Assignment Structure
Students are asked to write a strategic marketing plan for an organisations new product to be launched into the market (student to select firm and product). The student must consider the current climate of the industry by analysing current situation of the business, competitors, ethical and firm performance factors that affect the ability, strategic application, NPD process, quality and management of its sustainable marketing effort. Assume the role of marketing manager for the product/brand and your job is to construct a basic marketing plan to grow/extend the brand.
Your written marketing plan should include:
Current Business
Marketing Objectives
Competitors of the business
Strategic Marketing approach
Marketing Mix (4Ps) including NPD process
Executive Summary
Table of Contents
Body of the plan to contain Section Headings e.g.
Introduction: Purpose of the paper, scope and limitations
Background to the selected industry, and the business organization
Current Business
MBA5001 Sustainable Marketing
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- Overview of Current Business
- SWOT and current VRIO Analysis
Marketing Objectives: Proposing the need of new product/product extension to grow your brand
- Short term and long term objectives
Market and Competitor analysis
Strategic Marketing approach
- Segmentation
- Targeting
- Positioning
Marketing Mix (4Ps/7Ps) Ethical and sustainable approach
- Product- NPD process
- Price
- Place
- Promotion
*you can consider application of 7Ps if necessary
Recommendations: (Analyze proximity, Proposed VRIO, Blue Ocean and PLC Strategies)
Conclusion
References list
NOTE:
-Use relevant theoretical concepts and application -Sub-sections are to be numbered
-Paragraphing must be used
-Page numbers must be used.
-Reference List at the end must be in APA format and consist of mai
