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Final

Workgroup
Project
Marketing
Management
Done by Professor Hlia Gonalves Pereira. Any copy or use of the content is forbidden without the authors

Objectives
1.

To understand and identify the main stages of a


Marketing Plan;

2.

To develop a Marketing Plan of a real company/brand;

3.

To develop competencies of marketing planning in


order to help the business to grow;

4.

Aquire a critical analytical thinking about the real


problems of the company.

MARKETING MANAGEMENT

Industries

You can choose a company from the following industries:

Fashion (clothes and acessories);

Gadgets (technology);

Luxury (premium price);

Online Business (when the companys business is exclusively


dependent on the internet);

Street Food (food trucks)

MARKETING MANAGEMENT

Recomendations
It

is advisable that students collect previously - on the internet or other


sources -information about the organization and its sector, before
addressing the companies.
Students

should be very clear in their initial approach to the company


about the work they will do, the information they want to collect and
show the potential benefits the company may have by carrying out the
work.
In all your contacts (telephone or personal) it is essential that students
ensure a professional image, in order to ensure their success and a good
image for IBS.

Finally, where necessary, it is advisable that students approach the


company by using a telephone script in order to maximize the chances
of successfully speaking to the desired responsible of the company.

MARKETING MANAGEMENT

What do you have to do?

The work should be between 25 to 30 A4 pages.

The contents of the work should include:


0. Index
1. Introduction (Mx. 1 Pg.)
2. Methodology (Mx. 1 pg)
3. Situation Analysis (Mx. 12 Pgs.)
3.1.
3.2.
3.3.
3.4.
4.

External Analysis Market


External Analysis Competition
Internal Analysis
Competitive Analysis (inclides SWOT)

Big Strategic Options (Objectives, Target-Segments, Positioning)


(Mx. 3 Pgs.)

5.
6.

Marketing-mix (Mx. 15 Pgs.)


Bibliography

MARKETING MANAGEMENT

1. Introduction

Main objectives of the work;


Company and Sector and Characteristics and Structure

2. Methodology

How have you collected data?


How have you treated data?

MARKETING MANAGEMENT

3. Situation Analysis
3.1. External Analysis Market

MEDIATE

Economical Context;

Political-Legal Context;

Socio-Cultural Context;

Technological Context;

IMMEDIATE

Sector Characteristics Target Segments Identification

Market Structure

Total Market Dimension

Market Evolution

Consumer Behavior

Demand Sensibility to Marketing Strategies/Policies

MARKETING MANAGEMENT

3. Situation Analysis
3.2. External Anaysis Competition

Identify Main Competitors


Brands and Products from each competitor
Marketing Strategy of the main competitors - STP
Marketing-Mix Strategy of the main competitors:

Product

Price

Place

Comunicao (SOM; SOV)


What are the predicted strategic evolutions of each competitor?
What are their Competitive Advantages?

MARKETING MANAGEMENT

3. Situation Analysis
3.3. Internal Analysis

Global Sales and Sales by Product Evolution


Global Margins and Margins by Product Evolution
Sales by Geographic Location and/or Type of Customer

3.4. Competitive Analysis

C.S.F (Critical Sucess Factors)


SWOT Analysis

MARKETING MANAGEMENT

4. Strategic Objectives, Goals


Options

10

What is the Business Model of the Company

What are the Objectives of the Company

What tests have been made about the concept

Marketing Strategy Fundamentals Segmentation, Target and


Positioning;

Added Value

Competitive Advantages

MARKETING MANAGEMENT

5. Marketing-Mix

11

Marketing-Mix Policies

Product

Price

Place

Promotion

MARKETING MANAGEMENT

6. Bibliography
Examples of rules to follow for writing the bibliography :
Names of Authors (LAST, First). (Year of Edition), Title of Article,
Source in Italic (if it is an article the number of the journal must also
be reported), pages.
SILVA, Joo M., MORAIS, Rui e ANDRADE, Antnio J. (2005), Tudo o que
no deve esquecer sobre como fazer um trabalho de grupo,
Marketing Criativo, n 5, pp 34-50
ANTUNES, Maria Joo (2002), Regresso ao Passado, Editora Rumo das
Letras, Portalegre

12

MARKETING MANAGEMENT

Dont Forget

13

The page number as a footnote is mandatory.

You should rigourously cite every source, including tables, images and
texts.The rule should be: everything that is not made by the group
must have the source included (internet sources included). If you are
making a direct quote, you should place it in quotation marks and cite
the specific page number.

Make a reference for every work that has been indicated in the text.

Be sure to double check informations that the company gives you


about their market and results. Sometimes their may be some
communication issues and some of the results are not properly
reported.

Do not assume that every information is correct Always compare


information from multiple sources.

MARKETING MANAGEMENT

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