A marketing plan is an essential tool for any marketer, providing direction for a brand, product or organisation. A marketing plan describes the marketing environment, marketing objectives and marketing strategies. In Assessment 1, you, with others in your group, developed a situation analysis for a selected company culminating in a SWOT analysis. This is the current situation that the company is in from a marketing perspective. Assessment 1 also developed an established segmentation profile for each segment that might be targeted. On the basis of that analysis and the situation the company is therefore in and the established segmentation profile, you are required to individually reflect on how you would conclude that plan, relative to selected key issues from the SWOT by analysing it, on the basis of marketing objectives for that setting, deciding on which markets to target based on the segmentation analysis conducted as part of the external analysis, how to position the product/company, and an outlining overall approach to an appropriate new marketing mix. You need to illustrate the links between the various elements of the marketing plan during this reflection. You must incorporate academic literature to support / justify your discussion. Unsubstantiated statements will not provide credibility to your discussion
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