Using One of the Case Companies or an Organisation of Your Choice (Preferably One You have a Relationship with): Strategic Marketing Planning Assignment, SMU, Singapore

Learning Outcomes

This assignment covers

1. Demonstrate the use of appropriate marketing responses to relatively complex current market situations (with a focus on the marketing mix)
2. Analyse and critically evaluate the marketing planning process as an effective means of addressing marketing problems and implementing and evaluating marketing solutions to a real or simulated case.

Assignment Description

Using one of the case companies or an organisation of your choice (preferably one you have a relationship with) that is planning to market a product or service to a specific sector within the United Kingdom you are required to produce a marketing plan report, which illustrates how you as a Marketing Director/Manager of the company are preparing to enter/address conditions of the current market (2,000 words)

The marketing plan report must include (but is not limited to) the following elements:

• Executive summary: to describe the plan’s objectives and outline the main points briefly
• Summary of Key issues which need addressing: these can be the same or different ones from the group presentation. But a brief justification of the chosen ones is needed (with reference to your environmental analysis).
• Assumptions & Objectives: to show what the marketing plan is designed to achieve; to identify and explain t(ey issues that could affect the plan’s implementation and success
• Target markets, segmentation, and positioning: to indicate who will be targeted and how the organisation, products or brand will be positioned for the selected segments identified
• Marketing strategy: to describe broadly how the plan will apply in moving toward the objectives that have been set
• Marketing programmes: to describe the set of coordinated actions that will be implemented: this may include elements of the 7 Ps of the marketing mix, but at this level should focus more on integrated marketing communications and activities
• Implementation controls: to show the marketing organisation needed for implementation of the plan. how progress can be monitored and measured in progressing towards the stated objectives and any consideration towards contingency plans if results vary from those projected