marketing management and strategy

You are asked to develop a  strategic marketing plan for a  real existing company of your choice stating clearly your chosen company’s background and the market where it operates. Your plan should include an assessment of the attractiveness of the chosen market  segments and an actionable marketing  strategy, matching the positioning and targeting strategy identified for these segments. You must also demonstrate  alignment with one or more of the United Nations Sustainable Development Goals (UN SDGs).

Each one of the groups needs to choose from the following products/services as their subject for the marketing plan:

1. Fashion: Create a marketing plan for a fashion house using only sustainable products such as plant-based or made from upcycled and/or recycled materials like plastics or fabrics.

2. Healthy Living: Create a marketing plan related to sports equipment, fitness apparel, skincare , hydration or a food supplement.

3. Technology: Create a marketing plan for a technology that improves the quality of life like wearable tech.

4. Food & Leisure: Create a marketing plan for the Scottish tourism industry, encouraging sustainable tourism, consider eating locally with locally sourced produce, improve visitor attractions, discuss the impact on the environment.

5. Sustainable Transportation: Create a marketing plan for electric vehicles, for local government initiatives to convert the existing modes of transportation, address the concerns and challenges that a population has over the costs, charging range or charger availability.

6. Any other product/service: For any alternative products/services please inform and gain permission from your Tutor or the Module Leader.

Instructions: 

· Template: The strategic marketing plan should make use of appropriate tools and frameworks and include relevant elements from the  following template: 

CoverPage ( excluded from the word count) should include the Module name and number (BU52008 Marketing Management & Strategy, Student names and ID numbers, Group number, Title of the assignment (Strategic Marketing Plan) and the Final word count.

Table of Contents ( excluded from the word count) should include the full list of sections within the report (including any appendices and reference lists), the page number on which each section begins, a List of Illustrations (if applicable), a List of Figures (if applicable), List of Tables (if applicable).

Executive Summary which is a short overview of the finished report.

Brief Background, with reference to the chosen company’s background and the market where it operates.

Environmental/Situational Analysis (e.g. using PESTLE, Porter’s 5 Forces, Competitor analysis, Customer analysis, Internal audit/SWOT as appropriate).

Aims and Objectives (must be SMART). 

Target Audience (you should segment and define your target audience and discuss whether/why they are an attractive market segment).

Marketing Strategy - Recommended competitive positioning and marketing mix for acquiring and retaining the target market.

Implementation Plan & Evaluation measures and controls.

Conclusion & Recommendations

Appendices (if applicable –  excluded from the word count)

Reference List ( excluded from the word count)

· Focus: Remember that assessing the attractiveness of the market segment and the positioning and targeting strategy (STP) are key to your task and should also play a key part in your marketing plan.

· UN SDGs: All marketing plans should consider and highlight their impact on and contribution to achieving  one or more of the  United Nations Sustainable Development Goals (UN SDGs).

· Individual contribution: You will be allocated into groups of 6-8. Each group member is expected to make a  roughly equal contribution to the project. You will be jointly responsible for the work submitted and the group will receive  one single mark common for all members. However, if there is evidence of non-participation or minimal contribution for a group member, you need to  inform the Module Leader who will consider allocating lower individual grades or even a zero grade to those not contributing.

· Word count: The word count for the marketing plans should not exceed 2000 words. The word count excludes cover page, table of contents, tables and figures, footnotes, references and appendices. A 10% tolerance (200 words) will be applied.

· Specs: The plan should be professionally presented and double-checked for spelling errors and typos, using  size 12 Times New Roman or Arial or Calibri font,  justified, with 1.5 line  spacing. Please use the appropriate report layout (including table of contents, page numbers, headings, figures& tables, organisation of paragraphs).  Save your work with a file name that includes the group number.

· Writing style: Use a business report style, written professionally with evidence of clear structure/format & layout throughout the report.

· Appendices: You may include appendices if necessary.

· Referencing: You are expected to refer to academic sources (reputable journal articles, books) as well as other non-academic materials (market reports, company reports, news articles). All material used within the assignment that comes from another source (e.g. reference material, theories, frameworks and concepts utilised, company information, news) must be appropriately  referenced. You should use  Harvard Style referencing. Ensure the report is correctly referenced. Plagiarism will be penalised – please refer to the  Code of Practice   on Academic Misconduct .  To familiarise yourself with what plagiarism is and how to avoid it, you may also refer to the Macmillan resource CiteThemRight:  https://www.citethemrightonline.com/ .

