Topic: Marketing Plan
Pages: 8, Double spaced
Order type: Assignment
Language: English (U.K.)
Weighting: 50% Length: 2,000 words (not including the material from assessment 1 & 2) (submitted online via Moodle)
NOTE: The corrected information from your Assessment 2 must be submitted as the first half of Assessment 3 (it DOES NOT count as part of the word limit for assessment item 3).
The marketing plan is to be presented as a complete document including: The situational analysis, Marketing objectives, strategies and implementation plans. The final submission will comprise one Executive Summary, one introduction and one conclusion that covers the entire marketing plan (including material from all components).
Finalise (as far as possible) an actionable, realistic, marketing plan for the enterprise or organisation you selected in Assessment 1. In formulating your complete marketing plan provide the following:
1. An executive summary which highlights the key features (main findings and recommendations) of the report (NB: not an introduction). Highlight the major issues or findings linked to any recommendations to ensure both the problems and opportunities at the core of the plan are addressed.
Structural components such as: A Table of Contents, Table of Figures & Tables, Reference List, Appendices (where appropriate) referenced according to APA referencing requirements (See the APA Guide provided in Moodle).
2. An introduction which provides the aim and structure of the complete plan.
3. Your corrected situation analysis (assessment 2 incorporating feedback)
4. A product (or brand or company) lifecycle analysis (PLC).
5. A BCG matrix showing product position relative to competition. While the BCG matrix is usually for SBU portfolio analysis, in this case conduct an analysis of your company product(s) or brand(s).
6. An Ansoff analysis
7. A set of at least 3 principal marketing objectives (based on your strategic analysis of the enterprise’s position from the outcomes of the PLC, the BCG and the Ansoff analysis and considering the enterprise’s corporate mission and objectives (where these have been identified).
8. Develop a brand positioning strategy. Discuss whether you will develop a brand identity for an individual product or product portfolio or whether you will use family umbrella branding strategy.
9. Develop a brand positioning map.
10. Develop a minimum of 4 strategies based on your objectives. Each strategy should identify a target market segment and a customised marketing mix for that segment.
11. Develop a framework of marketing metrics for your strategies – determine how you will measure success of your strategies and control the outcomes to ensure you reach your objectives.
12. A conclusion
13. Include (attach) the signed (original) letter from senior management as required.
14. Reference List
15. Any appendices.