Tennessee FFA Association | Career and Leadership Development Events
Marketing Plan
Tennessee FFA Association | Career and Leadership Development Events
2
Marketing Plan
Revised: June 2023
Purpose
The marketing plan career development event is designed to assist students with
developing practical skills in marketing through the development and presentation of a
marketing plan. Students research and present a marketing plan for an agricultural
product, supply or service. Students will experience a client-consultant relationship that
further connects them to their community and prepares them for potential future careers in
marketing.
Objectives
Through participation in the national event, participants will:
•
Demonstrate an understanding of the marketing plan process.
•
Explore and prepare for possible careers in marketing.
•
Develop partnerships and improve relations between industry, their local FFA chapters
and the general public.
Event Rules
•
A team representing a chapter will consist of three members from the same chapter.
•
FFA official dress is required for this event.
•
No student that has competed on the national level in this contest will be allowed to
compete on the state level after national competition.
Program Structure
The marketing plan career development event includes a written marketing plan and live
presentation. The marketing plan is focused on solving a relevant, real-world business’s
objectives through sound research, pertinent insights and clear recommendations. The
marketing plan rubric offers a thorough review of marketing plan components and
attributes.
CLIENT SELECTION
Teams will select an actual, existing local agribusiness, either an established or start-up
enterprise, that serves the community; further referred to as the ‘client.’ Teams decide on the
product or service for the marketing plan. The team should serve as a marketing agency for
the business; collaborating with the client to deliver owned insights about their company
and potential opportunities for their growth through marketing.
Teams should work with an off-campus organization. Marketing plan effectiveness is largely
based off a response to learning and understanding an outside client’s needs. To emphasize
the importance of the client-agency relationship to form the marketing plan, the following
are not permitted as selected ‘clients:’
•
Teams should not use their chapter as a client*
•
Teams should not develop their own business or product for their marketing plan
development project.
Teams should not use a start-up or business that is owned by one of its team members; or in
Tennessee FFA Association | Career and Leadership Development Events
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Marketing Plan
Revised: June 2023
which a current team member provides the client relationship.
•
*If a chapter has a certified state business LLC that has been operating prior to plan
development, the chapter may use their business as their marketing plan development
project.
Event Format
EQUIPMENT
Tennessee FFA will make every effort to provide equipment needed such as projectors.
However, teams are encouraged to bring any necessary equipment to present.
Students should not assume there will be internet connectivity at the event site. If teams
plan to use internet resources, it is recommended that they be embedded into the media
presentations.
It is the responsibility of the team to provide any additional equipment, including computer
adapters.
Tennessee FFA Association | Career and Leadership Development Events
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Marketing Plan
Revised: June 2023
WRITTEN PLAN (100 POINTS)
Instructions
A marketing plan should be focused on the end consumer. This is different from a business
plan.
•
Emphasis should be placed on using marketing techniques to increase the value of the
selected client’s products or services to its determined target audience. Marketing
techniques should be informed from primary and secondary research and show a clear
understanding of client’s needs.
•
A marketing plan is concerned with the future. Historical information is very valuable, but
the actual plan must be a projection. A plan presented in the current year should be
developed for the following year. A three-year timeframe is suggested, which would
mean the inclusion of the two years following the current year.
•
The project outline should include the following aspects of the marketing process:
Brief description of the client and its product or service attributes (5 points).
Situational analysis (30 points).
o
Client’s status in the current market
o
Trends in the industry
o
Competitor analysis (displayed as SWOT analysis)
o
Client’s SWOT analysis, with consideration to service or product
o
Primary research results (surveys, focus groups, interviews)
o
Buyer profile and behavior, as discovered through primary and secondary research
Business proposition (20 points).
o
Develop a mission statement
o
Make key planning assumptions (cite sources of information).
o
Identify the target market and its attributes.
o
Have short and long-term objectives — must be specific, measurable, attainable and
have completion dates (SMART objectives)
Strategies and action plan (25 points).
o
Product
o
Price
o
Place
o
Promotion
o
Position
Projected budget (10 points).
