Marketing Plan Handbook, Exams of Marketing

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Tennessee FFA Association

Marketing Plan

Handbook

Purpose

The Tennessee FFA State Marketing Plan Career Development Event is designed to assist

students with developing practical skills in the marketing process through the development and

presentation of a marketing plan. Students research and present a marketing plan for an

agricultural product, supply or service. It is intended as a competitive activity involving a team of

three persons working for an actual local agribusiness, either an existing or start-up enterprise,

to support the outreach mission

of FFA.

Local chapters may involve the entire chapter, a specific agriculture class or a three person

team in the development of the plan. A three person team will present the results of primary

research involving the local community that provides a reasonable and logical solution to a

marketing problem. Understanding of the marketing process is manifested in the marketing

plan, which is presented in a written plan and in a live presentation to qualified judges. Though

only three individuals are on a team, any number of students may assist with the primary and

secondary research.

Objectives

Through participation in the state event, participants will be able:

 To encourage students to demonstrate an understanding of the marketing plan process.

 To provide an activity to focus student and community attention on the agrimarketing

curriculum.

 To encourage students to explore and prepare for possible careers in agrimarketing.

 To help develop partnerships and improve relations between industry, local FFA chapters

and the general public.

Event Rules

A team representing a chapter will consist of three members from the same chapter. Only the

three team members can take an active role in the presentation of materials and use of

technology during the presentation.

FFA Official Dress is required for this event.

At least three qualified judges will be used. Judges should be selected to represent a mix of

industry, education and communication and will have a sufficient understanding of the

 Make key planning assumptions (cite sources of information)  Have short and long-term goals - must be measurable, specific, attainable and have completion dates

 Identify target market^ –^ specific market segments which achieve the goals

 Strategies and action plan (25 points)

 Product  Price  Place  Promotion  Position  Projected budget (10 points)

The budget should be future oriented and include the current year plus two additional years

in advance.

 Cost of strategies  Pro forma income statement which details the realistic costs and returns of the marketing strategies  Calculate the financial return of the marketing plan

 Evaluation (5 points)

 Benchmarks to track progress toward goals  Identify tools to measure established benchmarks  Recommendations for alternative strategies, if benchmarks are not reached

 Technical and business writing skills (5 points)

Procedures

A copy of the written plan, in PDF format (no larger than 20 megabytes) must be emailed or

uploaded to designated Tennessee FFA State Staff by the date listed in the calendar on tnffa.org

each year.

 A penalty of 10 percent will be assessed for documents received after the email/upload

deadline.

 State name and chapter number MUST be on the written plan title page. If not included, a

penalty will be assessed to the written plan.

The document should not exceed eight single-sided, 8.5”x11” pages and must be ten point or

larger type size. Different formats and page sizes can be used as long as the document does not

exceed the equivalent of eight single-sided, 8.5” x 11” pages. A five point deduction will be

applied to all marketing plans that do not follow these guidelines.

 Title page - one page

 Project title

 State name

 Chapter name

 Chapter number

 Year

 Text and appendices - seven pages

 Marketing plan

 Surveys

 Graphs

 Maps

 Promotional pieces

 Written expression is important. Attention should be given to language, general

appearance, structure and format.

LIVE PRESENTATION (200 POINTS)

The team assumes the role of a marketing consultant. The judges assume the role of the

selected client.

Each team will be allowed five minutes to set up before their 15 minute time allowance begins.

After the presentation, teams are required to reset the equipment as they found it.

In the case of equipment failure, every effort will be made to rectify the problem as quickly as

possible; however, at the judges’ discretion, a team may be asked to move forward with the

presentation. A back-up plan is recommended.

The live presentation should not exceed fifteen minutes. Five points will be deducted from the

final score for each minute or major fraction thereof, over fifteen minutes for the presentation.

The timekeeper shall be responsible for keeping an accurate record of time.

Each member of the team should participate in the question and answer session.

 The presentation will be followed by up to ten minutes maximum of both clarifying and

general marketing questions.

Visual aids are only limited by your imagination. Do not assume that the lights can be adjusted

or the competition room can be drastically remodeled. Scoring will be based on how effectively

visual aids are used, not how elaborate they are. Remember that visual aids should enhance

and clarify what the speakers are saying; not replace them. Visual aids, i.e., flyers, promotional

Scoring

Teams will be ranked in numerical order on the basis of the final score to be determined by each

judge without consultation.

The judges’ ranking of each team then shall be added, and the winner will be the team whose

total ranking is the lowest. Other placings will be determined in the same manner (low rank

method of selection). All event scorecards are at the end of this chapter of the handbook.

TIEBREAKER

Ties will be broken based on the greatest number of low ranks. Team low ranks will be counted

and the team with the greatest number of low ranks will be declared the winner. If a tie still

exists, then the event superintendent will rank the teams’ written plan scores. The team with

the lowest rank from the response to questions will be declared the winner. If a tie still exists

then the team’s raw scores will be totaled. The team with the greatest total of raw points will

be declared the winner.

