Marketing Management

Department of Business Administration

Marketing Management- MGT 201

Assignment-2

Marketing Plan

Learning Outcomes:

1. Demonstrate ability to think independently and systematically on the subject of developing the business feasibility assessment of marketing plan development.

2. Formulate overall marketing goals, objectives, strategies and tactics within the context of an organization’s business, mission and goals.

3. Analyze marketing opportunities using environmental scanning market data, measurement, and analysis.

NOTE: This assignment has been divided into two parts (Assignment 2 and Assignment-3)

Assignment Regulations:

· You are supposed to choose a publicly listed company in Saudi Stock Market

· You should use references (company website, financial databases, etc…)

· While referencing, use APA reference style.

· All students are encouraged to use their own words.

· If Plagiarism is more than 25%, you will get zero marks.

· Submit in word format only

Write a Marketing Plan considering the following points

PART-A

1. Introduction, Goals and Objectives

To introduce this section you should include the "mission statement" of the business; an idea of what its goals are for customers, clients, employees and the consumer.

· Introduction about the business.

· Business vision and mission

· Business objective.

· Products and services offered

2. Environmental Analysis

Conduct an environmental analysis that looks at and comments on your local area and your network of business contacts, competitors and customers.

Political- Political situation that persist, their influence on the decisions making process to be evaluated.

Social/Cultural- Social/Cultural forces that affect attitudes, interests and opinions.

Technological - A brief of the technological factors influencing the overall performance.

Economic- The economic factors that dictate how consumers, suppliers and other organizational stakeholders behave within society.

Suppliers- Identify the sources for direct purchasing, describing their locations, the frequency of orders and the type and amount of suppliers to be contacted.

Competitors- Identify the direct competitors by naming their business, describing their facilities and operations, identifying their share of the consumer market, realizing support for their product and by reviewing the weaknesses of their approach.

PART-B

3. Target Market Analysis

Identify the target market, describing how the company will meet the needs of the consumer better than the competition does. List out the expectations consumers have for the product.

4. SWOT Analysis

Strengths

List the strengths of the business approach such as cost effectiveness, service quality and customer loyalty.

Weaknesses

Describe the areas of weakness in the company's operations, such as government policies and procedures, and management inexperience.

Opportunities

Examine how proper timing, as well as other factors such as your company's innovativeness, may improve the business's chances of success.

Threats

List the external threats to the business' success

5. Marketing Mix (4 P’s ) Analysis

Product or Service

Identify the product or service by what it is, who will buy it, how much they will pay for it and how much it will cost for the company to produce it, why a consumer demand exists for your product, and where your product sits in comparison to similar products/services now available.

Place

Identify the location of your business, why it is located there (strategic, competitive, economic objectives), your expected methods of distribution, and timing objectives.

Promotion

Describe the type of promotional methods you will use to spread the word about your product. Identify techniques such as word of mouth, personal selling, direct marketing, sales promotion etc. television, radio, Social media and newspaper ads.

Price

The prices of your products or services that reflects the overall company strategy. Should be competitive as well as a reflection of the quality, costs and profit margin.

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