Case Study Assignment The marketing plan

During this semester you will be working in teams (4-5 people) to develop a marketing plan based on a brand that you select. It is recommended to reference at least five articles in the body of the report. No direct contact is allowed with organisations unless you have a prior personal or professional relationship. All research should otherwise be desk research, observation and educated guesses In developing a marketing strategy you are to concentrate on addressing the following questions. 1. Where do we want to be? This question is answered by

2.

Developing the product objectives (for market share, profitability and so on) Defining our target market (who is this plan/ product aimed at) Specifying our desired product positioning (what does this product stand for in the consumers mind).

How will we get there? In this phase of the plan, we develop the strategies and action plans to ensure we achieve our objectives. These strategies and action plans revolve around the 4ps (or 7ps for a service).

We also specify a control program to track and monitor our performance and this includes marketing research projects and budget controls.

The marketing plan structure

This is a flow chart of the Marketing Plan highlighting the various components of a marketing plan discussed in the lecture.

Company mission and objectives

Situation analysis
Where are we now?

External Analysis

Internal Analysis

SWOT Analysis Product objectives

Where do we want to go?

Target market definition Desired product positioning Product strategies

How will we get there?

Action program Control program

Case study approach

Due: Week 11 Value: 30% Word count: 3,000 words (+/- 10%) This assignment is to be typed and presented in the report format outlined below. As a guide your plan should include: Executive Summary The marketing plan should open with a brief summary of the main goals and recommendations to be presented in the plan. This is aimed at the executive management to enable them to grasp quickly the plans major thrust, its goals and recommendations. The summary should be no more than one page long. 1. Current Market Situation

This section presents relevant background information on the product, market, competition, distribution and the macro-environment situations. Here you should attempt to answer the question where are we now? by taking a snapshot of the current situation and explaining not only what is happening in this marketplace but why, who and what are the key players, forces and dynamics that drive it. 2. SWOT Analysis

The SWOT analysis is a summary of the external and internal analyses, highlighting the critical issues that must be addressed by the marketing plan. When the SWOT analysis is completed, the firm has a clear idea of its. Strengths & Weaknesses represent internal assessments of the firms current capabilities and address questions such as: Strengths: What are our core competencies - what do we do best? What advantages do we have over competitors? What do customers think the organisation does best? Weaknesses: What areas of the business need the most improvement? How do customers think we could improve our business? Compared to competitors, what is the organisations reputation in the marketplace? In contrast, opportunities and threats represent external assessments of the firms marketing environment. Typically, opportunities and threats emerge from environmental

forces and their potential impact on the brands future survival or demise. Opportunities and threats address questions such as: Opportunities & Threats: Social: What major social and lifestyle trends will have an impact on the firm? Demographics: What impact will forecasted trends in the size, age, profile, and distribution of population have on the firm? Economic: What major trends in economic policy, taxation, income sources will have an impact on the firm? Political and Legal: What laws are now being proposed that could affect marketing strategy and tactics? Competition: What new competitive trends seem likely to emerge? Technological: What major technological changes are occurring that affect the firm? Ecological: Are the firms products, services, and operations environmentally friendly? 3. Product Objectives

These are specific objectives for the brand/product this plan is being developed for. Objectives should be SMART - Specific, Measurable, Achievable, Realistic, and Time frame specific. Two types of objectives must be set: financial and marketing. Here you should attempt to answer the question where do we want to go? 4. Segmentation, Targeting and Positioning

This section presents meaningful customer groups, identify which customer groups to serve, and illustrate a value proposition that best serves targeted customers. Firstly, identify major bases for segmenting consumer markets which are geographic, demographic, psychographic, and behavioural variables. Then evaluating different market segment and decide how many and which segments it can serve best. Lastly, you need to use a positioning map to illustrate your product positioning. Identify the desired place the product occupies in consumers mind relative to competing products. 5. Marketing Mix Strategies

This section is the most important part of marketing plan. Here you should attempt to answer the question How will we get there? Illustrate marketing strategies by using 4P framework for product or 7P framework for service (how you plan to achieve your objectives by combining the following marketing mix elements?). Product Identify product or service information by using concept of Three Levels of Product. This may further discuss into branding strategy or brand development strategy. Price Identify appropriate pricing strategies for the product. This must related to both internal company factors and external environmental factors. Place

Place may need to identify to both meaning are location and distribution where applicable. Also the number of marketing intermediaries should illustrate. Promotion Identify each activities in marketing communication mix; advertising, sale promotion, public relations, personal selling and direct-marketing tools. People Focus in inventing or improving staff training program for higher skill and performance. Physical Evidence Identify physical evidence that customer can touch or seen like tangible items, facility exterior, and facility interior. Process Identify service delivery process or solution to improve better service practice. Only discuss the ones that are relevant to your product or case study. 6. Action Program Specific implementation program from marketing mix strategies that answer the following questions: What will be done?, Who is responsible for doing that?, When will it be done?, and How much will it cost? 7. Control Program Defines how you will monitor your progress, including benchmarks, evaluation procedures, budgets and so on. Some control sections include contingency plan, which outlines the steps that management take in response to specific adverse development.

Marketing plan checklist and assessment guide

Report
Introduction Situation Analysis Microenvironment Macroenvironment

NN

PA

CR

DI

HD

Current Marketing Situation (20%)

SWOT Analysis (10%)

SWOT Analysis SWOT Matrix illustration

Objectives (SMART) (5%)

Statement of Product Objectives

Segmentation, Targeting and Positioning (10%)

Market Segmentation Target Market Positioning Map

Marketing Mix Strategies (30%)

Product Price Place Promotion Other

Action Program (10%)

Task Responsibility Time frame Budget

Controls (5%)
Details how progress will be monitored

Report Structure (10%)

Executive Summary Consistence of planning logic Application of theories Presentation Creativity Referencing Evidence of research

Working in teams
Introduction The assignment requires students to work in teams of 3-4 to produce a completed marketing plan by the end of the semester. You will have to make your own arrangement to get in to a group by contacting your classmates directly or via the discussion board. But do let me know if you are unable to find a group by week 5. Each team must elect a team leader who will plan, organise and delegate the responsibilities and tasks involved in the project. Each team member will be assigned responsibilities and their contribution evaluated by all team members. The team can vote to eject a team member for poor performance after consultation with the lecturer. Team leaders will organise group meetings, preferably on a weekly basis, starting week 6 or earlier, with an agenda for discussion. At these meetings tasks will be allocated and deadlines agreed upon. Each member must undertake responsibilities at this time and will be evaluated on their ability to provide timely and high quality feedback to the group as agreed. A proforma summary sheet for meetings is provided. These should be developed and circulated at the meeting. Team Leaders must include these with the assignment. The assignment should also include a statement from each group member evaluating the performance of all group members including themselves. These guidelines have been developed to ensure that all students share the workload in this course or at the very least acknowledge those students who have performed and contributed over and above their required level.

How to develop a dream team

1. Communication is vital Exchange phone numbers, addresses, fax numbers, mobile numbers, Internet addresses or whatever it takes to ensure that you are all contactable at all times. Inform your team leader if you are going away on business or a holiday so that they can plan meetings around this. 2. Respect each others Needs and Abilities Everyone has different strengths and weaknesses. Be upfront about yours and make it clear what you can and can't do. Manage these different skills to ensure the best result possible. Negotiate amongst yourselves and agree on equitable workloads. 3. Work Together Don't try to write a part of the Assignment each and then try to glue it together. Each part of the plan interlocks within the rest. It must all hang together logically. So discuss it first, agree on the important issues and then write and edit the document.