Assignment:
The term paper involves writing a marketing plan for Dale of Norway and providing a scientific justification for this.
Dale of Norway : Case Marketing Management
Dale of Norway
Students are encouraged to obtain secondary information that is relevant to assignment. It is not allowed to contact representatives of Dale of Norway or any of the companies mentioned in the case text - this is considered as cheating.
Marketing Plan
A marketing plan is a document to be delivered to the company's management team and Board as one of the several documents that form the basis for strategic and tactical decisions for their business. The marketing plan should be concise, precise, factual, thoughtful, specific, verifiable, binding, and realistic.
It is important that the document demonstrates your ability to argue for solutions, including the ability to communicate the limitations and conditions the solution is based upon. Please use the following outline as a guide for your work:
• Executive Summary
• Situation Analysis o Internal
o External (market description and analyses of customers, competitors, intermediaries, and suppliers)
• Strategic Analyses (e.g., SWOT analysis)
• Marketing Objectives
• Marketing Strategy (including Marketing Tactics)
• Financials
• Controls
Academic Rationale
Students should also write a document that explains the scientific reasoning behind the proposed decisions in the marketing plan. This document should demonstrate the students' ability to structure, formulate and define problems to be solved. It also displays their capability to apply theory to structure the problem, identify relevant information needs, identify appropriate solutions, and evaluate alternative solutions. The extent to which students have been able to collect, organize, and use (the provided and additional) information will be emphasized. Particular attention goes out to how students use theInternet, but other sources such as interviews and literature research will also be used to evaluate one's abilities to utilize information.