How the organisation and offering will be marketed

Assignment Help Marketing Management

Reference no: EM133725875

Overview of Assignment

Scenario:
Your task is to launch a new tourism organisation in your country.

The company has directed the marketing team to work together to develop a Strategic Marketing Plan outlining how the organisation and offering will be marketed.

The emphasis for this plan will be to detail the recommended strategy to market for your tourism organisation.

It is not a tactical marketing plan, but rather a strategic document designed to clearly articulate how the company intends to win market share in its nominated markets.

Key components to be included are:
Executive summary
Market overview:
Competitor analysis
Relevant trends
Key marketing objectives
Recommended Strategy:
Product overview (this will include the value proposition and points of differentiation given the market overview)
Priority segments and their profile
Brand positioning
Pricing strategy
Distribution recommendations
Promotion strategies for launch

The emphasis for this plan will be to detail the recommended strategy to market for your new tourism organisation.
It is not a tactical marketing plan, but rather a strategic document designed to clearly articulate how the company intends to win market share in its nominated markets.
Key components to be included are:
Executive Summary
Market overview:
Competitor analysis
Relevant trends
Key marketing objectives
Recommended Strategy:
Product overview (this will include the
Priority segments and their profile
Brand positioning
Pricing strategy
Distribution recommendations
Promotion strategies for launch

Requirements

The emphasis for this plan will be to detail the recommended strategy to market for your new tourism organisation.

It is not a tactical marketing plan, but rather a strategic document designed to clearly articulate how the company intends to win market share in its nominated markets.
Key components to be included are:
Executive Summary
Market overview:
Competitor analysis
Relevant trends
Key marketing objectives
Recommended Strategy:
Product overview (this will include the
Priority segments and their profile
Brand positioning
Pricing strategy
Distribution recommendations
Promotion strategies for launch

Requirements

The emphasis for this plan will be to detail the recommended strategy to market for your new tourism organisation.
It is not a tactical marketing plan, but rather a strategic document designed to clearly articulate how the company intends to win market share in its nominated markets.
Key components to be included are:
Executive Summary
Market overview:
Competitor analysis
Relevant trends
Key marketing objectives
Recommended Strategy:
Product overview (this will include the value proposition and points of differentiation given the market overview)
Priority segments and their profile
Brand positioning
Pricing strategy
Distribution recommendations
Promotion strategies for launch

Requirements

The emphasis for this plan will be to detail the recommended strategy to market for your new tourism organisation.
It is not a tactical marketing plan, but rather a strategic document designed to clearly articulate how the company intends to win market share in its nominated markets.
Key components to be included are:
Executive Summary
Market overview:
Competitor analysis
Relevant trends
Key marketing objectives
Recommended Strategy:
Product overview (this will include the value
Priority segments and their profile
Brand positioning
Pricing strategy
Distribution recommendations
Promotion strategies for launch

Requirements

The emphasis for this plan will be to detail the recommended strategy to market for your new tourism organisation.
It is not a tactical marketing plan, but rather a strategic document designed to clearly articulate how the company intends to win market share in its nominated markets.
Key components to be included are:
Executive Summary
Market overview:
Competitor analysis
Relevant trends
Key marketing objectives
Recommended Strategy:
Product overview (this will include the value
Priority segments and their profile
Brand positioning
Pricing strategy
Distribution recommendations
Promotion strategies for launch

Approach

Students are encouraged to utilise relevant marketing models such as SWOT, brand bullseye, total product concept, BCG etc to help formulate the recommended strategy.

Your assignment is to be not more than 5,000 words in length (excluding appendices and references). However please note you may not need this word count - the emphasis should be on quality insight and presenting information clearly and succinctly - much like you would do in a true business environment.

Give some thought as to the design and presentation of your report - look to big consultancy firms like McKinsey and EY to see how they present information.

First steps

Meet as a group and decide very clearly - who is the target market and how will your product/service be positioned.

Being clear on this will mean you can allocate sections of the report to individual group members, but you will be clear on the product/service to be marketed and how it is positioned.

Reference no: EM133725875

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