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You are being hired as a marketing consultant by an independent retail or voluntary organization of your choice, in United Kingdom. They need to increase their revenue generation and position their organization within the industry to gain competitive advantage. You have been asked to produce a detailed marketing plan for one-year plan together with an outline plan for the following three years.
• For the purposes of this assignment, your head office should be located in the United Kingdom, which will be the base for all of your decisions.
• You will also need to demonstrate an understanding of all the aspects of marketing planning. You should therefore include credible SMART corporate and marketing objectives, clear segmentation, targeting and positioning and other marketing strategies. The revenue projections and recommendation on marketing activities using marketing mix (extended marketing mix for services organization) in the form of a Gantt chart. This can also be used to show the financial implications by way of stating clear revenue projections and costs of individual proposed marketing activities.
You are required to carry out necessary secondary research.
• You are also expected to demonstrate your knowledge of how theory can be utilized in practice i.e. all stages of a marketing plan
• The report should cover the following sections:
Heading Suggested Word Count
1 Executive Summary
Does this provide a good summary of the report and encourage further reading? 100
2 Introduction
This should set the scene for the reader. Clear & succinct, it lays out what is to come, and could make reference to your own research findings. (Do not include the description and information of the organization here. But make sure they are included in the Appendices for tutors). 150
3 Situation Analysis
Quality and relevance of audit (internal & external)
Clear headings and only relevant information is needed here. Remember the PESTEL factors, Porter’s five forces industry analysis and the SWOT analysis. 750
4 Aims and Objectives
Both corporate and marketing objectives must meet SMART criteria. These should be listed and clearly identified, and linked to the controls. 500
5 Appropriateness of segmentation, targeting and positioning and targeting.
Your segmentation of the market needs to be explained and justified. State clearly the sequence in which you are targeting your chosen segments, and explain why. 550
6 Implementation
The 4P or 7P framework is a good starting point. What specifically are you going to do in terms of promotion, price, distribution & product?
These should be used to achieve the objectives that you have set earlier.
All the marketing activities schedule should be included in a Gantt chart with the anticipated costs. 1150
7 Contingencies and Controls
Effective controls in place. (Link to your objectives.)
A financial plan is included. (Give details as an appendix.)
Response to competitors and external threats. 300
8 Appendices
Background of the firm
Any research evidence
Reference list
Other appendices
Overall Content
Presentation & structure of the report
• Use Times Roman pt 12, with 1½ or double spacing.
• Pages MUST be numbered.
• Headings and sub-headings should be clear and visible.
• Reference your work throughout, using the Harvard system.
• Spell- and grammar-check carefully.
• The text should flow smoothly, with each section leading naturally and logically to the next.
Total Words 3500
So, you should write about one eastern restaurant in the UK (Arabic or Turkish).
I failed in this course and here the feedback from the tutor:
Marking criteria for reviewing the article Comments
Presentation and professional outlook of the marketing plan 5%
Corporate and Marketing Objectives (SMART) 5% I categorically told the class not to write what SMART stands for, but to write objectives that meet the criteria. Then you have failed to apply. 2%
Marketing Audit (External and Internal Audit) 20%
Strategic options and choices (Need to provide justification for the recommended strategies) 20% You need to use the Ansoff Matrix and develop your strategies clearly. There is no point writing the list of segmentation variables, if you don’t apply them to identify the target market. You clear do not understand positioning. 4%
Marketing Mix (Need to provide detail information on marketing activities and expected outcomes) 35% You need to have clear positioning strategy in order to implement marketing mix. 10%
Monitoring and Evaluation (Need to be specific on measuring marketing performances 5% Once again you need to discuss these clearly linking to the objectives. 2%
Resources (Schedule and Budget – Detailed Gantt chart must be provide)
5% The chart is ok. You are going to spend £125,500 on marketing activities over a year (which year is not clear). This is a small business. If they spend that much money, thanks to you, they will not have a business soon and they will go bankrupt. Think! 2%
Contingency planning You have reserved £6000?
Clarity of arguments with justifications Very poor. It is so difficult to understand.
Background reading and research
5%
You have used few references by means of cut and paste. No attempt has made to get to know the subject at all. 1%
Referencing using “Harvard system Should be consistent.
Overall evaluation of the marketing plan
Other Merits/Concerns Before you re-submit, you must read all the relevant chapters and understand the all the theories and concepts. Then read the assignment brief. Collect all the information. That means research. You need to look at local statistics, Mintel reports etc. Then plan the assignment. Structure according to the guidelines and make sure that the marketing plan has a formal report structure and it looks professional. You have to really focus and work hard.
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