MKT5006

Course Project(Weightage: 30%)

Assignment’s Purpose

To encourage students to work in a team and propose a marketing plan which is suitable for a product or service. This includes the process of adapting the marketing mix to the environment and applying profitable strategies.

Instructions

You are required to work as a team (4 members max. in a team). By conducting desk research, you need to select a company that you wish to market. Afterwards, using the marketing mix, you need to analyze the current environment and decide on the marketing plan based on the analysis of that environment. You can refer to the below example of marketing plan elements for the design of your assignment. Or, you can develop your own outline for the marketing plan as long as you cover the key components.

Your marketing plan document should be about maximum 15 pages in length (excluding references and appendices).

Latest Date for Submission: 27/11/2020

Marketing Plan Outline (For your reference)

1. Executive Summary

(in 1 page, write a summary for the market, opportunity, product, pricing, distribution, and promotional programs including your expected results).

1. Introduction

• Situation Analysis

1. Market Analysis
   Segmentation approach
   2.  Segment Potential
2. Analysis of Current and Potential Competitors
3. Environmental Analysis(For the country where you intend to sell your product)
   Political/ Legal
4. Economic
   2. Social
   3.  Technology

III.   Marketing Plan

1. Description of the market opportunity (based on section II analysis).
   Need Analysis.
   2.  Discussion of market targeting.
2. Description of product concept.

1. Product Strategy
2. Description of product
3. Features and Benefits
4. Competitive positioning of product
5. Estimated Costs

1. Pricing Strategy
2. Basic Price Strategy

• Pricing methods

2. Competitor issues

1. Distribution Strategy
2. Channels used to distribute the product
3. Criteria for channel selection
4. Costs
5. Competitor issues

1. Marketing Communication and Promotional Strategy
2. Overall promotional objectives
3. Advertising and social media marketing
4. Personal Selling

• Sales programs
• Incentives
• Sales support

4. Sales Promotions
5. Program Costs
6. Competitor issues

1. Financials
2. Sales Volume Forecast
3. Marketing and Service Provision costs
4. Estimated Income.

1. Conclusion

REFERENCES

Format:

1. Font type – Times New Roman, Size 12.
2. Spacing – 1.5 Spacing
3. Table of Content and Page number must be included
4. Include Cover Page with names and students ID for all group members

Reminders:

Plagiarism

• Plagiarism is a serious offence.
• Plagiarism include the following behaviours (but not limited to):
  • copy another student’s work,
  • fail to properly cite other people’s work or give proper credit to the original source,
  • hire or ask another individual to complete the assignment for you,
  • copy too many words or ideas from one or two sources, that makes up a significant portion of your work, even with proper citation.
• The lecturer has the rights not to accept submission of plagiarized or duplicated work of more than 20%.

Group work

• Each group member must actively participate in the completion of the assignment. Free-riding is unethical and extremely unfair to fellow group members.
• Each group member is expected to keep the contact numbers and e-mail addresses of the other members of the group.
• The group leader has the responsibility to ensure that all group members play a part in the completion of the assignment. The group leader is also responsible to ensure that all members’ names are written on the final submission.
• It is the responsibility of each group member to ensure that the final submission is complete and of the acceptable standard. Should any errors or omission occurred in the final submission, each group member is held accountable for negligence – in other words, failure to perform their responsibilities as expected.