· Submission: The submission should be made  by one nominated member of each group, i.e. there should be only one submission from each group.

Working effectively as a group

1. Meet early and set ground rules (how will you communicate? make decisions)

2. Assign roles and allocate tasks based on group members’ strengths

3. Meet regularly to discuss and provide individual progress updates to stay on track

4. No harassment or bullying will be accepted

5. For more guidance on how to work effectively refer to Hartley, P. & Dawson, M. (2010) Success in Groupwork, Basingstoke: Palgrave Macmillan (Available at the Main Library as e-book and hard copy 371.36 H 332)

Marking Rubric

In completing the group assignment, you will be able to demonstrate and apply your learning of core marketing concepts and theoretical frameworks.

 The following is the rubric with the marking criteria to be used:

CATEGORY	A	B	C	D	Fail
Presentation & Referencing	Cover Page Table of Contents Exec Summary Section Headings Clear introduction Viewpoints and interpretations are insightful and well supported Reads as an exceptionally open and cohesive self-analysis and application of learning Full adherence to Harvard Referencing and citing Evidence of extensive reading around the topic	Cover Page Table of Contents Exec Summary lacks detail Section Headings Limited introduction Viewpoints and interpretations are insightful and supported Full adherence to Harvard Referencing and citing Evidence of wider reading around the topic	Cover Page Table of Contents Poor or missing Exec Summary Section Headings Limited or no introduction Limited viewpoints and interpretations are general with limited support Sporadic Harvard Referencing Mistakes in citing Evidence of some reading around the topic	Lack of: Cover Page Table of Contents Exec Summary Section Headings Introduction Minimal viewpoints, little original thought and interpretation. Difficult to follow/read Poor referencing, including in-text citations Limited evidence of wider reading	Lack of several core template components. Unclear and ambiguous structure. Unacceptable writing style/format – does not read as a professional report. No criticality or originality. No citations or clear references. No evidence of wider reading.
Segmentation -Targeting – Positioning & Marketing Strategy	There is a strong, well-supported statement describing the attractiveness of the market segment and the positioning and targeting approach in relation to the overall strategy, presenting a clearly described context for the plan	There is a well-supported statement describing the attractiveness of the market segment and the positioning and targeting approach in relation to the overall strategy, to present a coherent context for the plan	There is a weakly described attractiveness of the market segment and the positioning and targeting approach in relation to the overall strategy and the context in the plan has lapses	There are traces of or no description of the market segment and the positioning and targeting approach in relation to the overall strategy or any context in the plan	Unclear how the segments originated. No particular segment targeted. No positioning strategy or a wider marketing strategy that is comprehensive.
Consideration of tools, models or theoretical concepts	Excellent use of a variety of theories and tools to support competitor analysis, market segmentation, value proposition, competitive positioning and marketing mix	Very good use of a variety of tools to support competitor analysis, market segmentation, value proposition, competitive positioning and marketing mix Or, Excellent use of one tool only.	Good use of one tool to support competitor analysis, market segmentation, value proposition, competitive positioning and marketing mix Or, Minimal use of a variety of tools	Inadequate tools used to support competitor analysis, market segmentation, value proposition, competitive positioning and marketing mix	Lack of appropriate tools for the completion of a competitor analysis, value proposition, marketing mix or overall positioning.
Implementation plan, evaluation and recommendations	Excellent implementation plan with evaluation measures and controls and genuine recommendations	Very good application of implementation plan which is viable and strong recommendations	Good suggestions for implementation and evaluation with some recommendations	Limited implementation measures with unorganised evaluation and limited recommendations	No reference to an implementation plan and to any evaluation/monitoring techniques. Scarce or no recommendations.
UN SDGs	Explicit inclusion and consideration of more than one SDGs	Reference to one or more SDGs without explicit identification of how they are being addressed	Minimal referencing to sustainability and application of one or more SDGs	Unclear reference to any specific SDGs	No use of the UN SDGs.

My team choose technology as our goal which is Huawei company. My part is target audience.

1. Huawei

Over the past three years, Chinese company Huawei has actively pushed digital technology advances to reduce digital inequality. By focusing on their own industry, the mobile tech giant has aligned itself in particular to SDG 9: Industry, Innovation, and Infrastructure.

One of their initiatives, TECH4ALL, supports disenfranchised populations by increasing the digital inclusion of persons with disabilities and refugees. As a result, Huawei is setting the standard for tech companies all over the world.