Reference no: EM133008089

Marketing Plan

Task Description

Assessment Task 3 - Marketing Plan

Finalise (as far as possible) an actionable, realistic, marketing plan for the enterprise or organisation you selected in Assessment 1. Your marketing plan should be 3,500-4,000 words. Remember your situation analysis report (Assessment 2) will essentially make up the first half of your completed marketing plan.

Your marketing plan will need to address the following criteria:

1. Structural components - Table of Contents, Table of Figures & Tables, Reference List, Appendices (where appropriate) referenced according to APA referencing requirements (See the APA Guide provided in Moodle).

2. An executive summary - highlights main findings and recommendations of the marketing plan.

3. An introduction - provides the aim and structure of the marketing plan.

4. A corrected situation analysis - based on Assessment 2 feedback.

5. A product (or brand or company) lifecycle analysis (PLC) - identifying what stage of PLC your enterprise or organisation is currently at.

6. A BCG matrix - showing product position relative to competition, in this case conduct an analysis of your company product(s) or brand(s).

7. An Ansoff analysis - with justification of selected business strategy.

8. A set of at least 3 principal marketing objectives - based on your strategic analysis of the enterprise's position from the outcomes of the PLC, the BCG and the Ansoff analysis and considering the enterprise's corporate mission and objectives.

9. Develop a brand positioning strategy - discuss whether you will develop a brand identity for an individual product or product portfolio or whether you will use family umbrella branding strategy (including a brand positioning map).

10. Develop a minimum of 4 strategies - based on your objectives, each strategy should identify a target market segment and a customised marketing mix for that segment.

11. Framework of marketing metrics for your strategies - determine how you will measure success of your strategies and control the outcomes to ensure you reach your objectives.

12. A conclusion - concise summary of the main findings linked to introduction.

13. Include (attach) the signed (original) authorisation letter from senior management or signed declaration as required.

14. A Reference List - minimum of 10 references must be used in your marketing plan referenced according to APA referencing requirements (See the APA Guide provided in Moodle).

15. Any appendices.

Attachment:- Marketing Plan.rar