FP077 Marketing and Organisational Behaviour Summative Assessment 3 Summative 3: Marketing Plan Indicative content: Marketing Plan Elements Introduction (125 words) Brief introduction of your chosen business and key issue(s)
FP077 Marketing and Organisational Behaviour Summative Assessment 3 Summative 3: Marketing Plan Indicative content: Marketing Plan Elements Introduction (125 words)
Brief introduction of your chosen business and key issue(s) from Summative Assessment 1 What weakness or threat to your company’s marketing strategy have you identified to change? Thesis statement - outline the arguments to be put forward in the report and in what order. Company background and marketing strategy (175 words)
Marketing Aim and Objectives of your chosen business (from Annual Report or company website). Explain the purpose of Ansoff’s matrix and identify a strategy for your chosen company. Why is it the most suitable for your company’s new marketing strategy? Define and explain market segmentation. What is your company’s market segmentation? Does it need to change? Market Research (200 words)
Define primary market research. What primary research would you carry out? How? Why? Consider the quality of the primary research. What would your chosen company expect to find out to guide your company’s new marketing strategy? Marketing Mix: Product (275 words)
Define and briefly explain the purpose of the marketing mix for the marketing strategy. Explain the role of Product within the marketing mix. How would the new strategy affect the Product? Include and evaluate any 2 of the following:
- Product positioning map,
- Product lifecycle,
- BCG Matrix,
- The 3 levels of product model,
- USP and branding.
Price (275 words)
Define and explain the role of Price within the marketing mix. Identify and evaluate your chosen pricing strategies to meet the new marketing strategy. Why would they help meet the company’s marketing objectives? Place (275 words)
Define and explain the role of Place in the marketing mix. How will the new strategy impact the place? E.g. Location – physical stores or e-business, channels of distribution Promotion (275 words)
Define and explain the role of Promotion in the marketing mix. Identify and evaluate 2 methods of promotion that would be appropriate for the new strategy. Why are these relevant to your chosen company? Conclusion (200 words)
Summary. Critical evaluation of the marketing plan – why might it not work? What mitigation could be done?
