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MK1200_Into_the_Marketing_Plan_Assignment1.docx
Introduction to Marketing Course Code: MRK1200
Assignment: Case study: The Marketing Plan. This is an individual work case study
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Instructor: Ellen Lainez |
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Email:[email protected]
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Due Date: Week 8
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Assignment Value: (20 marks)
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Level of Achievement 100% Worth 20% of your Course Final Grade
This marketing plan will cover the following Course Outline Objectives
1.13 List the marketing management functions, including the elements of a marketing plan, and discuss the importance of measuring and managing return on marketing investment
3.1 Outline the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning
3.2 List and explain the major bases for segmenting consumer and business markets
3.3 Explain how companies identify attractive market segments and choose a market-targeting strategy
3.4 Describe how companies differentiate and position their products for maximum competitive advantage
3.5 Define Product and describe and classify different type of product offerings
3.6 Describe how companies differentiate and position their products for maximum competitive advantage
Please include your full name and student number on the top of your paper.
After graduation, you decided to start a small business. This business can be for example a small coffee shop, a retail store, or a pet shop. Since this is a completely new business, there is no marketing plan in place. Working alone, complete a Marketing Plan using the template provided to you in class, for you to follow. Note, you must always bring the plan with you in each class; your teacher give you time in each class session to complete your plan. Copying is not permitted, and no typing allowed. All your answers MUST be hand written, by completing the sections in the template provided in Edmodo.
Level of Achievement 100% Worth 20% of your Course Final Grade
Rubric for Marketing Plan for Marketing1200
The marketing plan should contain the following sections listed below. The Sections of your Marketing Plan are graded as follows
Sections Points
Business overview 5%
S.W.O.T. analysis 5%
Product/services 10%
Sales/marketing personnel 5%
The Future 10%
Your customers/clients 15%
Your competitors 30%
Advertising & sales 20%
Your Final Grade_________________
The Business
Business overview 5%
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Question |
Total % |
Poor 0% |
Acceptable 50% |
Excellent 100% |
Your Grade |
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Business overview |
5% |
Company or organization information is provided, but there is a great deal of potentially important information missing. |
Information about company or organization is, for the most part, thoroughly and clearly reported. But some information that may be critical to the marketing plan is missing. |
Information about the company or organization is thoroughly and clearly reported, including such things as the type of product or service, employees, company history, previous and current marketing efforts, current knowledge about customers and competitors, etc. |
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S.W.O.T. analysis 5%
1.13 List the marketing management functions, including the elements of a marketing plan, and discuss the importance of measuring and managing return on marketing investment
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Question |
Total % |
Poor 0% |
Acceptable 50% |
Excellent 100% |
Your Grade |
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Based on the marketing strategy and SWOT analysis, the target market(s) is identified but not described in enough detail. Positioning statement(s) is provided but not explained. |
Based on the marketing strategy and SWOT analysis, the target market(s) is appropriately identified and described. A positioning statement for each target market is identified and explained, and reasonable. |
Target market and positioning is missing, or, if identified, does not seem appropriate given the marketing strategy and SWOT analysis. Positioning statement(s) is missing. |
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S.W.O.T. analysis table |
2.5% |
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S.W.O.T. activity sheet |
2.5% |
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Product/services 10%
3.4 Describe how companies differentiate and position their products for maximum competitive advantage
3.5 Define Product and describe and classify different type of product offerings
3.6 Describe how companies differentiate and position their products for maximum competitive advantage
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Question |
Total % |
Poor 0% |
Acceptable 50% |
Excellent 100% |
Your Grade |
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Objectives for product/brand management are missing. More than one obvious tactic is missing. Very little detail on specific tactics is provided. Tactics are unclear and hard to understand. |
The objectives of product/brand management are stated, but somewhat unclear. Most of the tactics are thoroughly and clearly identified, but one obvious tactic is missing. Some detail on tactics is missing, hindering understanding |
The objectives of product/brand management are clearly stated and appropriate. Tactics for managing the product/service/brand are thoroughly and clearly identified and reasoned. When necessary, sufficient detail about tactics is provided, making it easier to understand the scope of the tactic. |
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Product/services table |
1% |
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Market position |
2% |
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Unique selling position |
2% |
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Anticipated demand |
1% |
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Pricing strategy |
2% |
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Value to customer |
1% |
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Growth potential |
1% |
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Sales/marketing personnel 5%
