Mission Amarillo – A Non-Profit Marketing Plan Case Study

Primary subject matter for this case includes brand development and strategic attention to target markets. Secondary issues include the marketing plan components: executive summary, situation analysis, marketing strategy, objectives, implementation, and control. As this case pertains to a nonprofit organization, the stakeholders involved will include not only the intended beneficiaries of the nonprofit's attention, but its donors and volunteer supporters. Students will prepare the components of a marketing plan with attention to brand development, particularly with discussion of marketing tactics.