Assignment:
TASK ASSESSMENT 3 - MARKETING PLAN REPORT & PRESENTATION
Finalise (as far as possible) an actionable, realistic, marketing plan for the enterprise or organisation you selected in Assessment 1.
NOTE:
The corrected draft of Assessment 2 must be submitted as the first half of Assessment 3 (it DOES NOT count as part of the word limit for assessment item 3). Turnitin results will only be taken into consideration for new material added to the report so your Turnitin score based on material from A1 and A2 submissions of your own previously submitted work in this unit will not be included in our grading for your A3 paper.
The marketing plan is to be presented as one single, complete document including the following sections:
Executive Summary (covering the entire marketing plan)
Introduction (A2)
Situational analysis (A2),
Marketing Decision Tools (A3)
Marketing objectives (A3)
Marketing strategies (A3)
Implementation plans and marketing metrics framework (A3)
Reference List
Appendices
In formulating your complete marketing plan report provide the following:
1. An executive summary which highlights the key features (main findings and recommendations) of the report (NB: not an introduction). Highlight the major issues or findings linked to any recommendations to ensure both the problems and opportunities at the core of the plan are addressed.
2. An introduction which provides the aim and structure of the complete plan.
3. Situation Analysis
Insert a corrected final version of the situation analysis (assessment 2) incorporating any feedback provided
4. Marketing Decision Tools
A product (or brand or company) lifecycle analysis (PLC).
A BCG matrix showing product position relative to competition. While the BCG matrix is usually for SBU portfolio analysis, in this case conduct an analysis of your company product(s) or brand(s).
An Ansoff analysis
5. Marketing Objectives
Develop at least 3 principal marketing objectives (based on your strategic analysis of the enterprise's position from the outcomes of the PLC, the BCG and the Ansoff analysis and considering the enterprise's corporate mission and objectives (where these have been identified).
6. Marketing Strategies
Develop a brand positioning strategy statement and a brand positioning map. Discuss whether you will develop a brand identity for an individual product or product portfolio or whether you will use a family (umbrella) branding strategy.
Develop a minimum of 4 marketing strategies linking specifically to one or more of your marketing objectives based on any/all of the 7 Ps. Each of these strategies should identify a specific target market segment and a customised marketing mix for that segment.
7. Implementation plans and marketing metrics framework
Develop a framework of actions and marketing metrics for your strategies - determine how you will measure success of your strategies and control the outcomes to ensure you reach your objectives.
8. Reference List