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Marketing Plan Topics (The selected product is Mercedes Benz’s AMG C63 Coupe) 1. Executive Summary: A synopsis of the overall plan and this should be written upon completion of the paper. 2. Background or Current Situation: a. A discussion of how the current product, service, etc., is currently being marketed, e.g. defines the “as is?” b. What is the current marketing strategy with respect to the product, pricing, distribution and promotion. c. Which of the elements are working and which are not? d. Describe the current performance of the product or service, e.g. sales volume, market share, profitability, awareness of the product, brand preference, compared to the competition and in the industry as a whole. e. Is the performance of the industry as a whole improving or declining and why? See demand and market research in Chapter 3 of the text for additional information. f. This should include the industry size in revenue and units; current and five-year forecast, performance improving or declining, competitors, along with supporting charts/trend analysis in appendix. 3. Customer Environment: a. This is the current segmentation, targeting and positioning of the product for the customers, either business or consumer. b. A description of the important identifying characteristics of the current and potential customers with respect to demographics, geographic location, psychographic profiles, values and lifestyles, and/or product usage characteristics (heavy vs. light users). c. How well is the product and firm meeting the needs of the target market and customers today. See Chapter 4 of the text, review Blue Ocean Strategy and canvas analysis, apply marketing tools associated with STP processes, etc. 4. Corporate Social Responsibility and Sustainability: a. Does the product, service, brand or firm have CSR and Sustainability initiatives. b. If so, what are they and what is their impact on the product or firm’s performance and/or brand image?