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:^ FFA.org

 Power of Demonstration DVD: http://shop.FFA.org

 Agricultural Marketing Resource Center:^ http://www.agmrc.org/

 Final Hall Presentations

Written Marketing Plan Rubric 100 points CHAPTER STATE TEAM NUMBER INDICATOR

Very strong evidence of

skill present

5 – 4 points

Moderate evidence of

skill present

3 – 2 points

Strong evidence of

skill not present

1 – 0 points

Points

Earned

Weight

Total

Points

Description of

product/client

status

The plan contains details of the products/services; from the customer’s point of view, and identifies key competitors and how the product/service is positioned to compete. The plan describes the products/services; however, detail on the features, benefits, and competitors is lacking. Little to no information is provided on the product /service, its features and benefits, or its competitors. x 1

Market Analysis

Client’s status in

current market

Information is thoroughly and clearly reported, including such things as the type of product/service, current marketing efforts, current knowledge about customers and competitors, etc. Information is for the most part, thoroughly and clearly reported. But some information that may be critical to the marketing plan is missing. Information is provided, but there is a great deal of potentially important information missing. x 1

Industry trends Describes how major trends

and information helped identify immediate opportunity. Describes major trends that could impact this industry in the near future. Gives a brief history of the industry, but does not demonstrate understanding of trends. x 1

Buyer profile and

behavior

Describes in-depth the buyer in the customer profiles buying roles, buying behavior, and buyer decision making process. Briefly describes the buyer in the customer profiles buying roles, buying behavior, and buyer decision making process. The buyer profile section is incomplete. x 1

Competition’s

SWOT analysis

A thorough SWOT analysis is provided, and reasoning for each item in the SWOT is provided and logical. SWOT analysis is provided, but there are some missing points and reasoning for each item is not always thoroughly provided and/or logical. SWOT analysis is provided, but there are missing points and there is no reasoning provided for the items. x 1

Product/client’s

SWOT analysis

A thorough SWOT analysis is provided, and reasoning for each item in the SWOT is provided and logical. SWOT analysis is provided, but there are some missing points and reasoning for each item is not always thoroughly provided and/or logical. SWOT analysis is provided, but there are missing points and there is no reasoning provided for the items. x 1

Primary Research

results (survey,

focus groups,

interviews)

Excellent plan for collection of data justified with many facts from current business environment. Adequate data collection plan justified with a few facts from business environment. Data collection plan is unorganized and not supported by business environment. x 1

INDICATOR

Very strong evidence of

skill present

5 – 4 points

Moderate evidence of

skill present

3 – 2 points

Strong evidence of

skill not present

1 – 0 points

Points

Earned

Weight

Total

Points

Evaluation

Evaluates data or criteria in a way that reflects an in- depth understanding of the product/service. Evaluates data or criteria in a way that reflects some basic understanding of the product/service. Has difficulty evaluating important data or criteria, which demonstrate a lack of understanding of the product/service. x 1

Technical Business Writing

The plan contains no more than five spelling or grammatical errors. If any sources have been referenced, proper citations have been used. The plan is formatted according to the handbook. The plan contains more than five spelling or grammatical errors. Citations, if needed, have been cited correctly. The plan is formatted according to the handbook. The plan has many spelling or grammatical errors. No citations have been provided. The plan has not been formatted appropriately. x 1

Deduction: Written plan received after post-mark. Deduct 10 percent of possible plan score or 10 points.

Deduction: Five points deducted for incorrect written plan format.

WRITTEN MARKETING PLAN TOTAL POINTS

JUDGE’S NAME JUDGE’S SIGNATURE DATE

Marketing Plan Presentation Rubric 200 points CHAPTER STATE TEAM NUMBER INDICATOR

Very strong evidence

of skill present

5 – 4 points

Moderate evidence of

skill present

3 – 2 points

Strong evidence of skill

not present

1 – 0 points

Points

Earned

Weight

Total

Score

Marketing Process (Understanding and clear presentation of the six parts of the marketing plan)

Brief

description/client

status

Clear and engaging description of a want or unmet need in the market using data to support claims is presented. Somewhat clear description of a want or unmet need in the market is presented. Unclear description of a want or unmet need in the market is presented. x 1

Marketing analysis

 Status in

market

 Industry trends

 Buyer profile

 SWOT analysis

Clear and compelling narrative that seamlessly integrates all important market research concepts from the written plan into the presentation. Clear narrative that integrates some market research concepts from the written plan into the presentation. No clear narrative or demonstration of market research concepts from the written plan in the presentation. x 2

Primary research Market is clearly

explained using primary market research tools to persuasively support that the business in the presentation. Market is somewhat explained and demonstrates the use of some primary market research tools to support the business in the presentation. Market is not explained and do not demonstrate the use of primary market research tools in the presentation. x 7

Business proposal

 Mission

statement

 Key planning

assumptions

 Goals

 Target market

Clear and compelling narrative that seamlessly integrates all important business concepts from the written plan into the presentation. Clear narrative that integrates some business concepts from the written plan into the presentation. No clear narrative that demonstrates business concepts from the written plan in the presentation. x 3

Strategies/action

plan

 Product

 Price

 Place,

 Promotion,

Position

Strategies/actions plans from the written plan are pervasively included into the presentation. Some strategies/action plan from the written plan are included in the presentation. No clear presentation of strategies/action plans are included in the presentation. (^) x 6

Budget

 ROI

 Cost of

strategies

Clear and compelling narrative that seamlessly integrates all important financial concepts from the written plan into the Clear narrative that integrates some financial concepts from the written plan into the presentation. No clear narrative or demonstration of financial concepts from the written plan in the presentation. x 5