Marketing

choose a marketing Plan for a brand from this list: TravelPerk, Typeform, Ted Baker, Origin Coffee Roasters, Sierra Nevada Brewing Company.

1.  Introduction: Background information about the brand, the market in your selected region, purpose of the marketing plan. 

2.  Situation analysis: Perform a SWOT, including proper references. Discuss the internal strengths and weaknesses and the external opportunities and threats in the region that you have chosen. 

3.  TOWS analysis, using the framework seen in class.

4.  Segments and target audience: Who is your ideal buyer?

a.  List (at least) four potential customer segments using the instructions shared in class.

b.  Select one of the segments and create a buyer persona specifying geographic, demographic, lifestyle/psychographic and behavioral traits of the selected target audience.

5.  SMART objectives: Based on your analysis develop two SMART objectives.

6.  Product and promotion strategies, including all terminology learnt throughout the course.

7.  Timeline/calendar: Develop a timeline for the implementation of marketing activities, including milestones.

8.  References

·  Wordcount: 2500 words (+/- 10%)

·  Cover, Table of Contents, References and Appendix are excluded of the total wordcount.

·  Font: Arial 12,5 pts. 

·  The in-text References and the Bibliography have to be in Harvard’s citation style.

1.  Apply the analytical frameworks used to harmonize organizational goals and resources with market needs and opportunities. 

2.  Execute segmentation, targeting and positioning plans.

3.  Create marketing strategies and programs.