RBP020L061A: Strategic Marketing - Report Plan - Product/Service Description - Management Assignment Help

Assignment Task:

Task:

Instructions for assessment
The mode of assessment: A written report on the design of a marketing strategy and implementation plan for a new or improved product or a service of your choice underpinned by academic and professional literature.
 What % of marks (if any) are awarded for presentation of work and referencing: 10%
 Word limit:3500 max excluding references and appendices
Your final report should include the following sections

Part 1: Introduction and Product/Service Description (10%)A brief description of the new or improved product or service that is the focus of your report. Agree your choice with your tutor by week 2.

Part 2: A Critical Analysis of the Market Context (20%)
Include a brief analysis of the market:
 Key market trends (e.g. growth trends)
 Who are the key competitors and how are they positioned?
 Summarise the current customer attitudes/behaviours in this market
 Identify the main issues / opportunities you think are relevant including social and/or ethical issues (if relevant)

Part 3: Segmentation, Targeting and Positioning (STP) (20%)
 What base(s) of segmentation you have used and why?
 Include size, geo-demographic, psychographic etc.
 Summarise the profile and persona of your target market and, if not a completely new product, how is the target market different from the segment(s) targeted in the past?
 Include a statement that identifies why your target market should buy your improved product or service– i.e. what benefits it now offers and what problems it solves?

Part 4: Your Recommended Extended Marketing Mix (given your analysis above) (30%)
Traditional marketing mix elements:
 Product (include, for example branding and packaging and service quality)
 Pricing Strategy
 Promotional Strategy including Digital Media
 Channel or Distribution Strategy Services marketing mix elements (where appropriate):
 Process
 Physical evidence (e.g. including essential and peripheral evidence, servicescape etc.)
 People (including role of customer in the value creation process as well as employees and/or relationship marketing challenges)

Part 5 A discussion of Implementation Issues (10%)
This section should discuss issues related to implementation such as co-ordination between different departments and the role of internal marketing, as well as resources and capabilities required to implement your chosen marketing strategy.

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