Assignment: Marketing Plan
Learning Outcomes
This Assignment addresses the following subject learning outcomes:
a) Identify and evaluate key theories and principles of practical marketing strategies
b) Critically evaluate client needs with regard to the creation of value for the organisation
c) Critically evaluate the impact of the application of the marketing mix to the target market.
Objectives:
• To enhance a clear understanding of the importance of marketing in modern business and to provide a grasp of effective contemporary marketing practices;
• To develop a succinct understanding about marketing theories and their application in devising marketing strategies;
• To critically analyse all relevant factors affecting the exchange process;
• To enable developing insightful marketing strategies for a business.
How the Assignment fits into the subject/course:
Marketing in the 21st Century has profoundly evolved where desingning a winning marketing plan has been integral to business organisations in order to achieve its strategic objectives. This Assignment provides students with the opportunity to apply the knowledge and insights developed in the marketing subject to develop effective marketing strategies for a business, a product or a brand. Students are required to develop a complete marketing plan for their chosen organisation, product or the brand which they worked within the Assignment one. The emphasis within this Assignment should be placed on expanding various sections as recommended in the marketing plan template while the current marketing situation and threats and opportunities analysis to be briefly discussed drawing from the Assignment one.
Scenario:
This Assignment requires you to act like a consultant to help an organisation develop a winning marketing plan that wants to expand its business or markets.
Tasks:
This part of the Assignment is a follow-up to the Situation Analysis that you provided in Assignment one. Therefore, you need to revisit Assignment one and the feedback from your facilitator. Then, develop a complete marketing plan for this Assignment to:
1. Develop a marketing plan - The aspects that you should include are:
a. Identify objectives and issues; devlop marketing strategies; action programmes;
b. Budget and controls. You are also expected to suggest a clearly defined positioning strategy in the target market drawing from the value proposition.
2. Outline the following marketing mix variables:
a. Define clearly the value proposition of your chosen business, product or the brand;
b. Critically evaluate the business's situation and develop appropriate marketing mix strategies;
c. Product - define the product attributes/features to reflect your value propositions. You are advised to review the threes levels that are accompained with a product.
d. Pricing - describe the pricing strategy that you would recommend to the organisation and justify your choice.
e. Distribution - outline the distribution strategies you would recommend. For example, where would you locate outlets? Would you own retail outlets or offer franchise options?
f. Promotion - outline the promotion strategies you would recommend (e.g. most relevant advertising strategies)
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.