Assignment Task:

Task 1 – Marketing Plan

Situation Analysis, Planning, Implementation and Control
In line with the theme you have selected for this assignment, you are required to carry out the following.
(a) Provide a background to your chosen organization, including:
• organization name
• organization information – to include the type of organization, size of an organisation, range of products and services, customer base and main competitors
• stakeholders – summary of the organization’s key internal and external stakeholders
• key customer segment – an overview of the selected key customer segment for your plan
• the theme is chosen and rationale for choice.

For your own organization or an organization of your choice, you have been asked to produce a 3-year marketing plan that will lead to improved growth. Your marketing plan could follow a planning framework of your choice; however, it should cover the following elements, and should be written to meet the requirements of the chosen theme:
(b) a strategic audit of where the organization is now, using relevant models and frameworks to audit the current situation
(c) the marketing objectives which the organization wants to achieve
(d) the strategic options to achieve these goals (including segmentation, targeting, and positioning), and a supporting tactical mix
(e) details of how the organization will implement the chosen strategy
(f) metrics the organization will use to monitor performance and measure success.

Task 2 – Justification Report

Situation Analysis, Planning, Implementation, and Control – Content Justification
In line with the theme you have selected for this assignment, and applying academic theory to justify your answer in each case, you are required to carry out the following.
(a) Identify the key issues from the audit that have shaped the content of your marketing plan. Link each issue to the section(s) of the plan
where it has the most impact.
(b) Justify your choice of strategy, referring to the organization’s objectives, segmentation, targeting and positioning policy, as well as
theoretical models.
(c) Justify the content of your tactical marketing mix (online and offline) in terms of achieving the chosen strategy.
(d) Create a Gantt Chart that will identify the budget and resources necessary to implement your plan, explaining your breakdown of the budget over time.
(e) Justify your choice of measurement tools for determining the success of the marketing plan and explain how the results from this would inform a continuous improvement plan.

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  • Posted on : March 27th, 2019

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