Reference no: EM133748083 , Length: word count:3500

Marketing Management and Research Methods

Marketing Plan

Part 1: Strategic Analysis Report

Introduction

Aim

To revolutionise the urban and remote areas mobility by delivering innovative, eco friendly, and highly quality bikes in the global market.

Objective

To develop and launch a range of eco-friendly bikes.

To promote sustainable transportation and active lifestyles.

Assessment Details: Marketing Plan:
Focus on the implementation aspect of the marketing plan. Your group will refine the recommendations from Assessment 2 and propose comprehensive marketing
strategies for the business/organisation

Structure of the Report
Your written report should cover the following aspects of the marketing plan:
Positioning Strategy - Propose a clear positioning strategy:
Determine the position of the business in the market.
Differentiate the value delivered to the target market from competitors.
Include a Positioning Map: Refer to the example provided in the lecture (Week 5: Segmentation, Targeting, and Positioning).

Marketing Objectives - Specify the Marketing Goal:
Objectives should follow the SMART model (Specific, Measurable, Attainable, Relevant, and Timebound).
Include a SMART Model Based Infographic: Refer to the example provided.

Marketing Mix Programmes - Suggest a Marketing Mix (4Ps):
Detail strategies to promote and sell the product/services to the target market.
Include a Marketing Mix Diagram/Infographic: Refer to the example provided.

Projected Marketing Expenses - Outline the Cost Involved:
Include tables, graphs, or other data visualization tools to show marketing expenses.

Evaluation and Controls - Analyse Metrics:
Quantitative and qualitative metrics associated with the marketing plan.
Suggest control measures to evaluate performance.

Action Programmes - Present a Detailed Plan:
Outline how major marketing tasks will be managed and implemented, specifying time, actor, and action.
Include an Action Plan Chart: Refer to the example provided.

Collateral Material - Suggest Creative and Effective Marketing Collateral:
Examples: Social media post content, advertising content, newsletter, mission statement.

Suggested Structure: Written Report (3,500 words)
Cover page
Title of the report
Group members' names and ids
Course title and code
Instructor's name
Date of submission
Executive summary
Brief overview of the marketing plan
Key findings and recommendations
Table of contents
List of sections and page numbers
Introduction
Background of the business/organisation
Purpose and scope of the marketing plan
Positioning strategy
Proposed positioning strategy
Differentiation from competitors
Positioning map (include a visual)
Marketing objectives
Specific marketing goals
Smart objectives
Smart model infographic
Marketing mix programmes
Product
Price
Place
Promotion
Marketing mix diagram/infographic
Projected marketing expenses
Detailed cost breakdown
Table/graph of marketing expenses
Evaluation and controls
Quantitative and qualitative metrics
Control measures
Examples of performance metrics
Action programmes
Detailed action plan
Time, actor, and action

Action plan chart
Collateral material
Suggested marketing collateral
Examples: social media content, advertising, newsletters, mission statement
Conclusion

Summary of key points
Final recommendations

References

List of all sources cited in the report

Appendices
Additional charts, diagrams, or supporting documents

Suggested Contents: Presentation (15 minutes)

Slide 1: title slide
Title of the presentation
Group members' names
Course title and code
Slide 2: Introduction
Brief background of the business/organisation
Purpose of the marketing plan
Slide 3: Executive summary
Key findings and recommendations
Slide 4: Positioning strategy
Proposed positioning strategy
Differentiation from competitors
Positioning map (visual)
Slide 5: Marketing objectives
Specific marketing goals
Smart objectives
Smart model infographic
Slide 6: Marketing mix programmes
Overview of the 4ps (product, price, place, promotion)
Marketing mix diagram/infographic
Slide 7: Projected marketing expenses
Detailed cost breakdown
Table/graph of marketing expenses
Slide 8: Evaluation and controls

Metrics for evaluation
Control measures
Slide 9: Action programmes
Detailed action plan
Action plan chart
Slide 10: Collateral material
Examples of suggested marketing collateral
Visuals of social media posts, advertising, newsletters, mission statement

Slide 11: Conclusion
Summary of key points
Final recommendations