Term Project: Projecting Consuming Desires in Downtown Brooklyn Summary of the Project This project consists of two objectives: One is to develop long-term marketing strategies for promoting Downtown Brooklyn. The time frame is five years, or between 2008 and 2013, the year after the completion of the anticipated construction and renovation of the Downtown. (http://dbpartnership.org) Another objective is to formulate short-term Integrated Marketing Communications plans for the sustainable development of the local business improvement district. The time frame is 50 weeks. Focusing on college students in Brooklyn, you explore them as existing and potential consumers and analyze their needs and wants, perceptions, motivation, attitude, and decision-making behavior. At the end of the semester, you and your team mates will submit a marketing plans book, in which situation analysis, target market(s), long-term marketing strategies, and short-term communication mix plans and operational marketing management programs are discussed. More information about MetroTech BID is found at http://www.metrotechbid.org/ Procedure: The procedure consists of the following steps: 1) situation analysis by exploratory studies, 2) target market analysis, 3) developing marketing strategies, 4) formulating IMC plans, 5) and developing an operational marketing management programs. What Is Downtown Brooklyn? Please survey literature on many faces of Downtown Brooklyn today and in the past. The meanings of place vary depending on the individual’s knowledge and experience with the place. Search for articles useful for differentiating Downtown Brooklyn and creating nich businesses. Environmental Analysis. The first step for developing marketing plans is to study the environment in which the company operates. The environmental forces consist of local economy, competition, technology, government regulations and laws, socio-cultural factors. Survey on Students in Brooklyn as Existing or Potential Customers. Based on the questions you develop in a team, you will survey needs and wants of student consumers in downtown Brooklyn. With this anonymous survey, we aim to project their consuming desires, measure perception and attitude, and their behavioral intention for consuming products, places, events in the future Downtown Brooklyn. Marketing Strategy. Based on the target market analysis, you will develop marketing strategies for the district and for the entire Downtown Brooklyn. Strategic formulation involves generic strategy (we agreed on “differentiation” in class), strategic alliances, sustainable competitive positioning, resource allocations and procurement. Based on the target market you define, discuss marketing decision making and planning in the following four areas: 1) Product (market offerings, branding), 2) Price (objectives, methods, policy), 3) Place (retailing, public markets, online marketplaces, distribution), and 4) Promotion (advertising, incentives, PR). Please note that, in class, we already discussed various marketing issues related to marketing Downtown Brooklyn, such as place branding, themes, and hyperreal tourism destination. Integrated Marketing Communication Model. Based on the research findings and the market strategy you propose, develop 50-week IMC plans in which you illustrate, by using marketing communications tools, how to create awareness, educate, stir interests, develop positive attitudes, stimulate trials, and convert a one-time buyer to regular customer of businesses in Downtown Brooklyn. I have to write a marketing plan about a business that i have to choose on a street called lawrence street in metrotech area in downtown brooklyn. the metrotech area has 3 large universities (long island university, polytechnic university, new york city college of technology) so basically the target of this business is students beside the metrotech employess and business people since the metrotech is a large organization working on redeveloping the area from old neighborhoods into a new area with a lot of new businesses and tourisim attractions. so i thought of writing about the paper about an untraditional bookstore more likely as a bookstore, lonunge and conference rooms where poeple can meet for reading studying comunicating have a drink or for holding some meetings... the lawrence street is just an empty street and where the bookstore should be made... to see a very similar samples: this is a web taken from my book: http://www.mplans.com/sample_marketing_plans/ the teacher wants me to have same exact format as any of these samples. since im an international student i want everything to be simple, short, and breif. no need for appendix. 20 pages as double space. give me a call for more information