Topic: Individual Reflective Report – Marketing Planning: Marketing Objectives, Target Market, Positioning and Marketing Mix
Order Description
Aligned to Course Learning
Outcomes:
1. Apply marketing principles to analyse problems and propose solutions;
2. Identify and explain the elements of a marketing plan;
3. Discuss strategic and marketing planning, and apply a strategic framework to marketing issues and decisions, and
4. Effectively communicate marketing knowledge in a written context
Purpose and Description The reflective report tests students’ integrated marketing understanding and creative problem solving and decision making.
A marketing plan is an essential tool for any marketer, providing direction for a brand, product or organization. A marketing plan describes the marketing environment, marketing objectives and marketing strategies.
In Assignment, you, with others in your group, developed a situation analysis for a selected company culminating in a SWOT analysis. This is the current situation that company is in from a marketing perspective. Assignment 1 also provides you an established segmentation profile of each segment that might be targeted.
On the basis of that analysis and the situation the company is therefore in and the established segmentation profile, you are required to individually reflect on how you would conclude that plan relative to selected key issues from the SWOT by analysing it, on the basis of that setting marketing objectives, deciding onCOURSE COORDINATOR: Nigel Bairstow | 13 Purpose and Description which markets to target based on the segmentation analysis conducted as part of the external analysis and how to position the product/company and an outlining overall approach to an appropriate marketing mix.
You need to illustrate the links between the various elements of the marketing plan during this reflection. You must incorporate academic literature to support / justify your discussion.
Unsubstantiated statements will not provide credibility to your discussion.
Assessment Length 2000 words (+/- 10%)
(excludes appendices and references)
Assessment Criteria 1. Issues resulting from the Situation Analysis Description: A clear description of the selected main issues that come out of the situation analysis – the current situation of the company that you have analysed in Assignment 1. Provide a concise justification for identified issues as a basis of this report.
2. Marketing Objectives
Description: Based on the selected issues regarding the current situation of the company you have analysed in Assignment 1, clearly state up to three objectives for the forthcoming 12 months using S.M.A.R.T goal setting criteria. Explain how these goals link to the identified issues.
3. Target Market(s) and Positioning
Description: State and justify which segment(s) you intend to target and how will you position the product/service for the target market(s)?
4. Overall Approach to an Appropriate Marketing Mix
Description: On the basis of your knowledge to this point of the marketing mix elements, reflect on the overall approach to the marketing mix. Outline some detail on the elements and tools you think would be best used and the links and/or independence between the marketing mix elements in your plan.
5. Conclusion – Role of the Marketing Plan
Description: Clear discussion of how you see your marketing plan will assist the company. How should it be used both tactically and strategically by the company?
6. Report Format:
Description: Suitable structure and headings
Format (12pt font, 1.5 spacing, 2.5cm margins)14 | GSBS6005 / Marketing Management and Planning
Assessment Criteria In text citations and reference list (APA Style)
Referencing Style: NBS Students
The “Gold Guide” is designed to assist you to understand and meeting academic requirements, by summarising important points and providing website links. It gives you essential information on the basics of academic writing and critical thinking, essay writing, referencing, business reports, presentations and teamwork. The referencing style in the “Gold Guide” is APA style which is the Faculty standard for Business courses. An electronic copy of the Gold Guide is available.