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You are the newly appointed marketing manager of an independent retail company of your choice, in United Kingdom. You have discovered the main challenge you face is to implement a branding and positioning strategy to increase their revenue generation and 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 and the retail establishment should be located in the United Kingdom, which will be the base for all of your decisions.
? You must agree the organization of your choice with your tutor, and you will be expected to inform your tutor of any variation from your original choice. 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, branding and positioning and other marketing strategies. You need to explain the rationale for taking a specific branding and positioning strategy. Also you are required to show 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. Also if necessary depending on the organization’s objectives and strategy you may wish to carry out primary research (If you are conducting primary research make sure you complete an ethical compliance form prior to conducting any primary research). Note extra marks will be awarded for extra effort and initiative.
? You are also expected to demonstrate your knowledge of how theory can be utlised in practice i.e. all stages of a marketing plan
? The presentation and structure of the marketing plan must have a professional outlook.
? The contents of the marketing plan will be explained during class. All the extra research evidence should be included in the Appendix.
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