presentation before qualified judges. Student involvement in all phases of this CDE is essential. Though only three individuals are on a team, any number of students may assist with the primary and secondary research.
CDE Format The CDE shall consist of three parts:
Part I. Written Plan (executive summary) 25 points
Part II. Live Presentation 60 points
Part III. Questions and Answers 15 points
Total Points 100 points
I. Written Plan
A. Select a local agricultural product, supply, or service. Emphasize discovering marketing problems in the local community.
B. The product, supply, or service chosen may be marketed TO producers (inputs) or BY producers (outputs).
C. Emphasis should be placed on the “valued added” concept using marketing techniques to increase the value of existing products, supplies, or services.
D. The written plan should include the following aspects of the marketing process:
- Analysis of market - “Where are we now?” a. Buyer profile and behavior b. Competition’s strengths and weaknesses c. Your product’s or firm’s strengths and weaknesses d. Sales trends and forecasts
- Business proposition - “Where are we going?” a. Key planning assumptions (cite sources of information) b. Target market c. Measurable and attainable objectives d. Strategy statement
- Action plan - “How do we get there?” a. Product positioning b. Price c. Place d. Promotion
- Projected budget - “How much did you sell?” “How much did it cost?” and “What do you have left?” a. Sales revenue b. Cost of goods sold c. Marketing plan costs d. Earnings
- Evaluation - “Did we do it?” a. Achievements b. Recommendations for future action
E. Written plan procedures
- Must be mailed so that the plan is postmarked three weeks before the CDE.
- The written plan document should not exceed eight (8) pages in length (not including title page).
- Manuscript must be typed, double-spaced.
- Written expression is important. Attention should be given to language, general appearance, structure, and format.
F. Scoring the written plan
The maximum score on the written plan is 25 points. Six areas are considered in scoring the written plan as follows: (The number of points allowed for each area is shown in the parentheses.)
- Market Analysis (5 points)
- Business Proposition (5 points)
- Action Plan (5 points)
III. Time Allowance
The maximum time allowed for the presentation is 15 minutes. The timekeeper shall be responsible for keeping an accurate record of time. Five points are to be deducted from the final score for each minute, or fraction thereof, that a presentation runs over 15 minutes.
IV. Contest Administration
The state quota is eight teams. Teams must preregister with Dennis Bjorklund by March 1. If more than eight teams preregister teams will be notified and market plans must be sent to Dennis Bjorklund by April 1. The market plans will be judged and the top eight teams will be chosen by April 10. All participating chapters will be notified if they will be competing at the State FFA Convention on April 10..
A. Judges
Three qualified judges should be selected to represent a mix of industry, education, and communication, if possible.
They should have some understanding of the marketing planning process.
B. Room arrangement
- Only the designated resources are to be provided and no other resources will be used.
- Conference room style is suggested.
C. Eligibility
- All team members should be active FFA members in good standing.
- Official FFA dress is required.
- Alternatives are not allowed in competition.
V. Resources
This list of references is not intended to be all-inclusive. Other sources may be utilized, and teachers are encouraged to make use of the very best instructional materials available. The following list contains references that may prove helpful during event preparation.
National FFA Core Catalog
- National Career Development Event Questions and Answers— http://shop.ffa.org/cde- qas-c1413.aspx
- Power of Demonstration DVD— http://shop.ffa.org/power-of-demonstration- p38845.aspx
Agricultural Marketing Resource Center, http://www.agmrc.org/
Marketing Plan CDE Score Sheet
Chapter Name
I. Written Plan (8 pages maximum)
Market Analysis ( 5 points)
Points Allowed
Business Proposition ( 5 points)
Action Plan ( 5 points)
Budget ( 4 points)
Evaluation ( 3 points)
Written Expression ( 3 points)
Total Points ( 25 points)
II. Presentation (15 minutes maximum)
Marketing Process (30 points) (Understanding and clear presentation of the five parts of a marketing plan)
Primary Research (15 points) (Involvement in solving a local community- oriented agribusiness marketing problem)
Effectiveness (15 points) (Organization, professionalism, effectiveness of visuals, and adherence to guidelines with the presentation.)
Total Points (60 points) _
III. Question and Answer Session (15 points)
Total points (15 points)
IV. Overall Score (Add sections I, II, and III)
V. Deductions (Deduct 5 points for each minute, or fraction thereof, the presentation went over 15 minutes)
VI. Final Score (Subtract line V and IV)
