study pack
Module : Principles of Marketing BM 141
Group Assignment
Develop a Marketing Plan for an existing company/existing product.
Due: 12th week.
This Assignment represents 20% of the Total mark for this subject.
Written Assignment 75 Marks
Presentation 25 Marks
Instructions
Work in Groups of FIVE. Groups will be closely monitored and updates will be required. Ideas for the paper and presentation outlines are to be submitted for approval.
Reference: Follow the Harvard referencing style.
Research materials should include: books and marketing/advertising journals, newspapers, and the Internet.
The Assignment/presentation must incorporate terms, definitions and marketing concepts discussed in class.
Assignment
You are required to write a 2500 word report (discuss with the lecturer). Use Times New Roman, 12 point, 1.5 line spacing and standard page margins.
You may use the following format to compile the written assignment:
EXECUTIVE SUMMARY
1) INTRODUCTION
I. Company history
II. Market opportunity
III. Product portfolio
IV. Market share/leadership information
V. Details of the product that you have selected
2) SITUATION ANALYSIS
I. Competitor analysis
II. PESTEL Analysis
III. SWOT Analysis
3) OBJECTIVES (1 page)
I. Company vision /mission/goals
II. Corporate Objectives
III. Marketing Objectives
4) MARKETING STRATEGY (4 pages)
I. Market Segmentation Strategy
II. Targeting Strategy
III. Positioning strategy
IV. Consumer research data
(Summary results of the mini consumer survey)
5) MARKETING PROGRAMS (maximum of 9 pages)
Product strategy ( 3 pages)
I.Pricing strategy (2 pages)
II. Promotion activities (2 pages)
III. Distribution strategy (1 page)
IV. Customer retention/loyalty programs (1/2 page)
6) IMPLEMENTATION PLAN (2 pages)
I. Budget
II. Sales Projections (3 years)
III. Resources requirements
IV. Symptoms of Failure
Presentation
Each group has to make a
Group Assignment
Develop a Marketing Plan for an existing company/existing product.
Due: 12th week.
This Assignment represents 20% of the Total mark for this subject.
Written Assignment 75 Marks
Presentation 25 Marks
Instructions
Work in Groups of FIVE. Groups will be closely monitored and updates will be required. Ideas for the paper and presentation outlines are to be submitted for approval.
Reference: Follow the Harvard referencing style.
Research materials should include: books and marketing/advertising journals, newspapers, and the Internet.
The Assignment/presentation must incorporate terms, definitions and marketing concepts discussed in class.
Assignment
You are required to write a 2500 word report (discuss with the lecturer). Use Times New Roman, 12 point, 1.5 line spacing and standard page margins.
You may use the following format to compile the written assignment:
EXECUTIVE SUMMARY
1) INTRODUCTION
I. Company history
II. Market opportunity
III. Product portfolio
IV. Market share/leadership information
V. Details of the product that you have selected
2) SITUATION ANALYSIS
I. Competitor analysis
II. PESTEL Analysis
III. SWOT Analysis
3) OBJECTIVES (1 page)
I. Company vision /mission/goals
II. Corporate Objectives
III. Marketing Objectives
4) MARKETING STRATEGY (4 pages)
I. Market Segmentation Strategy
II. Targeting Strategy
III. Positioning strategy
IV. Consumer research data
(Summary results of the mini consumer survey)
5) MARKETING PROGRAMS (maximum of 9 pages)
Product strategy ( 3 pages)
I.Pricing strategy (2 pages)
II. Promotion activities (2 pages)
III. Distribution strategy (1 page)
IV. Customer retention/loyalty programs (1/2 page)
6) IMPLEMENTATION PLAN (2 pages)
I. Budget
II. Sales Projections (3 years)
III. Resources requirements
IV. Symptoms of Failure
Presentation
Each group has to make a