Professional Documents
Culture Documents
Objectives
Behind every successful product or service is a good marketing plan. The purpose of this
planning and to become familiar with major components contained in a marketing plan. This
assessment item relates to the course learning objectives numbers 1, 2 and 3 as stated on
the course outline. Additionally, this assignment will give students practice in researching
and writing.
Question
Create a Marketing Plan for a product, service, or company that you want to introduce into
the market.
Details
a. An executive summary which provides an overview of the content of the report (note
this is not an introduction – do not state what sections the report contains. You need to
discuss the major points/findings of your report; any recommendations, conclusions and any
implications for management and the ES should cover the total plan.
b. Style features including a Table of Contents, Reference List, a Table of Figures & Tables,
c. An introduction which provides the aim and structure of the total plan.
d. a concise description of the firm and it’s mission and vision, analysis and choice of target
markets, competitive analysis, environmental analysis and a SWOT analysis on the firm
f. Develop a BCG or a GE/McKinsey matrix and position your products on it. While the BCG
and the GE/McKinsey matrices are usually for portfolios of products or business units, if you
are developing a marketing plan for a single product or brand then you can put this on the
matrix.
g. Using the outcomes of the PLC and the BCG (or GE/McKinsey) develop 4 main
marketing objectives (as a minimum) that will fall into line with the company’s corporate
mission and objectives (where these have been established) and take advantage of the
organization's strengths and opportunities while avoiding or minimizing the weaknesses and
threats.
you will develop a brand identity for an individual product or product portfolio or whether
j. Select 1 target market and develop customised marketing mix strategies for the
k. Develop a framework of marketing metrics for your strategies - determine how you will
measure the success of your strategies in terms of the activity, the cognitive responses,
Remember this assessment is practically based and students are expected to show a degree
2. Introduction – covering the entire document – aim and structure of the report /5
6. A minimum of 3 higher level strategies tied to the objectives, PLC and BCG or McKinsey. /
10
7. Branding strategy, brand positioning strategy and brand positioning map /10
/20
10. Conclusion /5
11. Report Structure, presentation, clarity, realism, content, completeness and organisation.
Total /100
There is no specific required length for the marketing plan. Length will be a function of the
product, service, or company selected and the amount of information available.