o
The marketing budget should outline realistic, specific costs connected to the
recommendations as outlined throughout the plan. The budget should be future-
oriented and include the current year plus two additional years in advance, detailing:
▪
Cost of marketing strategies
▪
Pro forma income statement that details the realistic costs and returns of the
marketing strategies
▪
Calculated financial return of the marketing plan
The budget should not illustrate the client’s entire financials; and only detail those financial
items directly impacted by value-added marketing efforts. The agency’s objective is to
showcase true value and return specific to its marketing recommendations, as part of
delivering enticing and effective solutions to its selected client.
o
Teams should utilize the following formula to calculate ROI. ROI should be specific to
marketing recommendations:
[($ Sales – $ Marketing Cost) / $ Marketing Cost ] x 100 = % Marketing ROI
Tennessee FFA Association | Career and Leadership Development Events
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Marketing Plan
Revised: June 2023
Evaluation (5 points).
o
Benchmarks to track progress toward goals.
o
Identify tools to measure established benchmarks.
o
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 uploaded
by the posted deadline.
o
A penalty of 10 percent will be assessed for documents received after the Sept. 1
upload deadline.
o
If the written plan is not received seven (7) days after the upload deadline, the team
may be subject to an additional 25-point deduction. States qualifying after the Sept. 1
deadline will have 10 days from the state qualifying event date to submit their written
plan.
o
State name and chapter number MUST be on the written plan title page. If not
included, a penalty of five points will be deducted.
The document should not exceed eight (8) single-sided, 8.5 x 11-inch pages and must be 10
point or larger type size; formatted with margins no greater than 1 inch. Font sizes apply to all
text and tables, if applicable. A five-point deduction will be applied to all marketing plans that
do not follow these guidelines.
Title page — one page
o
Project title
o
State name
o
Chapter name
o
Chapter number
o
Year
Text and appendices — seven pages
o
Marketing plan
o
Supplemental surveys, graphs, maps and/or promotional pieces
Written expression is important. Attention should be given to language, general appearance,
structure and format. These components impact how your plan is scored.
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 presentation time
allowance begins. Before the presentation, teams are allowed to hand judges one, single-
sided, 8.5 x 11-inch page with changes/corrections to the written plan. No other handouts or
samples are allowed.
The live presentation should not exceed 15 minutes. Five points will be deducted from the
final score for each minute, or major fraction thereof, over 15 minutes for the presentation. An
assigned timekeeper shall be responsible for keeping an accurate record of time.
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 backup plan is recommended. After the presentation, teams are required to
reset the equipment as they found it.
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Marketing Plan
Revised: June 2023
Visual Aids.
Visual aids are not required but can be used to elevate presentation points and exemplify
marketing recommendations. Scoring will be based on how effectively visual aids are used;
not how elaborate they are. Visual aids should be pertinent to the presentation and
referenced appropriately throughout. If props do not enhance the presentation, they should
not be used.
Remember that visual aids should enhance and clarify what the speakers are saying, not
replace them. Visual aids (i.e., flyers, promotional materials, webpages, advertisements,
mailers, etc.) should support the marketing effort and not the product itself.
Question & Answer.
Each member of the team will participate in the question-and-answer session. The judges
will continue to act as the client; asking questions to the presentation team relevant to their
marketing recommendations. Questions will be asked to all or individual team members.
Each team will be asked questions for up to ten minutes. Questions will be both clarifying
questions regarding the specific marketing plan as well as general marketing questions. The
general marketing questions will come from the general marketing questions located in the
resources section of the handbook.
Judges & Volunteers.
At least three qualified judges will be used. Judges will be given a preview of written plans
prior to the team’s presentation, but it should be assumed judges will not have thorough
background on a team’s plans or findings prior to the presentation.
Scoring
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Marketing Plan
Revised: June 2023
TIEBREAKER
Ties will be broken based on the greatest number of high team rankings,. As teams are
ranked in numerical order, lower numbers indicate a higher ranking. Team ranks will be
counted, and the team with the greatest number of high ranks will be declared the winner.
