Strategic Marketing

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MBA667 – Strategic Marketing

ASSIGNMENT BRIEF

TASK: Develop a Marketing Plan

For the requirements of this assignment, you assume the role of a marketing consultant. You have

to develop a detailed Marketing Plan for a company of your choice or the company you currently

work for. As they need to increase their revenue generation and position their organization within

the industry to gain competitive advantage, you have been asked to produce a detailed marketing

plan for one-year plan.

In the report you will need to demonstrate an understanding of all the aspects of marketing

planning. You should therefore include credible SMART corporate and marketing objectives, clear

segmentation, targeting and positioning and other marketing strategies. The revenue projections

and recommendation on marketing activities using marketing mix. This can also be used to show the

financial implications by way of stating clear revenue projections and costs of individual proposed

marketing activities. You are also expected to demonstrate your knowledge of how theory can be

utilized in practice i.e. all stages of a marketing plan. The presentation and structure of the

marketing plan must have a professional outlook.

The Report should cover the following sections:

Wordage

1 Executive Summary Does this provide a good summary of the report and encourage further reading? You need to think about the audience, creativity, and competitive advantage. Find away to make sure that your marketing plan stands out from the crowd.

200

2

Introduction

This should set the scene for the reader. Clear & succinct, it lays out what is to come, and could make reference to your own research findings. (Do not include the description and information of the organization here. But make sure they are included in the Appendices for tutors).

150

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3 Situation Analysis

Quality and relevance of audit (internal & external)

Clear headings and only relevant information is needed here. Remember, when you are doing your analysis, you need to discuss this in relation to the organization or business and the target market. There is no point just writing PEST factors. Therefore you need to discuss how they influence the business, their current and potential customers. Porter’s five forces industry analysis need to conduct in order to ascertain the current competitive position of the business. What way the analysis is helping you in this process. Now do the SWOT analysis.

750

4 Aims and Objectives

Both corporate and marketing objectives must meet SMART criteria. These should be listed and clearly identified, and linked to the controls.

500

5 Appropriateness of segmentation, targeting and positioning.

Who is your target market? You need to explain why? Explain the chosen segmentation criteria with justification. Who are the competitors? What is your organization’s current positioning in relation to the competitors? Is it unique enough to give you competitive advantage? If not, what are you suggesting? Why? You need to show current and future positioning using perceptual maps. What is the communication theme?

600

6 Implementation

The 4P or 7P framework is a good starting point. What specifically are you

going to do in terms of promotion, price, distribution & product?

These should be used to achieve the objectives that you have set earlier. Also

you need to consider the costs, and time constraints. Here, you need to be

creative. You must also think of how to use digital technologies and media,

effectively.

All the marketing activities schedule should be included with the anticipated costs.

2000

7 Appendices

Background of the firm

Any research evidence

Reference list

Other appendices

Total Words 4000

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Assignment Specifics:

 THIS IS AN INDIVIDUAL PIECE OF WORK.

 This assignment counts 100% towards your final grade.

 Your report should be grounded in relevant theory – use the core and recommended reading.

 Reference all sources appropriately, using the Harvard Referencing System.

 The word count of your report is 4000 words (-/+10%).

 The Assignment should be accomplished within 6 weeks.

 Late submissions will not be accepted.

 Use Times Roman pt 12, with 1½ or double spacing.

 Pages MUST be numbered.

 Headings and sub-headings should be clear and visible.

 The text should flow smoothly, with each section leading naturally and logically to the next.