Learning outcome to be examined in this assignment.
1) Demonstration of an understanding of the theoretical basis and principles of marketing planning.
2) Application of the principles of marketing planning and circumstances of particular organization.
3) Analysis of the theoretical and practical factor. Underlying relations with customers and methods of improving customer communications.
4) Analyze the nature of promotion policy and the ways in which the various constituents of the policy can be organized to interact to maximize effectiveness.
Content Style and relevance, originality
Marketing Plan structure:
• Industry / market analysis.
• Competitor analysis
• SWOT Analysis
• Marketing objectives and issues
• Segmentation, targeting and positioning.
• Marketing strategy formulation
• Action programmes
• Marketing and promotion mix variables
• Promotional strategy
• Marketing Budget against forecast.
Format, referencing, bibliography
• The assignment should include a title page, a table of contents and an executive summary. The bibliography should be based on primary sources (where applicable). And secondary sources and should be comprehensive.
• Business report format required which requires succinct expression of ideas and facts, structured progression of stages of analysis, executive summary and conclusion.
• Referencing requires correct citing of references throughout the report. Each references source should be listed in the bibliography. The bibliography should identify each references source formatted in the Harvard system.
Constructive critical analysis, introduction and conclusion
• This involves selection of appropriate models comparison of results, analysis of market data, and critical review of current operation. Through critical review the analytical quality credibility of the proposed launch/re-launch can be heightened.
Assignment Task
You are required to assume the post of marketing manager for your organization that has to critically review the current marketing and promotion policies of your organization with respect to a particular product / service line of product / services. You are required to prepare marketing plan to ament to improve or extend the exciting policies / practices. Your plan should include promotion policy in particular. The plan should be in business report format and should not exceed 4500 words in length +/- 10% and should specifically include:
• An industry / market / competitor analysis.
• A justification for the launch / re-launch of the new / modified product / service.
• An outline of major marketing opportunities for the new / modified product / service
• A recommended marketing strategy based upon segmentation, targeting and positioning.
• The marketing strategy to detail marketing mix variables
• The proposal of promotion plan and optimum promotional mix.
• A marketing budget detailing categories of expenditure and national financial profile of the contribution of the new product / service.
• Demand forecast based upon known demand for the organization product / service allied to sales targets.
• A contingency plan
• A conclusion
• A bibliography ( Harvard system of referencing )
• Use of course material and models from recommended and additional sources.
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- Approx. 275 words / page
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