If a tie still exists, written plan scores will be used and follow the same ranking method. The
team with the highest ranking will proceed. If a tie still exists, the team with the highest Q&A
rank will be declared the winner.
Awards
The top two teams will be recognized on stage during the 7
th
general session at the
Tennessee FFA State Convention.
References
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.
Past CDE materials and other resources are available on FFA.org.
•
Agricultural Marketing Resource Center, http://www.agmrc.org/
•
Finals Hall presentations and resources on FFA.org,
FFA.org/participate/cdes/marketing-plan
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Marketing Plan
Revised: June 2023
Written Marketing Plan Rubric
100 POINTS
Chapter
State
Team Number
Indicator
Very strong evidence of skill
5–4 points
Moderate evidence of skill
3–2 points
Weak evidence of skill
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 the reasoning
for each item in the SWOT is
provided and logical.
SWOT analysis is provided,
but there are some missing
points. The 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’s/client’s
SWOT analysis
A thorough SWOT analysis is
provided, and the reasoning
for each item in the SWOT is
provided and logical.
SWOT analysis is provided,
but there are some missing
points. The 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
Business Proposal
Mission
statement
Useful mission statement
that is relevant to the
business
Mission statement is not
totally relevant to the
business.
Irrelevant, not matching
business use
x 1
Key planning
assumption
Identifies and validates key
assumptions in the strategy
Identifies and validates most
of the key assumptions in
the strategy
Does not surface the key
assumptions or validation
for the strategy
x 1
Short- and long-
term goals
Short- and long-term
business goals are
attainable and time-bound.
Short- and long-term
business goals may not be
attainable or are not time-
bound.
Goals are missing or are
irrelevant to the business.
x 1
Tennessee FFA Association | Career and Leadership Development Events
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Marketing Plan
Revised: June 2023
Indicator
Very strong evidence of skill
5–4 points
Moderate evidence of skill
3–2 points
Weak evidence of skill
1–0 points
Points
Earned
Weight
Total
Points
Target market
Clearly identified by
demographics and
product/service meets
needs/wants of target group
Somewhat identified by
demographics and
product/service may meet
needs/wants of target group
Not identified by
demographics and
product/service does not
meet needs/wants of target
group
x 1
Strategies and Action Plan
Product
Clearly evident what
product/service is being
provided
Somewhat evident what
product/service is being
provided
Unclear what
product/service is being
provided
x 1
Price
Includes the pricing
structure and explains
why/how these prices were
determined
Includes the pricing
structure but does not
explain how the prices were
determined
Does not provide complete
pricing structure; some
products or services are
missing; No rationale for the
pricing strategy is given.
x 1
Place
Location is very convenient
for target market
Location is accessible for
target market
Location is not very
convenient for target
market
x 1
Promotion
Promotional material makes
target market clearly aware
of what the product/service
is, what it does and where it
is available
Promotional material makes
target market somewhat
aware of what the
product/service is, what it
does and where it is
available
Promotional material does
not make target market
aware of what the
product/service is, what it
does and where it is
available
x 1
Position
Unique selling position
(USP) in the market clearly
determined
Unique selling position
(USP) in the market is
somewhat determined
Unique selling position
(USP) in the market is not
determined
x 1
Budget (income statement, costs, returns, accuracy)
Income statement is
complete and demonstrates
a reasonable return on
investment (ROI); all
calculations are accurate
and accurately categorized.
Income statement is
complete and demonstrates
a questionable return on
investment (ROI); most
calculations are accurate
and accurately categorized.
Income statement is not
complete and demonstrates
an unreasonable return on
investment (ROI); most
calculations are inaccurate
and inaccurately
categorized.
x 2
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 demonstrates 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: Late submission: Written plan received after deadline. Deduct 10 percent of possible plan score or 10 points.
Submission after 7 days post deadline – 25 points
Deduction: State name and chapter number title page. If not included, a penalty of five points will be deducted
.
