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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