MKT101 - Marketing Management - Marketing Assignment Help

Assignment Task

Unit Learning Outcomes

a) Demonstrate an understanding of the theoretical foundations of marketing management in the areas listed in the schedule of topics.

b) Demonstrate a critical appreciation of branding and product positioning strategies and the relevance of Internet marketing, social media and other elements of the marketing mix in product and service branding and positioning.

c) Understand the importance of marketing principles and key issues affecting the development of marketing strategies, including: the marketing environment; consumer behaviour; market segmentation; targeting; positioning; branding; pricing; distribution; and promotion.

d) Use their understanding of marketing theories and the principles of marketing research to demonstrate an ability to assess and critically evaluate an organisation’s strengths and weaknesses with respect to its marketing strategy for selected products/services in relevant target markets.

ASSESSMENT DESCRIPTION: Marketing Plan

This is an individual assignment and each student is required to write a Marketing plan for any Small or Medium business of their choice. And develop a marketing plan for a product or service for that business. The plan must include the following:

1.0 Executive Summary and Company Mission/ Vision Statement
2.0 Current Marketing Situation
2.1 Company/firm
[Background of the company operations and products and services.
2.2 Competitor Analysis
[Provide a brief introduction to this section. Using the table below, identify and analyze 5 main competitors of your chosen firm. 

3.0 Macro environment Analysis

Conduct macro environment analysis using the variables listed below. You can rely on government websites, industry reports, research papers, and corporate websites as the source of your information

Demographic Environment
3.1 Cultural Environment
3.2 Natural Environment
3.3 Economic Environment
3.4 Political Environment
3.5 Technological Environment 

4.0 SWOT Analysis

Using the information provided in the sections 2 and 3, list your chosen firm’s Strengths, Weaknesses, Opportunities or Threats (S.W.O.T) in the table below.]

5.0 Objectives and Issues

Indicate the short & long term goals of the firm and show how the firm can achieve them. The objectives cover sales, communication, profitability, and expansion of business Marketing Strategy

5.1 Segmentation, Targeting, Differentiation and Positioning (STDP) [Provide a brief definition of Segmentation, Targeting, Differentiation and Positioning and explain their role in marketing strategy development.

Segmentation

Identify and describe key market segments. Remember these include geographic, demographic, psychographic and behavioural – you can use them in combination. Give each segment a name as per the table].

Targeting

Indicate the category of people you selling to and why they would buy your products/services over others.

Differentiation

Show how your chosen business is unique in the market. What differentiates the firm’s product/service from that of the competitors in the market? What makes your business stand out from your competition? What product gap or service need does it fill for your customers?

Product Packaging

Explain your decision and describe the packaging. If you decide to change the current offering, ensure to justify why using your research.

6.2.2 Price Strategy

[In this section, you will need to decide if you will keep the current price strategy or change it to appeal to your target market. If you decide to change the current price, ensure to justify why using your research. Ensure to be specific in terms of what strategy you are using and the exact prices for each product mentioned.

6.2.3 Place Strategy

[In this section you will need to decide if you retain the current place strategy, or your adapt it. You will need to be specific about the types of marketing channels you recommend using to ensure your target market can access the product via the method they want.

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