Reference no: EM133871696 , Length: word count:4000

Assessment Brief - Marketing plan

Company - bubna advertising

Overview

In this assi gnment. you will prepare a complete strategic marketing plan for your chosen organisation (preferably a'igned with the organisation you chose in assessment 7). A marketing plan is a written document expressing the analysis and recommendations developed during the strategic planning process. The plan explains the situation analysis, states market Mg objectives specifies the target markets. recommends marketing strategy and marketing mix decisions, and addresses implementation and evaluation requirements. Table 5.1 provides an overall marketing plan structure (Tuten. 2023).

For this assignment, you must also independently establish a connection with the organisation. The plan must include a video of you and a relevant organisation representative reflecting on the plan. By relevant representative, we mean someone in a position to implement your plan (e g owner, head of marketing)

You may complete the plan individually, as a pair or in a group of three The purpose of the assignment Is to turn theory into practice; you
need to take what you learn In each week of the course and turn this into a sound strategic marketing plan for a real-life business or brand.

NOTE: We will tailor workshop activities in weeks 5.12 to assist you in developing your strategic marketing plan MstusS your *ottani with your tutor if you have any questions regarding the assignments. In par tic ular, we wi II run a strategic planning activity in week 6 using these planning tools.

Learning Outcome 1:  Examine the underlying philosophy of the marketing concept. Its role as a business function and its relationship with other business functions.

Learning Outcome 2: Analyse and forecast the marketing process from understanding the market. developing a strategy. and advocating tactics to achieve organisational objec tries.

Learning Outcome 3: Develop multiple management skills, Including critical thinking, ((perplex problem solving. and oral, written, and video
presentation skills to be successful in marketing and business.

Assessment Details
Based on the AMA's definition of marketing. Varadarajan (2012) defines marketing strategy as an organisations; integrated pattern of decisions that specify its crucial choices concerning markets to serve and market segments to target, marketing actions, and the allocation of marketing resources among markets, market segments and marketing actions toward the creation, communication and/or delivery of a product that offers value to customers in exchanges with the organization and thereby enable the organisation to achieve specific objectives" (pp.23). In short, marketing strategy closely relates to our day-to-day work as marketers This assignment guides you through a crucial aspect of the marketers' work: developing a strategic marketing plan.

An excellent place to start your strategic plan is with a value proposition as outlined In Figure 5_2 In the textbook (Tuten, 2023). As such, you should continue your assessment three based on the value proposition video you made In assessment two. As outlined In the textbook. the strategic planning process is based on seven steps (Tuten. 2023)
Conduct a situat en analysis.
Identify a strategic opportunity.
Determine the marketing objectives.
Describe the target market.
Formulate a marketing strategy.‘
Establish the implementation Oil,.
Determine evaluation and control parameters.
Regarding thefirst two steps of the process, Tuten (2023) offers several valuable frameworks you can use to analyse the situation and identity opportunities. You need to choose the frameworks (do not use all!) that most resonate with you and your chosen business/brand The frameworks are briefly outlined, so you must also do additional research. The analysis should lead to identifying new marketing opportunities that the business/brand could pursue. Get online assignment help in the USA!

In step three. you need to determine the marketing objectives you recommend that the bus' nessibrand focus on. These objectives must be new opportunities that the brand/business is not pursuing or underperforming. Objectives must be stated using SMART characteristics (Tuten, 2023).

For step four, you need to use what you learned in chapters 2 and 3 of the textbook and develop personas and consumer journeys to describe the target market (s).

in step five, you must determine the marketing mix decisions (7 P's) that will operationailse the overall marketing strategy. Here, you must focus on identifying changes to the marketing mix that the business/brand must consider addressing the new strategic marketing objectives you identified in step three. In step six, you then need to set up your action plan. This must include a table outlining the responsibilities, timeline and budget for each marketing mix element Finally, step seven needs to outline how you intend to measure your plan's performance and progress towards reaching the new objectives in step three.

Chapter five In the textbook (Tuten. 2023) gives an overview of what must be included in your strategic marketing plan. Please cover all the elements listed in Table 5.1, as they form the basis for assessing you in this assignment. In addition, your report must be professionally formatted and include video evidence of discussing the plan with the business/brand you have written it for.

A professionally formatted business report must have a cover page, executive summary, table of contents, introduction, report body with tables, figures. and illustrations, conclusion, and a reference list.

Groups and pairs only: You MUST include author bios at the start of your plan. The bios must clearly outline each individual's contri (Libor to the report.

Industry Relationship
You must collaborate and discuss your strategic marketing plan with the business/brand you have written it for. You also need to ensure you have access to someone in the business who can (potentially) Implement your plan. As such, you need to contact the business before you start working on your plan. Keep in touch with the business throughout the semester and meet with them regularly. In the end, record a maximum three-minute video where you discuss the plan with the business. The video must include contact details of the arson you talk with and their position within the business. See marking rubric for further details about what to focus on in your video.