Assignment 2 – The strategic marketing plan
Description Marks out of Wtg(%) Due date
Strategic marketing plan (modules 5 – 8) 100 50 26 October 2015
Maximum word count 3,000 words
General overview
This assignment leads on from assignment 1. Essentially you are required to establish a marketing plan to grow the market and sales for the organisation you have chosen in the target market you have focused on and given the situational analysis you have conducted in assignment 1.
This assignment should commence with an overall summary (about one page) of the context that you established in assignment 1. This will allow the marker to come up to speed on your analysis and thinking as the baseline for your recommendations in this assignment (it is unlikely that you will have the same marker for both pieces of assessment so consider this in what you present). You DO NOT need to include the full assignment 1 here but you may wish to replicate some of the analysis tables in appendices to this assignment if they are relevant – if you do this, make sure you refer to them in your summary and highlight the key features that a reader needs to note from these tables and analysis summaries. You may make adjustments to your original analysis and conclusions here based on the marking feedback you received in the first assignment.
This assignment should then commence with a specific statement of the marketing objective/s that will guide this plan based on the context you have set from assignment one. You will then show how each of the marketing mix elements (the 4 Ps) will contribute to the achievement of this objective in your plan. Each of the elements of the marketing mix are to be considered (product, place, price and promotion) and for each you will need to discuss the strategy you will adopt (with appropriate justification from theory and other sources), and the tactics you would recommend.
Finally, you will conclude with consideration of a timeline for this plan indicating the ordering of your tactical elements which will result in the achievement of the overall objectives of the plan. You also need to present a contingency plan which would consider any threats or potential reactions from competitors that you identified in assignment one as potentially having a negative impact on your plan and how you would propose these be dealt with if and when they arise. There is no requirement in this plan to focus on or prepare and defend a budget.
Be sure to attach all pertinent documents to your report such as any relevant tables and analysis from assignment one, to support your recommendations. Before submitting your plan, ask yourself the question, “Does this contain all of the information that would be needed for someone else to make a decision in my favour and adopt the recommendations I have made?” If not, revise your work.
Assignment format
This assignment needs to be written as a formal report (refer to chapter 3 of the Communications Skills Handbook for all the required elements) and would include the following sections:
1. An executive summary (no more than 1 page)
2. An introduction which will be the overview or summary of assignment one – no longer than one page (this will not be included in the word count for this assignment), the summary should briefly summarise the analysis work conducted including information about the target market you selected and the summary of the issues identified in assignment one about the product offering, the target market’s decision making process and any other psychological factors that are relevant, competitor analysis and the overall marketing objectives you suggested be adopted in the development of the marketing plan. Include any relevant tables and analysis you provided in assignment one as evidence to support your recommendations here in assignment two. These can be included either as appendices to the assignment or they can be incorporated into the body of assignment two as you deem relevant. Regardless of which approach you take, it is important that it is clear that these are the tables and analysis from assignment one.
3. The Marketing plan: This represents the body of your report and would include the following sections:
a. Marketing objectives: The marketing plan then needs to begin with a statement of the specific marketing objective/s for your target market.
Make these objectives realistic, achievable and measurable (SMART objectives). In writing your objectives be specific and avoid generic terms such as “increase,” “decrease,” implement as soon as possible”, and other non-specific and non-analytical language. Your objectives should align with the context established in assignment one and consider and be directed to the target market, in the location you have identified in that assignment. You also need to ensure that you have restated the value proposition you posed in assignment 1 here.
b. Shaping the market offerings, delivering and communicating value: -The marketing objectives for this campaign will then need to be translated into specific strategies and tactics for each element of the marketing mix (the 4 Ps). Whilst you need to be reasonably specific here remember you are constrained by a word limit and we are really looking for evidence that you have considered each of the elements and that you know how and why each suggestion fits with your overall objectives and goals for this campaign and how the elements fit with and complement each other (justification is essential and use the analysis you conducted in assignment 1). You need to provide enough detail to ensure we can see your thinking. Use tables here to assist with the word count (tables are not counted in the word count but if used need to be accompanied by discussion in the text – see the Communications Skills A
4. An implementation plan: Next consider the order or sequencing of activities with a marketing timeline related to your marketing tactics (i.e. what needs to occur first etc.).
5. Contingencies: after you have developed your plan you then need to consider marketing contingencies, or what are the risky parts of your plan and are there any actions that need to be considered or prepared to counter these if they were to occur.
6. Conclusion: Finally, provide an overall conclusion for your work (about 1 para) that brings it all together and re-enforces your case for this plan to be accepted/adopted.
Marking criteria for assignment 2 - MKT5000
Criteria Does not meet minimum standard required (fail).
0 – 19 marks Work is of minimum standard (pass)
20 - 26 marks Exceeds Minimum standards
(distinction)
27 – 33 marks Work is of a high achievement standard.
