Marketing plan to launch a new drinks for Starbucks

Assignment for Marketing Management
The Content
You have just being promoted to the position as the Regional Marketing Manager of a
large multinational corporation involved in fast moving consumer products. You are based
in Malaysia with responsibility for the ASEAN region.
The Task
You are given the task to formulate a Marketing Plan to launch a new product initially in
Malaysia and then to the other countries within the ASEAN region and to present this
Marketing Plan to the Regional Marketing Director for Asia before implementation.
Your marketing plan will consist of FIVE key sections:
1. Executive Summary
2. Situation Arialysisl Marketing Audit)
3. Marketing Objectives
4. Marketing Strategies and Programs
5. Monitors and Controls
instructions for the Marketing Plan Report:
Your report (not exceeding 4000 words) should incorporate the following:
la) Executive Summary (5%)
200-300 words, not to be included in the word count.
lb) lntroduction(10%)
You should provide a concise overview of the profile of your company, market segment
and position in the market as well as the new product details to be launched.
(c) Main Body (65%)
You should identify suitable theories, frameworks, techniques or models to use in the
report when undertaking the crafting and formulation of the Marketing Plan with its
various key components to derive and support possible reasons that explain what, how
and why the said strategies were proposed and be organised under appropriate main and
sub-headings.
((1) Conclusion and Recommendations (10%)
Direct the end of your report to the Regional Marketing Director for Asia of your company
to convince him or her of your Marketing Plan to be implemented.

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