The marketing plan is to be presented as a complete document including: The situational analysis, Marketing objectives, strategies and implementation plans. The final submission will comprise one Executive Summary, one introduction and one conclusion that cover the entire marketing plan (including material from all components). In formulating your complete marketing plan report provide the following: An executive summary which highlights the key features (main findings and recommendations) of the report (NB: not an introduction). Highlight the major issues or findings linked to any recommendations to ensure both the problems and opportunities at the core of the plan are addressed. Structural components such as: A Table of Contents, Table of Figures & Tables, Reference List, Appendices (where appropriate) referenced according to APA referencing requirements (See the APA Guide provided in Moodle). An introduction which provides the aim and structure of the complete plan. A corrected situation analysis (assessment 2 incorporating feedback) A product (or brand or company) lifecycle analysis (PLC). A BCG matrix showing product position relative to competition. While the BCG matrix is usually for SBU portfolio analysis, in this case conduct an analysis of your company product(s) or brand(s). An Ansoff analysis A set of at least 3 principal marketing objectives (based on your strategic analysis of the enterprise’s position from the outcomes of the PLC, the BCG and the Ansoff analysis and considering the enterprise’s corporate mission and objectives (where these have been identified). Develop a brand positioning strategy. Discuss whether you will develop a brand identity for an individual product or product portfolio or whether you will use family umbrella branding strategy. Develop a brand positioning map. Develop a minimum of 4 strategies based on your objectives. Each strategy should identify a target market segment and a customised marketing mix for that segment. Develop a framework of marketing metrics for your strategies – determine how you will measure success of your strategies and control the outcomes to ensure you reach your objectives. A conclusion Reference List Include (attach) the signed (original) letter from senior management as required. Any appendices. Presentation In weeks 11 and/or 12 of the term, students are required to present a 15 minute overview of their marketing plan in a professional seminar delivery. This may include delivery to Faculty, Students and Industry partners where appropriate. Further information will be provided in Week 4 in Moodle once student numbers and times/dates have been finalised. Assessment Due Date Week 12 Friday (6 Oct 2017) 9:00 pm AEST The report will be submitted by Friday of week 12; the presentation will be held during the week at a time to be advised Return Date to Students Exam Week Friday (20 Oct 2017) Weighting 50% Assessment Criteria Assessment 3 criteria—Marketing Plan + Presentation Criteria & maximum marks allocated per section Executive Summary – covering the entire document (20 marks) Introduction – overview, report aim, structure and scope – Product Lifecycle analysis (or brand life cycle) (10 marks) BCG matrix & Ansoff analysis (10 marks) 3 main marketing objectives (as a minimum) based on the PLC, BCG and Ansoff analysis. (15 marks) Branding strategy and brand positioning map (10 marks) Selection of target market and development of at least 4 strategies based on the objectives and considering the marketing mix. (15 marks) Develop a framework of marketing metrics for your strategies. (10 marks) Conclusion – Report structure & Referencing – professional report layout including title page, executive summary, use of appropriate headings and sub headings, Table of contents, etc. (10 marks) Letter of authorisation P- Included F – Not included Total Grade for Marketing Plan Report /100 Reduced to a Grade out of 30. Presentation Criteria Professionalism and Presentation skills: Presentation was engaging, well presented, excellent voice clarity, pace, fluency, pronunciation, vocabulary, sentence structure, and grammar . (40 marks) Content: Material was engaging, used appropriate graphics and illustrations, provided clear, achievable marketing plan overview for the enterprise (60 marks) Total Grade for Presentation /100 Reduced to a Grade out of 20.
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