34 – 40 marks
Learning objective 1 – critical thinking,
analysis and problem solving skills
The work shows evidence of the student’s ability to
analyse information and formulate this
into a coherent and
relevant strategy addressing the
contextual issues identified.
/80 •
•
•
•
•
• • • Goals, tactics and contingencies are not integrated, or not evident. Little or no evidence of analysis of data and information used to support recommendations.
No logical argument and presentation of findings, conclusions and recommendations.
Synthesis of theory and other evidence is shallow and superficial and/or is not related to the marketing plan for the product/market. Limited or no evidence of problem
solving skills in the recommendations
Marketing strategies have not been adequately identified and included in the analysis.
The plan lacks any creativity and originality, is generally vague and has insufficient detail in the strategies.
May not have provided contingency plans or timelines.
•
•
•
•
• • • Goals, tactics and contingencies are evident though integration could be better and some recommendations supported.
Argument and presentation of findings, conclusions and recommendations shows logical progression and adequate application of problem solving skills.
Acceptable analysis and integration of data and some attempt at integration of theory The plan shows elements of creativity and originality but needs to be more specific and detailed in some areas and some application of marketing theory is shown.
Marketing strategies relevant to the product and the company, are adequately identified and included in the analysis.
Recommendations could be more specific & better supported with evidence.
Contingency plans and/or timelines not well developed. • Goals, tactics and contingencies are evident and integration is sound and all recommendations supported.
• Argument and presentation of findings, conclusions and recommendations shows logical progression and a sound application of problem solving skills.
• Good evidence of analysis of data collected to support recommendations.
• The plan shows creativity and originality though questions raised in some areas and generally good application of marketing theory and practice.
• Marketing strategies relevant to the product and the company have been generally identified and included in the analysis.
• Contingency plans attempted and a time-line provided, though maybe a little generic. • Goals, tactics and contingencies are evident, well integrated and all recommendations are well supported.
• Argument and presentation of findings, conclusions and recommendations shows logical progression and an excellent application of problem solving skills and analysis.
• Deep and meaningful analysis which shows a good integration of theory, data from assignment one and appropriately contextualised.
• The plan shows creativity and originality and excellent application of marketing theory and practice.
• Marketing strategies relevant to the product and the company have
been clearly identified and included in the analysis.
• Recommendations are sound with good support and contingency plans and time-lines provided and well developed.
Does not meet minimum Work is of minimum Exceeds Minimum standards Work is of a high achievement standard required (fail). standard (pass) (distinction) standard.
Criteria
0 – 9 marks 10 – 13 marks 14 – 16 marks 17 – 20 marks
Learning objective 2 – • Failed to submit the assessment in • Assignment format correct and • Assignment format correct and • Assignment format is correct and
Professional the required report format. most marketing plan elements almost all elements of the all elements of the marketing plan
communication and • Many grammatical and/or spelling accounted for (some may be more comprehensive than marketing plan have been addressed in sufficient detail. have been addressed in sufficient detail with all elements present errors.
structure • Have failed to provide information in others). • Appropriate components of and well integrated with relevant
a logical manner and sequence. • Logical presentation of assignment one have been information from assignment one. Professional and • Failed to provide information from information. included and support most of the • Report shows logical presentation academic standard assignment one as evidence for this • Appropriate elements of recommendations. of information and synthesis of achieved and in assignment to support Assignment one included. • Report shows logical material and recommendations are the required recommendations. • All required elements of the presentation of information and creative and well supported. format • Not all requirement elements of the assignment have been included. assignment included although some not in sufficient detail. synthesis of material and recommendations are a sound.
Total mark
/10
Learning Objective 3 • Limited or no application of • Discussion of key strategies • Discussion of key strategies well • Discussion of key strategies
- Information literacy marketing theory and little or no adequately supported by theory supported by theory and related excellently supported by theory
and academic evidence of ability to source and integrate information and theory. and related to the characteristics of the product/market chosen. to the characteristics of the product/market chosen. and closely related to the characteristics of the integrity • Discussion of key strategies largely • Student showed evidence of an • Student showed evidence of an product/market chosen.
missing and the report fails to emerging understanding of key established understanding of key • Student provided evidence of their Work is appropriately demonstrate a clear understanding of marketing principles and marketing principles and high level understanding of key referenced and theory and the characteristics of the thinking to present a plan that is thinking in their proposed plans. marketing principles and thinking
relevant and timely product and market chosen. sound and implementable • Consistently cited relevant in their presentation of their plan.
information is used. • Failed to correctly cite using Harvard • Generally cited relevant sources sources of information to • Provided exemplary referenced AGPS to support their conclusions of information to support support conclusions and support for their work correctly
and discussions. conclusions. discussions using Harvard cited using Harvard AGPS in the /10 • Correct Harvard AGPS AGPS referencing style and in required format.
referencing style adopted. the required format. • All strategies are appropriately
contextualised and well supported with theory and other evidence. Final mark /100 Final Comments:
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