Marketing Plan

timer Asked: Dec 12th, 2018
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Question description

Refer to a product or service, write a MARKETING PLAN that will assist your company to attain its objectives in increasing sales, market share and profitability.

Instructions to Candidates: 1. This is a Group Assignment (Form groups of 2-3 members). 2. This assignment should be between 2500 – 3000 words. 3. Plagiarism (which includes copy/paste from Internet sources or other published sources, or copying the work of other students, past or present) is strictly prohibited and plagiarized work, either in part or in full, may be rejected and the work will be awarded a Fail mark. Group Assignment Question Your company has been operating for three years without developing any proper marketing plan. You are recruited as a Marketing Manager with the assigned task of looking into the possibility of designing a proper marketing plan for your company. Refer to a product or service, write a MARKETING PLAN that will assist your company to attain its objectives in increasing sales, market share and profitability. NOTE: Do not use or cite non-academic references (e.g. magazines, web-blogs, HR consultants or teaching websites) in the written report. You are expected to read and cite academic references (i.e. journal articles, academic textbooks) to support your analysis and recommendations. Page 1 of 5 FINAL REPORT STRUCTURE Your project will take the form of a written report, which must be organised in the following way: Sample format of a Marketing Plan Source: Kotler, P. & Keller, K. L. (2012) Marketing Management, 14 edition, England: Pearson. I. Executive summary (summarizes the plan's highlights and objectives) II. Current marketing situation (analyzes the current situation of the company, product/service, market, environment, and competition) A. Market overview i. Market demographics and needs ii. Market trends and target market growth B. SWOT analysis i. Strengths ii. Weaknesses iii. Opportunities iv. Threats C. Competitive and industry analysis D. Product overview E. Keys to success and critical issues III. Environmental analysis (examines environmental factors affecting the company, its products, and its marketing) A. Macroenvironmental factors (how demographics, economic climate, technology, legal and regulatory issues may affect the marketing plan) B. Microenvironmental factors (how suppliers, channel members, competitors, and customers may affect the marketing plan) C. Competitive strategy (how the firm will compete) IV. Marketing Strategy (discusses overall strategy and objectives) A. Mission B. Marketing objectives C. Target market(s) D. Positioning V. Marketing Mix (describes major elements with specific activities, schedules, and responsibilities for each program) A. Product B. Pricing C. Promotion D. Channel VI. Controls (shows how plan will be put into action, performance measured, and adjustments made when necessary) Page 2 of 5 A. Implementation B. Marketing organization C. Contingency planning The above is not exhaustive of what you can include in a marketing analysis and plan. The goal is to write a plan that is realistic (since no company has infinite funds and expertise), logical, coherent, integrated, and accounts for the complexity of successfully introducing products or services. Submission Requirements for written assignments • Students are required to submit their work in a basic assignment format – including a cover sheet, contents page and references list using Harvard method; headings and subheadings as appropriate; appendix if required. • Text: font size 12, Times New Roman, double line spacing, to include page numbering and word count. Marks will be allocated as follows: • Written presentation (professional format, maximum length 3,000 words excluding appendices and references, writing skills, correct referencing, etc.) • 10% Marketing Analysis and Plan (Depth of research, scope, relevance, discussion, argument). 90% Page 3 of 5

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School: Cornell University

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Good stuff. Would use again.

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