lndividual Reflective Report- Marketing Planning: Marketing

Objectives,Target Market, Positioning and Marketing

Mix

Assessment Due date : 22th July,2014

Outcomes:

1. Apply marketing principlesto analyse problems and propose solutions;

2. Identify and explain the elements of a marketing plan;

3. Discuss strategic and marketing planning, and apply a strategic

frameworkto marketing issues and decisions, and

4. Effectively communicate marketing knowledge in a written context

Purpose and

Description

Amarketing plan is an essential tool for any marketer, providing direction for a brand, product or organization. A

marketing plan describesthe marketing environment, marketing objectives and marketing strategies.

In Assignment 1, you with others in

your group developed a situation analysisfor a selected company culminating in a SWOT analysis. This isthe current situation that company
is in frogn a marketing perspective. Assignment1 also provides you an established segmentation profile of each segment that might be
targete

On the basis ofthat analysis and the situation the company istherefore in and the established segmentation profile, you are

required to individually reflect on how you would conclude that plan relative to from selected key issues from the SWOT by analtysing it, on
the basis ofthat setting marketing objectives deciding on which marketsto target based on the segmentation analysis conducte as part of
the external analysis and howto position the product/company and an outlining overall approach to an appropriate marketing mix.

You

need to illustrate the links between the various elements ofthe marketing plan during this reflection. You must incorporate academic
literature to support /justify your discussion. Unsubstantiated statements will not provide credibilityto your discussion.

Assessment Length 2000 words

(excludes appendices and references)

AssessmentWeighting 30%

1. Assessment

Criteria.

lssues resulting from the Situation Analysis

Description: A clear description ofthe selected main issuesthat come out of

the situation analysis – the current situation ofthe companythat you have analysed in Assignment 1. Provide a concise justification for
identified issues as a basis ofthis report. Weighting: 5%

2. Marketing Objectives

Description: Based on the selected issues

regarding the current situation ofthe company you have analysed in Assignment 1 , clearly state up to three objectives forthe forthcoming
12 months using S.M.A.R.T goal setting criteria. Explain howthese goals link to the identified issues. Weighting: 20%

3. Target

Market(s) and Positioning

Description: State and justify which segment(s) you intend to target and how will you position the

product/service forthe target market(s)? Weighting: 20%

4. OverallApproach to an Appropriate Marketing Mix

Description: On the

basis of your knowledge to this point ofthe marketing mix elements, reflect on the overall approach to the marketing mix. Outline some
detail on the elements and tools you think would be best used and the links and/or independence between the marketing mix elements in your
plan. Weighting: 40%

5. Conclusion – Role ofthe Marketing Plan

Description: Clear discussion of how you seelyour marketing plan

will assist the company. How should it be use both tactically and strategically bythe company? Weighting: 10%

6. Report Format

Description: Suitable structure and headings Format (12pt font, 1.5 spacing, 2.5cm margins) In text citations and reference list (APA
Style)

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