MKT 3401/3701: Develop a One-year Strategic Marketing Plan for a Singapore Company/Brand/Product: Marketing Strategy Report, NUS, Singapore

Students are required to develop a one-year Strategic Marketing Plan for a Singapore company/brand/product. The strategic marketing plan will be a 2500-word document comprising the main report as well as a reflective statement.

It is important to note that rather than providing a description of the food company/brand’s current marketing strategy, the plan should outline the student’s suggested strategy for the company/brand over the next year.

Table 4: Marking Scheme for the Individual Assignment Marks Parts

1. Executive summary (summarise the market situation as well as the plan’s objectives and highlights from the report)

2. Environmental analysis (examines environmental factors affecting the company/brand/product, and its marketing, using the appropriate analytical tools).

A. Macro-environmental factors (how demographics, economic climate, technology, legal and regulatory issues may affect the marketing plan and research report).

B. Micro-environmental factors (how suppliers, channel members, competitors, and customers may affect the marketing plan and research report).

C. Competitive strategy (how the company/brand/product will compete in the market(s)).

3. Marketing Strategy (discusses overall strategy and objectives).

A. Marketing objectives.

B. Financial and societal objectives (if applicable). C. Segmentation, positioning, and target market(s)

4. Marketing research (research conducted and needed to support the marketing plan).

A. Present the results of the secondary marketing research you have conducted and describe their implications for your company/brand/product.

B. State the major discovery and see whether your findings can help you to determine the product, pricing, distribution channel, and promotion strategy.

5. Marketing mix summary (a one-page table summarising major elements of the marketing mix). This should be adapted to fit with the strategy implementation.

A. Product.

B. Pricing.

C. Place.

D. Promotion.

E. Service marketing components (if applicable).

6. Detailed strategy for one element of the marketing mix.

A. For one element of the marketing mix (from part 5 above), develop a more detailed description of planned marketing activities and expected outcomes.

B. You will also be expected to draw upon the primary and secondary data collected within the module to support your ideas. More details will be provided in class.

C. The detailed strategy needs to be designed to accomplish previously specified plan objectives.

7. Reflective statement (Individually write a 500 word reflective statement that includes the following).

A. A description of how you have used feedback from your formative group presentation to improve your strategic marketing plan.

B. A summary of the challenges you faced, related to the academic literature on data collection and research method.

C. A description of the things that you would do differently when developing a strategic marketing plan like this in the future.