Introduction: Marketing issues identified in assignment 1

Introduction: Marketing issues identified in assignment 1
Description: Based on the current situation of the company that you analysed in
Assignment 1, select and prioritise the issues that the company should address in its
new 12-month term marketing plan.
Marketing Objectives
Description: Based on the selected issues regarding the current situation of the company
you have analysed in Assignment 1, clearly state up to three objectives for the
forthcoming 12 months using S.M.A.R.T goal-setting criteria. Explain how these goals
link to the identified issues.
Segmentation, Target Market(s), and Positioning
Description: State and justify which segment(s) you intend to target and how will you
position the product/service for the target market(s)?
Appropriate Marketing Mix
Description: On the basis of your knowledge to this point of the marketing mix elements,
reflect on the overall approach to the marketing mix. Outline the elements and tools that
would be best used and the links and/or independence between the marketing mix
elements in your plan.
Conclusion – Role of the Marketing Plan
Description: Clear discussion of how you see your marketing plan will assist the
company. How should it be used both tactically and strategically by the company?
Report Format
Description: Suitable structure and headings
Format (12pt font, 1.5 spacing, and 2.5cm margin)
In text citations and reference list (APA Style)
Writing – clear, easy to read
Language – spelling, grammar, punctuation
Required length – 3,000 words
Section of report
Introduction:
Issues resulting
from the Situation
Analysis
Excellent outline and
description of the
main marketing
issues of the
company. It
elaborates a strongly
convincing argument
for the urgent need
for the company to
prioritise the selected
issues in their new
marketing plan.
Marketing
Objectives
The selected
marketing objectives
clearly address the
main issues that
were discussed in the
previous section.
Excellent use of
marketing theory to
justify the selected
objectives. The
objectives are clearly
worded and meet all
the standards of the
S.M.A.R.T setting
criteria.
Segmentation,
Target Market(s)
and Positioning
Successfully and with
good insight states
which segments are
recommended as
target market(s)
using relevant
demographic,
psychographic and
behavioural
segmentation bases.
It elaborates a
persuasive argument
to link the proposed
marketing objectives
to the selected target
market(s) and to
justify why these
market segments
should be targeted.
Positioning strategy
is consistent with the
marketing objectives
and the selected
target markets.
Positioning strategy
is accurate and
follows a logical
rationale.
Appropriate
marketing mix
Strategy
Excellent reflection of
the overall approach
to the marketing mix.
It advances insightful
and novel solutions
to address the
marketing issues and
marketing objectives.
It draws on marketing
theory to convincingly
justify the relevance
of the proposed
strategies. The
marketing strategies
are clearly described
and are consistent
with the rest of the
elements of the
marketing plan and
there are no evident
flaws in the
marketing plan.
Conclusion: Role of
the new Marketing
Plan
The conclusion
brings unity to the
report and advances
a convincing
argument to justify
the relevance of the
new marketing
strategies and their
consistency with the
marketing objectives.
Excellent use of
theory and logic
thinking to justify why
the proposed
strategies will solve
the marketing issues
and will improve the
company’s overall
performance. Deep
and creative analysis
provided in all
instances. The
conclusion draws the
report into a fully
constructive analysis.
Report Format The report is very
well structured.
Information is very
well organised and
sequenced to convey
the intended meaning
to the reader allowing
ease of reading.
Titles/subtitles
chosen enhance the
report’s consistency
and accuracy.