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Marketing Management

The Assignment
A start-up company has decided to launch a new fashion product and have asked you to advice on this proposed launch by developing a

one-year marketing plan which should include a detailed launch marketing communications plan.
In particular you should consider:
– The marketing environment
– The objectives
– The STP strategy
– The promotional launch

You should therefore prepare the marketing plan which covers the following topics:
Section 1: The marketing environment audit
You should:
– Explain the role of the marketing environment audit
– Advise on undertaking the full audit for the macro (external) environment by explaining the topics that should be researched by

the company and why these subjects are important
– Identify 3 (three) key contemporary trends or changes in the external environment and show how they will impact the company
– Undertake an audit of the competition (using Porter’s Five Forces analysis)
– Highlight the major opportunities and weaknesses facing the company
Section 2: The marketing plan
As a minimum, you should include:
– 3-4 clear, SMART objectives for duration of the marketing plan
– Make justified recommendations for the segmentation, targeting and positioning (STP) strategy, including a positioning map
– Plan a particularly detailed and justified marketing promotional strategy for the launch should be provided, including key

messages and creative concepts aligned to the target market(s) as well a a range of digital marketing communications activities.
In the report it is important that, throughout the report, you include:
• An explanation of and use of marketing theory including processes, marketing models and techniques (and their limitations)
• An application of marketing principles to the chosen company
• Reference to reading
• Report style of presentation
Recommended reading
 Baines, P., Fill, C. and Page, K. (2014) Marketing. 3rd edition. Oxford, Oxford University Press
 Brassington, F. and Pettitt, S. (2012) Essentials of marketing, 3rd edition. Harlow, Pearson.
 Blythe, J. (2012) Essentials of marketing. 5th edition. Harlow, Prentice Hall.
 Blythe, J. (2013) Principles and practice of marketing. 3rd edition. Sage Publications.
 Blythe J. and Megicks P. (2010) Marketing Planning: Strategy, Environment and Context, 1/E Pearson, London
 Dibb, S., Simkin, L. Pride, W. and Ferrell, O.C. (2012) Marketing concepts and strategies. 6th
edition. Boston, Cengage.
 Egan, J. (2011) Relationship marketing: exploring relational strategies in marketing. 4th edition. Harlow, FT/Prentice Hall
 Fill, C. (2011) Essentials of marketing communications. Harlow, FT Prentice Hall
 Fill, C. (2013) Marketing communications: brands, experiences and participation. 6th edition. Harlow, Pearson.
 Jobber and Ellis-Chadwick (2012) Principles and Practice of Marketing McGraw-Hill Higher Education
 Keegan, W.J. & Green, M.C. (2013) Global Marketing Prentice Hall
 Kotler, P. and Keller, K. (2015) A Framework for Marketing Management, Global Edition, (6th edition) Pearson, London
 Kotler, P, Armstrong, G; Harris, L and Piercy, N.; (2013) Principles of Marketing (6th edition) 6th European edition. Harlow,

Pearson.
 McDonald, M. (2011) Marketing plans: how to prepare then, how to use them. 7th edition.
Chichester, John Wiley.
 Pelsmacker, P. Geuens, M and Van der Bergh, J. (2010), Marketing Communications: A European Perspective, 4th Edition, London,

FT/ Prentice Hall
 Smith, P. and Zook, Z. (2011) Marketing communications: integrating offline and online with social media. 5th edition. London,

Kogan Page
 Todd Mooradian, T; Matzler, L; Ring, L. (2011) Strategic Marketing: Pearson New International Edition Pearson, London
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