American Red Cross Marketing Plan Project

A 14-17 page paper (excluding cover page, index, appendices, references, etc.) on the American Red Cross

– Profit or not-for-profit organization.
– Enough current press or journal coverage to allow adequate research of the market situation.
– Enough competition or other organizations in the same or allied fields to allow research into best practices.
– Identifiable marketplace with customers, clients or beneficiaries, and other stakeholders.
– Apparent intention and potential for further market penetration or development, product development, or diversification.
– Apparent need for significant improvement or replacement of marketing strategies.
– A history of meeting the needs of its customers, clients, or beneficiaries presently and in the near past so that its brand still has some positive equity (no startups).
– Potential for meeting the requirements of the Marketing Concept… with the ability to make a profit (reach its goals) by serving the needs of customer (beneficiary) groups.The Written Report Structure

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American Red Cross Marketing Plan Project
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The Elements
Abbreviated title and folios as page headers
Title Page – no need for running head
Table of Contents
Executive Summary (not introduction)
Situation Analysis
SWOT Issues Analysis
Key Strategies with Supporting Tactical Support
Use titles and subtitles throughout (active voice is good)
Parallel organization within
Structure tightly without excessive use of outlines or bullets
Single electronic document
12-15 pages of body
20-25 pages overall maximum
12 point serif type
Format, citing, referencing per APA
Businesslike spelling, grammar, construction
Other requirements
Review the grading rubric
Electronic submission in Canvas Assignments
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