Alabama A & M University Chapter 2 Great Wolf Resorts Marketing Plan Paper

Question Description

Marketing Project Overview

The Marketing Project is intended to help you better understand how to develop a marketing plan. It will involve your collecting, analyzing and then submitting the information needed to complete this marketing plan in sequential memos. You will then use those memos as a foundation for the marketing plan.

Context
The context for your marketing plan will be the water park industry. You will need to delve into this industry using the resources provided. The goal upon completion of the assignment is not that you become an expert in water parks so much that you better understand how to develop a marketing plan. The how will work for any industry.

A report on the water park industry is available to you HERE . Additional research may be available from other library resources, trade associations, news reports, etc.

A recent report on the company, Great Wolf Resorts Holdings, Inc., is available to you HERE . Additional research is available from library resources and news reports, etc.

The SWOT SUMMARY/ANALYSIS portion of a marketing plan can be challenging. This part of a marketing plan is for brainstorming. Based on the External/Competitive Environments and the Internal Environment of the firm, what are some actions the firm might take. Possibilities include: (1) how can the firm use one of its strengths to take advantage of a favorable trend (an SO Strategy); or (2) how can a firms strength protect it from a threat to the industry (an ST Strategy), etc.

A Youtube video that overviews SWOT SUMMARY/ANALYSIS by one of our Troy strategy professors is HERE (Links to an external site.). It would be well worth your time to review. You can skip thru aspects of the process that are already clear to you.

https://www.youtube.com/watch?v=n2sBMrRZjA8&feature=youtu.be (Links to an external site.)

Instructions
Your marketing manager has tasked you with helping to develop a marketing plan for your waterpark company. The marketing plan HERE will serve as the format. An example using this format is provided in the Chapter 2 Appendix of the course textbook.

Marketing Plan Part One

To: You

From: Your Manager

Date: Nov 8, 2020

Subject: Company Marketing Plan

You have been tasked with helping develop a marketing plan for the company, Great Wolf Resorts Holdings, Inc. You will integrate the information you have collected thus far to develop Part One of the Marketing Plan. Part One includes the first three sections: the SITUATION ANALYSIS, the SWOT SUMMARY/ANALYSIS, and MARKET RESEARCH.

Review the example marketing plan to see what content goes under each section. You will have substantially less content than the example but the example will give you a pattern. You have already developed some parts of Part One with the marketing memos you have prepared. Where it is appropriate, pull that info into your plan.

The SITUATION ANALYSIS should elaborate on the situation in which Great Wolf currently finds itself, both internally and externally.

The SWOT SUMMARY/ANALYSIS has proposed actions based on the strengths and weaknesses of Great Wolf relative to the opportunities and threats that the water park industry faces.

In the example, the MARKET RESEARCH section provides info on the research that has been completed. No research has been collected thus far. Your MARKET RESEARCH section should propose three research issues that would be important to examine before any proposed actions were implemented by Great Wolf.

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