prepare a marketing plan to amend, improve or extend the existing policies/practices
You are required to assume the post of Marketing Manager for your organisation that has to critically review the current marketing and promotion policies of your organisation with respect to a particular product/service or line of products/services.
You are required to prepare a marketing plan to amend, improve or extend the existing policies/practices. Your plan should include a section dealing with promotion policy in particular.
The plan should be in business report format and should specifically include:
An industry/market/competitor analysis
A justification for the launch/re-launch of the new/modified product/service
An outline of major marketing opportunities for the new/modified product/service
A recommended marketing strategy based upon segmentation, targeting and positioning
The marketing strategy to detail marketing mix variables
– Use 4-5 items during your talk about Marketing Mix,
Product, Price, Place, Promotion, Physical Evidence, Processes, and People
The proposal of a promotion plan and the optimum promotional mix
A marketing budget detailing categories of expenditure and a notional financial profile of the contribution of the new product/service
Demand forecasts based upon known demand for the organisation’s products/services allied to sales targets
A contingency plan
A Conclusion
A Bibliography (Harvard system of referencing)
– Make a segmentation analysis, use BCG , PESTLE or Porter 5 Forces
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