Apply marketing principles to analyse problems and propose solutions

Apply marketing principles to analyse problems and propose solutions
3. Identify and explain the elements of a marketing plan;
4. Discuss strategic and marketing planning, and apply a
strategic framework to marketing issues and decisions, and
5. Effectively communicate marketing knowledge in a written
context
Purpose and Description
The assessment tests students? integrated marketing
understanding, and creative problem solving and decision
making. Students reflect on their prior marketing situation analysis
and how they would develop a marketing plan relative to marketing
objectives, target markets and positioning and an overall approach to
an appropriate marketing mix. Students access, analyse and
interpret data to make evidence-based decisions, understand their
marketing situation for a company, product or service to argue their
stance in the development of a marketing plan.

Details: A marketing plan is an essential tool for any marketer, providing
direction for a brand, product or organization. A marketing plan
describes the marketing environment, marketing objectives and
marketing strategies.

In Assignment 1, you with others in your group developed a situation
analysis for a selected company culminating in a SWOT analysis.
This is the current situation that company is in from a marketing
perspective. Assignment 1 also provides you an established
segmentation profile of each segment that might be targeted. On the
basis of that analysis and the situation the company is therefore in
and the established segmentation profile, you are required to
individually reflect on how you would conclude that plan relative to
from selected key issues from the SWOT by analysing it, on the
basis of that setting marketing objectives, deciding on which part
of the external analysis and how to position the product/company
and an outlining overall approach to an appropriate marketing mix.

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You need to illustrate the links between the various elements of the
marketing plan during this reflection. You must incorporate academic
literature to support / justify your discussion. Unsubstantiated
statements will not provide credibility to your discussion
.
Assessment
Length
2000 words (+/- 10%)
(excludes appendices and references)
Assessment Weighting
30%
Assessment Criteria
Issues resulting from the Situation Analysis
Description: A clear description of the selected main issues that
come out of the situation analysis – the current situation of the
company that you have analysed in Assignment 1. Provide a concise
justification for identified issues as a basis of this report.
Weighting: 5%
Marketing Objectives
Description: Based on the selected issues regarding the current
situation of the company you have analysed in Assignment 1, clearly
state up to three objectives for the forthcoming 12 months using
S.M.A.R.T goal setting criteria. Explain how these goals link to the
identified issues.
Weighting: 20%
Target Market(s) and Positioning
Description: State and justify which segment(s) you intend to target
and how will you position the product/service for the target
market(s)?
Weighting: 20%
Overall Approach to an Appropriate Marketing Mix
Description: On the basis of your knowledge to this point of the
marketing mix elements, reflect on the overall approach to the
marketing mix. Outline some detail on the elements and tools you
think would be best used and the links and/or independence
between the marketing mix elements in your plan.
Weighting: 40%
Conclusion – Role of the Marketing Plan
Description: Clear discussion of how you see your marketing plan
will assist the company. How should it be used both tactically and
strategically by the company?
Weighting: 10%
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