brief summary of the Situation Analysis (suitably adjusted for your tutor’s feedback), using the Organisation Strategy and Marketing Objectives proposed in your Case Study and appropriate STP.
Brief Building upon the earlier presentation (Assessment 1), you are expected to continue with your evaluation of marketing management in a 2500 words individual report, structured using the SOSTAC model .
DO NOT USE AI!
YOU MUST READ THE INSTRUCTIONS CAREFULLY!
NO PLAGIARISM!
SIMPLE, COMMONLY-USED AND DIRECT WORDS!
DON’T JUST RELY ON THESE INSTRUCTIONS-READ THE ATTACHED DOCUMENTS!!
YOU MUST FILL IN THE DECLARATION SHEET ATTACHED!
· Harvard Referencing style must be used throughout. Please refer to the Citing References Guide 10th edition available on NOW at https://now.ntu.ac.uk/d2l/lor/viewer/view.d2l?ou=52836&loIdentId=25435&contentTopicId=1019510
· Marketing Management
· Individual Report
2500 Word Report (maximum, not +/– 10%)
BUSI22630
BRIEF:
Building upon the earlier presentation (Assessment 1), you are expected to continue with your evaluation of marketing management in a 2500 words individual report, structured using the SOSTAC model (see below).
Assessment task
The first assessment – your presentation – provided an understanding of how the organisation is affected by the External Environment. On the strength of it, you have been appointed to lead the team to develop the Marketing Plan using the SOSTAC model. The individual report must address:
[a] a brief summary of the Situation Analysis (suitably adjusted for your tutor’s feedback), using the Organisation Strategy and Marketing Objectives proposed in your Case Study and appropriate STP.
[b] the development of Tactics using marketing mix elements to achieve the SMART objectives;
[c] a Controlling and Monitoring plan to enhance the organisation’s competitiveness.
What is SOSTAC® | VCMO
You must consider the availability and quality of information on the organisation and its market sector, as this will assist you with justifying your findings as part of your presentation.
Guidance for completing this assessment
The Report Format (* = not included in wordcount)
The report should follow the following format:
· Cover page*. This shows the name of the Organisation, as well as the title of report, your student name and number. This as well as the Coursework Declaration, not instead of it.
· Executive Summary*. A single page summarising the entire report, not a description of what you will do or an extended introduction. A practical Executive Summary is structured in the same way as the report itself and tells the reader what the 2500 words contain, including what you have discussed and decided.
· Table of Contents*. As a professional, you should use MS Word’s Table of Contents facility. Include any tables used and page numbers.
· Text Box: IMPORTANT NOTE: You are strictly forbidden from contacting the company directly. This will be seen as ‘Primary Research’ for which you have not had the necessary Ethics Approval. If you do ignore this instruction, it may be considered an Academic Irregularity and the University reserves the right to act accordingly.Introduction to Organisation. A summary of the organisation’s situation. Remember: you are presenting an internal report, so s/he will know all the basic organisational data. You are expected to use secondary research using appropriate sources such as Library OneSearch and market databases (such as Mintel). You should present the findings in a PEST, 5 Forces and VRIO model and put them in your Appendices.
Use a SWOT as a summary with opportunities identified as target markets or market segments only. These opportunities should be based on conclusions drawn from your macro/micro analysis and evaluation. Include in this section a single SMART business objective (based on the data) that you want your organisation to achieve.
Using Segmentation, Targeting and Positioning models develop a target customer/consumer. This can be either B2B or B2C.
In the Tactics section of SOSTAC, you need to develop Marketing Plan, the first area to discuss is the 4Ps or 7Ps – depending on your Case Study Organisation. You need to discuss the relevant ones and show how they all integrate with each other to provide a coherent and consistent offering to the Consumer or Customer. Remember to make the Plan appropriate for the resources of your organisation.
Further guidance on the Marketing Plan is given below:
Promotion – how will you reach your new target? You must not use only Social Media and digital applications.
You must show some knowledge of ‘traditional’ media too. You must use at least three communications messages
Product – please do not develop a new product. You do not have the wordcount to do it justice. Focus on the current portfolio/offering.
Price – you do not need to give specific price points. A general ‘luxury/high/medium/low statement is enough.
Place – if you are going into a new market, then you will have to give consideration about how physically
The more ‘service-oriented’ your organisation is, the more important the extra 3 Ps are:
People – how will you ensure that your emloyees deliver the quality your customer/consumer wants?
Physical Evidence – Since your service is intangible, do you need to make up for this by putting additional effort into the physical environment where the service is being offered?
Process – Do your processes make your service faster/better than the competition? More affordable? More memorable? More reliable?
Remember that we are looking for you to justify your choices, so make sure you include evidence and data sources to support your work.
Action: You need to develop a Time Line to show what will happen when and by whom. Use an Excel Gantt Chart to show the timings of your activity. You will be given more details about the start and end points of your campaign in the Case Study.
Finally, you need to demonstrate how you will monitor and Control your Plan. Your plan needs to include metrics that let you know whether you are on target to achieve the objectives which you set earlier.
Brief Summary. Include key recommendations and any obstacles you may encounter.
· Reference List*
This should be comprehensive and accurate, from a variety of different types of sources including academic journals and marketing and research text books (together with up-to-date newspapers, company websites and market research data). Make sure that every citation in the report is in the Reference List and that every item in the Reference List is in the report! Also be consistent in your style.
Cover Page, Executive Summary and
Table of Contents
Not included in wordcount
Introduction to Organisation and its situation
200
Target market
400
Marketing Plan
1200
Timeline, Control,
300
Conclusion and Recommendations
300
Reference List, Bibliography
Not included in wordcount
Appendices
