Detailed guidance For the coursework, you will use the organisation you previously researched in CW1. The Marketing plan should make use of various strategy models (e.g. Ansoffs Matrix, Porters Generic Strategy) and discuss the implementation and evaluation of marketing frameworks and tools. In your Marketing plan you should show that it: ? Supports the organisational objectives ? Demonstrates understanding of the stakeholder needs ? Is in line with the marketing objective(s) identified in CW1 ? Shows consideration of external and internal environment identified in CW1 ? Outlines how the success of the plan will be evaluated. You are encouraged to use graphs, images and tables that are relevant and support your arguments and/or provide evidence. These can be added as appendices, numbered and referred to in text accordingly. Appendices will not be counted towards your word count. Introduction Est. 200 words not part of the overall word count. Introduce the organisation, its background, history, products/services and main market(s). Introduce the objectives and the scope of the report. Section 1: (15%) The Marketing Environment (based on CW1) Critically review the macro-, micro- and internal environment of the company, with the application of PESTLE or PEST framework, Porters Five Forces model and SWOT analysis. The section should demonstrate a significant understanding of the environment within which the organisation operates, how weaknesses can be converted into strengths, and threats into opportunities (critical analysis of your key findings in CW1). Section 2: Positioning and Targeting (20%) Conduct a market segmentation, applying at least three bases for segmentation and discussing the effectiveness of the segmentation, and the attractiveness of the markets. Justify the target market strategy you suggest should be used. Assess how the organisation currently positions itself within its target market. Use at least two perception maps to assess the organisations positioning in relation to its competitors. The 4Cs of Positioning can be useful to assess the effectiveness of the organisations positioning strategy. Section 3: Strategies for Growth and Marketing Objectives (20%) Application of the BCG matrix, the Ansoff Matrix / Porters Generic Strategies will enable you to identify areas of risk and growth within the organisation and possible strategic directions. This section also gives you the opportunity to discuss the strategy based on the SMART marketing objectives for the organisation. The SMART objectives will be one short-term (up to 1 year), one medium term (1-3 years) and one long term (3 years+). You can use (some of) those objectives you have identified in CW1 but you need to demonstrate how these objectives will sustain/improve the success of the organisation and how they meet the stakeholders needs. Section 4: The Marketing Mix (25%) This is your opportunity to explore the 4Ps, or 7Ps, as you currently see them. You can suggest changes to any or all of the components, if these would help to achieve the objectives you have set in Section 3. Remember that the marketing objectives should be in line with the chosen marketing strategy, so refer to the targeting of the company, as well as its positioning, to support your arguments. Section 5: Budget, Measurement and Control (15%) Give a clear indication of estimated costs for the marketing activities suggested, in line with a relevant and realistic budget for the organisation. You must also explain the KPIs you have chosen to measure the success of your objectives (e.g., revenue increases, web traffic, social media likes, etc.). Presentation of the report and academic referencing (5%) The report needs to be well-presented and well-structured, with good vocabulary and grammar. Citing sources of concepts/theories/models is essential. When you first introduce them, you should also briefly explain their purpose and meaning this can be done via the citation of an academic source (a book or a journal article, or a report). All citations should feature at the end of your work as a List of references.
