Marketing planning involves choosing marketing strategies that will help the company achieve its overall strategic objectives” (Armstrong and Kotler, 2013: 83).
You are tasked to develop a robust marketing plan in order to support the organisation’s new strategic objectives based on your understanding of marketing management and strategic marketing planning.
Your marketing plan will be submitted to your client company as a 10 minutes voice-recorded presentation (further information posted on Blackboard to record voice over presentations).
Your plan will include the following content and sections with all sources consulted:
1. Title page – company name and plan title
2. Company brief – refer to consultancy brief
3. Introduction to marketing management and strategic marketing planning (Theory)
4. SWOT analysis of the company (table will suffice)
5. Competitor analysis (table will suffice) – refer to consultancy brief
6. Segmentation, targeting and positioning decisions – 2/3 viable and measurable population segments (customer market solely)
7. Marketing objectives (bulleted section) – refer to consultancy brief
8. Marketing mix decisions – review the 7Ps
9. Plan evaluation including recommendations (the latter section bulleted)
10. List of References
You are advised to refer back to your company brief and carry out desk research from a number of sources, including the Internet, as well as include, whenever possible, up to date figures and relevant examples to support your findings and critical analysis further. Referencing of sources must appear in line with the Harvard referencing system guidelines.
