Instructions:
Complete a strategic
marketing plan of 1,500 words for a product or service brand of your
choice in four submissions. You can choose whatever product or service
organisation.This must not simply be a
report on what the organisation is currently doing or a restatement of the work
of others. Throughout the assignment, you should focus on how the decisions you
recommend will offer a competitive advantage for the firm and justify any
changes you consider necessary.
Please note,
however, that you are not permitted to use either a franchise-based or
multilevel marketing (MLM) organisation since each has a preset and
well-documented marketing plan template already in place.
Sample marketing plan:
This outline structure is taken from the
Pegasus Sports International sample marketing plan (section numbers have been
added for clarity), which you may wish to read and consider as an example of
how you might approach each topic in your analysis.
It can be located online at: http://www.mplans.com/inline_skating_marketing_plan/executive_summary_fc.php.You should understand that this plan is considerably abbreviated
and well below the assignment wording requirements. Also, with the exception of
the breakeven analysis graph (which should be included), it is not necessary to
prepare graphs in your analysis of the type shown in this Pegasus plan.
The plan should outline
analysis of the market environment and the chosen organisation’s marketing
response so far.
* Describe the nature of the product (product
attributes and/or services provided) and market (characteristics, needs,
trends, growth).
* From your analysis of the internal and
external environments, prepare a SWOT analysis of the organisation’s strengths
and weaknesses and of the opportunities and threats in the external
environment.
* Complete sections 2.0-2.6 of the Strategic
Planning Project:
2.0 Situation Analysis
2.1 Market Summary
2.2 SWOT Analysis
2.3 Competition
2.4 Product Offering
2.5 Keys to Success
2.6 Critical Issues
Be certain to include a
Reference section of at least 8 references at the end along with in-text
citations identifying all sources used to prepare your assignment, which should
include a substantial listing of originally sourced material from the online
library, quality websites and/or industry sources.
Also, please note that
any copying from online sources should be minimal as this will constitute an
act of plagiarism and hence the assignment will not be accepted.