Deduction: Five points deducted for incorrect written plan format. (eight (8) single-sided, 8.5 x 11-inch pages and must be 10
point or larger type size; formatted with margins no greater than 1 inch)
WRITTEN MARKETING PLAN TOTAL POINTS
Judge’s Name
Judge’s Signature
Date
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Marketing Plan
Revised: June 2023
Marketing Plan Presentation Rubric
200 POINTS
Chapter
State
Team Number
Indicator
Very strong evidence of
skill
5–4 points
Moderate evidence of
skill
3–2 points
Weak evidence of skill
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 does 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/action plans
from the written plan are
pervasively included in
the presentation
Some of the
strategies/action plans
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
presentation
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
Evaluation
• Benchmarks
• Measuring tools
• Alternative strategies
Clear and compelling
narrative that seamlessly
integrates all the
important evaluation
information from the
written plan in the
presentation
A narrative that
integrates some
evaluation information
from the written plan is
included in the
presentation.
No clear demonstration
of evaluation information
from the written plan is
included in the
presentation.
x 2
Tennessee FFA Association | Career and Leadership Development Events
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Marketing Plan
Revised: June 2023
Indicator
Very strong evidence of
skill
5–4 points
Moderate evidence of
skill
3–2 points
Weak evidence of skill
1–0 points
Points
Earned
Weight
Total
Score
Communication
Speaks with confidence,
presence, poise and eye
contact; excellent use of
grammar enhances the
entire presentation;
All members participated
equally.
Some problems with
pauses, pacing and/or eye
contact and language,
includes grammar that is
average; Two members
took an active role in the
presentation.
Reads from notes, rarely
looks at audience; has
problems with
pronunciation and/or very
low level of grammar is
used;
All members did not
participate equally.
x 4
Question and Answers
Knowledge is evident and
provides a clear, concise
well-thought out answer
to the questions
Provides answers that are
somewhat unclear and at
times does not answer
questions.
Seems caught off guard
by questions and either
does not answer the
question or provides a
rambling answer
x 10
Presentation Total Points (possible 200 points)
Deduction: Five points for each minute, or major fraction thereof, presentation went over 15 minutes.
Written Plan Total Points (possible 100 points)
Sub-total (Written and Presentation)
NET TOTAL POINTS (300 POSSIBLE POINTS)
TEAM RANKING
Tennessee FFA Association | Career and Leadership Development Events
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Marketing Plan
Revised: June 2023
General Marketing Questions
•
Difference between product feature and product benefit
• What is USP?
• What is a SWOT Analysis?
• What are the components of a "product life-cycle"
• Name the 5 P's of marketing?
• What is place in marketing?
• Difference between focus group and survey
• Give 3 Examples of marketing expenses.
• What is a Target Market?
• What is secondary research?
• What is positioning in the marketing process?
• What does ROI mean?
• In SWOT, what are threats? Name two Threats are outside factors that could negatively affect the product or service.
• What is an example of a supply chain?
• How many steps are there in your client's supply chain?
• How is retail price determined?
• What is a benchmark?
• What characteristics should be in a customer profile?
• What is mobile media?
• What is the difference between media reach and media frequency?
• What is primary research?
• Give 2 examples of compensation for a sales team.
• What is depreciation, and does it affect your client's product?
• What three factors appear in the income statement?
• What is a SMART goal?
• What does market share mean?
• What is COOP advertising?
• What is the difference between advertising and public relations?
• What is PR?
• What is point of sale advertising?
• Is having the lowest price essential? Why or why not?
• What is pricing structure?
• 5 W's of Public Relations?
• Give three examples of electronic media?
• What is an advertising premium?
• What is a pro forma income statement?
• What are some basic advertising metrics?
• What is the Starch Test?
• What is a Readership Survey?
• What is Message Testing?
• What is a Focus Group?
• Explain price elasticity
• What is a mission statement?
• How does price inelasticity impact product sales?
• What does an advertising agency do?
• Name two career opportunities in the marketing industry
• What is the best method of promotion that draws potential customers to a sale?
• Two examples of a measurable goal for a marketing plan
• How can industry trends and information be used to identify immediate marketing opportunities?
