The assignment is the development of a marketing plan in Microsoft Word for your organisation or an organisation of your choice, and it must cover the following topics:
1. Introduction
· a very short introduction about your company and rationale for your plan
2. External Marketing Audit
· a review of the key PESTLE trends & developments with the anticipated impact on the industry AND on your organisation
· using the Porter’s 5 Forces model, a critical review of the key forces of competition and their potential impact on your organisation
· using the Lehman & Winer model, a critical review of the key competitors, you must select one direct competitor and one potential newcomer
· using the DMU and/or 5Ws&H model, a critical review of the anticipated key changes in the future decision making or behaviour of your customers
3. Internal Marketing Audit
· using the Wang & Ahmed marketing resources model, a critical review of the key marketing assets and related marketing capabilities
· using the Wang & Ahmed marketing resources model, a critical review of the dynamic marketing capabilities
· using the Wang & Ahmed marketing resources model, a critical review of the lack of marketing assets, marketing capabilities and dynamic marketing capabilities
4. SWOT (a summary of sections 3 and 4)
5. Marketing Strategy
· a SMART description of two marketing objectives, to be achieved in three years.
· a description of at least two alternative marketing strategies which aim to achieve the objectives stated and which utilises the key results from you external and internal analysis
· the recommended marketing strategy with clear rationale using the SAFe assessment
· a market segmentation analysis with quantification of the potential target segments, and attractiveness analysis of the potential target segments with clear indication of preferred segments to be targeted.
6. Marketing Plan
· a description of the main (digital) Marketing Mix initiatives based on the recommended marketing strategy
7. Implementation
· a description of the key milestones and resources required to implement your plan
· a description of how you will track the progress towards achieving the objectives
· a description of how you will obtain support for your marketing plan from the key stakeholders
8. Reflection
· A critical review of the changes you have made to this submission compared to the first submission and your rationale for these changes.
9. References
10. Appendices
