Marketing Plan

Case Study Assignment The marketing plan

During this semester you will be working in teams (3-4 people) to develop a marketing plan based on a brand that you select or a nominated case study. If you select a case study, it will provide background information to the company but you should research the library for additional information. It is recommended to reference at least five articles in the body of the report. No direct contact is allowed with organisations unless you have a prior personal or professional relationship. All research should otherwise be desk research, observation and educated guesses In developing a marketing strategy you are to concentrate on addressing the following questions. 1. Where do we want to be? This question is answered by

• • •

2.

Developing the product objectives (for market share, profitability and so on) Defining our target market (who is this plan/ product aimed at) Specifying our desired product positioning (what does this product stand for in the consumers mind).

How will we get there? In this phase of the plan, we develop the strategies and action plans to ensure we achieve our objectives. These strategies and action plans revolve around the 4p’s (or 7p’s for a service).

We also specify a control program to track and monitor our performance and this includes marketing research projects and budget controls.

The marketing plan structure

This is a flow chart of the Marketing Plan highlighting the various components of a marketing plan discussed in the lecture.

Company mission and objectives

Situation analysis

Where are we now?

External Analysis

Internal Analysis

SWOT Analysis Product objectives

Where do we want to go?

Target market definition Desired product positioning Product strategies

How will we get there?

Action program Control program

Case study approach

Due: Week 11 Value: 20% Word count: 3,000 words (+/- 10%) This assignment is to be typed and presented in the report format...