You are required for the assignment for this part of the module to produce a marketing plan, for the next twelve months, either for the division/branch/dept. where you work or using a case study as agreed with your Module Tutor (referred to here as Organisation A). The plan will be based on you undertaking the following actions: An analysis of the market for your division/branch/section or Organisation A. Identification of segments and an appropriate target market segment for the division/branch/section or Organisation A. An appropriate marketing objective for the next twelve months of operation. A tactical plan using the marketing mix to the target segment identified. The plan should also outline how you will improve the customer service experience throughout the year. 1. Marketing analysis: -Use of appropriate tools to analyse the market – PEST, SPICC, SWOT. -Research into the market using secondary data sources (e.g. Keynote, Mintel). Marketing Segment: -Identification of total market size. -Identification of an appropriate market segment (quantified). -Use of segmentation criteria. 2. Marketing objective: Objective should be SMART. 3. Tactical plan using the marketing mix to include individual plans for the following: Product; Price; Promotion; Place; People; Processes; Physical Evidence; Customer service.
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