Marketing and Digital Strategy - Market Penetration - Market Development - Product or Service Development - Marketing Assignment Help

Assignment Task:

Themes:
 
As Marketing Manager, you have been asked by the Senior Management Team (SMT) to create a 3-year marketing plan that will support the organisation to meet its objectives for growth or sustain its current market position.

Theme 1: Market Penetration:

The SMT has asked you to take responsibility for delivering a strategic marketing plan with the objective of creating growth or sustaining existing revenue through more effective market penetration. 
You are expected to begin with an in-depth audit of the organisation, which should critically evaluate the current situation. Following on from this, and using the outcomes of the audit, you are to prepare a strategic marketing plan, with the aim of achieving the objective for your chosen organisation. 
Finally, you are required to justify the content of your plan in the context of your organisation’s goals, its market sector and current situation, and relevant theoretical frameworks and concepts.

Theme 2: Market Development:

The SMT has asked you to take responsibility for delivering a strategic marketing plan with the objective of creating growth or sustaining existing revenue through market development. 
You are expected to begin with an in-depth audit of the organisation, which should critically evaluate the current situation. Following on from this, and using the outcomes of the audit, you are to prepare a strategic marketing plan, with the aim of achieving the objective for your chosen organisation. 
Finally, you are required to justify the content of your plan in the context of your organisation’s goals, its market sector and current situation, and relevant theoretical frameworks and concepts.
 
Theme 3: Product/Service Development:
 
The SMT has asked you to take responsibility for delivering a strategic marketing plan with the objective of creating growth or sustaining existing revenue through product/service development. 
You are expected to begin with an in-depth audit of the organisation, which should critically evaluate the current situation. Following on from this, and using the outcomes of the audit, you are to prepare a strategic marketing plan, with the aim of achieving the objective for your chosen organisation. 
Finally, you are required to justify the content of your plan in the context of your organisation’s goals, its market sector and current situation, and relevant theoretical frameworks and concepts.
 
Theme 4: Diversification:
The SMT has asked you to take responsibility for delivering a strategic marketing plan with the objective of creating growth or sustaining existing revenue through diversification. 
You are expected to begin with an in-depth audit of the organisation, which should critically evaluate the current situation. Following on from this, and using the outcomes of the audit, you are to prepare a strategic marketing plan, with the aim of achieving the objective for your chosen organisation. 
Finally, you are required to justify the content of your plan in the context of your organisation’s goals, its market sector and current situation, and relevant theoretical frameworks and concepts.
 
Task 1 – Marketing Plan:
 
Situation Analysis, Planning, Implementation and Control :

In line with the theme you have selected for this assignment, you are required to carry out the following.

(a) Provide a background to your chosen organisation, including: 
• organisation name 
• organisation information – to include the type of organisation, size of an organisation, range of products and services, customer base and main competitors 
• stakeholders – summary of the organisation’s key internal and external stakeholders 
• key customer segment – an overview of the selected key customer segment for your plan 
• the theme is chosen and a rationale for choice.

Marketing Plan:

For your own organisation or an organisation of your choice, you have been asked to produce a 3-year marketing plan that will lead to improved growth. Your marketing plan could follow a planning framework of your choice; however, it should cover the following elements, and should be written to meet the requirements of the chosen theme:

(b) a strategic audit of where the organisation is now, using relevant models and frameworks to audit the current situation 

(C) the marketing objectives which the organisation wants to achieve 
 
(d) the strategic options to achieve these goals (including segmentation, targeting and positioning), and a supporting tactical mix 
 
(e) details of how the organisation will implement the chosen strategy 

(f) metrics the organisation will use to monitor performance and measure success. 
 
Task 2 – Justification Report:

Situation Analysis, Planning, Implementation and Control – Content Justification
 
In line with the theme you have selected for this assignment, and applying academic theory to justify your answer in each case, you are required to carry out the following.

(a) Identify the key issues from the audit that have shaped the content of your marketing plan. Link each issue to the section(s) of the plan where it has the most impact. 
 
(b) Justify your choice of strategy, referring to the organisation’s objectives, segmentation, targeting and positioning policy, as well as theoretical models. 
 
(c) Justify the content of your tactical marketing mix (online and offline) in terms of achieving the chosen strategy. 
 
(d) Create a Gantt Chart that will identify the budget and resources necessary to implement your plan, explaining your breakdown of the budget over time. 

(e) Justify your choice of measurement tools for determining the success of the marketing plan and explain how the results from this would inform a continuous improvement plan. 

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