Create a Marketing Plan for the United States Post Office (www.usps.com). At a minimum, your plan should contain a one page Executive Summary, a careful assessment of the current situation (customers, competitors, and internal capabilities), and a thoughtful overall strategic direction and development of strategic levers (product, promotion, place/distribution, and price). You DO NOT need to write any implementation or budget sections for this assignment. Overall, the plan should be roughly 10-15 pages in length, typed, and double spaced. Any graphics, charts, tables, etc. should be placed in an appendix that does not count against your 10-15 page parameter. You do not need a cover sheet or table of contents. As a tool user, you have been exposed to many tools this semester. Demonstrate your ability to use those tools in the preparation of your Marketing Plan. Some tools relate to competition (positioning), some relate to customers (segmentation), some relate to internal capabilities (SWOT), and some relate to strategy elements (Ansoff, Rogers, BCG, etc.).
The Marketing Plan is a professional business document. Write it in a professional style, using third person passive tense. Do not use a conversational, jargon-riddled style. Do not express your own opinion about the health of the USPS – that is not relevant and could cause you to get fired from this lucrative assignment. Use proper spelling and grammar. The key to doing well in this assignment is demonstrating that you understand the concepts But the key is not just repeating information from those articles, but in figuring out a logical strategy for this venerable institution
