5010MKT/2005MKT Singapore Ice Cream Launch Assignment: Marketing Plan for a New Flavour in a Competitive Market, Singapore

QUESTION

You decided to launch a new Ice Cream flavour in Singapore. You are required to prepare a detailed marketing plan for the launch to ensure its success. The plan must have proper analysis and appropriate marketing strategies to ensure profitability, growth and sustainability.

Learning Outcomes

1. Demonstrate knowledge and critical understanding of marketing planning theoretical frameworks to design and evaluate a marketing plan.
2. Analyse data across international markets to inform decision making and apply marketing concepts and techniques effectively.
3. Design and Present Marketing and Financial Data Analysis and make recommendations in an effective manner
4. Demonstrate effective analysis, planning, problem solving and reporting skills within a team environment

Marking Rubrics

For Submission information

1. This assignment must be submitted to Turnitin by the deadline. No extension will be granted unless approval from the lecturer is sought.
2. The following information must be provided on the covering page of the assignment:
   • Name of Student:
   • Student Identification Number:
   • Name of Degree:
   • Cohort / Batch Number:

Please note:

• Please note that work submitted late (where an extension/deferral has not been granted) will automatically attract a result of 0%. This will count as a failed attempt, and may result in you failing the module overall. The maximum module mark that can be awarded for resit work is 40%. No late submission will be entertained.
• Extensions will be in accordance with University and Faculty policy.
• Students MUST keep copies (electronic file if done on computer) of their assignment.
• The electronic version of your assignment may be used to enable checks to be made using anti-plagiarism software and approved plagiarism checking websites.
• Any penalties for not complying with word limits will be in accordance with University and Faculty policy.
• Please use APA referencing for the assignment.

PLAGIARISM WARNING! – Assignments should not be copied in part or in whole from any other source, except for any marked up quotations, that clearly distinguish what has been quoted from your own work. All references used must be given, and the specific page number used should also be given for any direct quotations, which should be in inverted commas. Students found copying from the internet or other sources will get zero marks and may be excluded from the university.

Maximum similarity index is 20%.

Return of Marked Work

Marked reports will be returned to students about two weeks after submission. The marks awarded are tentative and are subjected to further approval from university examination board.

Before Submission Checklist:

1. Check against the marketing rubrics and ensure that all the relevant contents have been included.
2. Incomplete submission /poor submission will result in project being rejected or marks being deducted.

Contents of the Report

1. An Executive Summary of no more than two sides of A4 size paper summarising the background information for the company, marketing objectives, statement of problem, proposed action, aims and the proposed outcome. The executive summary should contain important and critical information regarding the project. This section will not be included in word count.
2. The main report should be about 4000 words with a tolerance of plus/minus 10 percent of the word count. The main report should cover the following contents but not limited to and not in any particular order:
   • A brief introduction of the company and its range of products and service (if applicable)
   • Create a vision and mission statement for the company and explain how the vision and mission has influenced the way of business operations, values and its marketing strategies.
   • Conduct Marketing and Financial Data Analysis on the chosen company
   • Explain how value is created for its customers using the relevant theory
   • Identify key players and competitors in the industry, their market share and marketing objectives and strategies
   • Conduct PESTEL analysis and clearly explain how the PESTEL can affect the firm
   • Conduct a detailed Competitor Analysis – 2 competitors. All important aspect of the marketing mix strategies and STDP and Strength and Weakness must be included in the analysis
   • Conduct a detailed SWOT Analysis (Minimum 5 points each)
   • Explain the firm’s segmentation, targeting and positioning strategies
   • Identify and describe the marketing strategies to achieve its objectives – Detailed 4 Ps
   • Prepare a detail operations plan to roll out the proposed market plan – timeline, control and evaluation and feedback
   • Apply appropriate marketing theories, tools and models where necessary making reference to published journals and articles
   • List of References (Minimum 15 articles including academic journals and articles, magazines and Textbooks)

Proposed Structure of the Report

The report must include the following:

1. Proper PSB Cover Page with the report title, module code, module title, names of the students in the group, SID numbers, course, date submitted, and word count
2. Table of Contents including appendices
3. Executive Summary (of no more than two A4 size pages – this will not be included in the word count)
4. Main Report
5. List of References and Bibliography
6. Appendices (as appropriate)
7. Header and Footer with Title and Page Numbers respectively
8. Names of all group members doing the project

Note:
• Use Word processed in Font Size 12 points using Font Arial or Times New Roman or Comic Sans MS in 1.5 line spacing

Assessment Criteria

Other Instructions and Suggestions

1. Read the coursework briefing thoroughly.
2. Understand the requirements of the brief. In particular understand the assessment criteria and marking scheme.
3. Pick out the important points of the reading material and make rough notes categorizing these points into different aspects of marketing that may be relevant to your work – e.g. environmental factors, SWOT analysis, Porter’s Five Forces marketing mix factors, target market segment, industry analysis, competitors etc.
4. Use research online sources such as Mintel, KeyNote, Datamonitor, Euromonitor etc. and other financial databases such as Reuters, FT and EIU for generic market information and trends in the market.
5. It may also be worthwhile to examine the websites of companies within the industry.
6. Collect all relevant information and make notes. Each member of each team will complete the preliminary research and only then meet with their groups. Now you can go ahead and convene your first team meeting.
7. Draw up a general code of conduct that outlines team-working procedures and exchange contact details and make sure you lay down clear instructions for communicating with each other at all times.
8. DON’T PLAGIARIZE – SUBMIT ON TIME – ENJOY THE LEARNING EXPERIENCE