1.13 List the marketing management functions, including the elements of a marketing plan, and discuss the importance of measuring and managing return on marketing investment
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Question |
Total % |
Poor 0% |
Acceptable 50% |
Excellent 100% |
Your Grade |
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There is no visual depiction of the market definition. More than one estimate/calculation of market potential, market demand, and company demand are missing or clearly miscalculated. Necessary assumptions are not provided. |
Either the visual depiction or verbal description of the market definition is missing; both may be provided but not clear or reasonable. One of the estimates/calculations for market potential, market demand, and company demand are missing or clearly miscalculated. Assumptions are stated, but not explained. |
A visual depiction and verbal description of the market definition is provided that is reasonable and based on the company or organization. Reasonable estimates or calculations of market potential, market demand, and company demand are provided and clearly stated. Any necessary assumptions used in calculations are clearly explained. |
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Sales/marketing personnel table |
5% |
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The Future 10%
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Question |
Total % |
Poor 0% |
Acceptable 50% |
Excellent 100% |
Your Grade |
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Objectives are missing. More than one obvious tactic is missing. Very little detail on specific tactics is provided. Tactics are unclear and hard to understand |
The objectives of are stated, but somewhat unclear. Most of the tactics are thoroughly and clearly identified, but one obvious tactic is missing. Some detail on tactics is missing, hindering understanding |
. The objectives of pricing management are clearly stated and appropriate. Tactics for managing price are thoroughly and clearly identified and reasoned. When necessary, sufficient detail about tactics is provided, making it easier to understand the scope of the tactic. |
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Mission statement |
5% |
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Goals/objectives |
5% |
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Your customers/clients 15%
3.1 Outline the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning
3.2 List and explain the major bases for segmenting consumer and business markets
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Question |
Total % |
Poor 0% |
Acceptable 50% |
Excellent 100% |
Your Grade |
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Although some customer information is reported, it is clear that only minimal efforts toward attaining this data have been made. The information that is reported lacks clarity. The report does not recognize that data are missing. |
Most of the important information about customers is reported, although not as thoroughly and clearly as possible. For example, data collection information may not be fully reported, data collection instrument may be missing. The report does not explain missing data |
Information about customers is thoroughly and clearly reported. The source of data is clearly reported (i.e., secondary or primary data, company information or new data collected for the development of this plan. If new data has been collected, the method of collection, including sample size, description of sample, and data collection instrument is provided. Any information that is considered to be important to know, but that has not been obtained with reasonable effort is identified. |
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Customer demographics |
5% |
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Key customers |
5% |
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Customer management |
5% |
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Your competitors 30%
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Question |
Total % |
Poor 0% |
Acceptable 50% |
Excellent 100% |
Your Grade |
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Some information about competitors is provided, but the analysis lacks thoroughness and clarity. There appears to have been little effort given to obtaining competitor information and there is no explanation for missing information |
Information about most of the major competitors or strategic groups is provided. Not all of the information is as clearly reported as possible. The report does not explain missing data. |
Information about all major competitors or strategic groups is thoroughly and clearly reported. Source(s) of the information is provided. Any information that is considered to be important to know, but that has not been obtained with reasonable effort is identified. |
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Your competitors |
5% |
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Competitor details table |
5% |
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Market research |
5% |
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Market targets |
5% |
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Environmental/industry analysis |
5% |
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Marketing strategy |
5% |
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Advertising & sales 20%
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Question |
Total % |
Poor 0% |
Acceptable 50% |
Excellent 100% |
Your Grade |
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The marketing strategy is missing or is illogical given the marketing objectives and goals. |
Marketing strategy is identified but is unclear or unspecific in some aspects. The marketing strategy is logically linked to the marketing objectives and goals. |
The marketing direction that will frame marketing tactics of the marketing plan is clearly and specifically stated in 3-5 sentences. The marketing strategy is logically linked to the marketing objectives and goals. |
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Advertising and promotional strategy table |
5% |
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Social media strategy |
5% |
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Sales strategy |
5% |
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Sales and distribution channels table |
5% |
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