Practical task of preparing a realistic marketing plan

Assignment Help Marketing Management

Reference no: EM134042337 , Length: Word Count:1500

Marketing Management

Assignment Process

This assignment is designed to help you learn marketing management through the practical task of preparing a realistic marketing plan.

Product/Service Selection specifically for International Students

Choose a subsidiary of a South or Southeast Asia Asian business. Please select a product from one of the following companies:

Parent company Home country
State Bank of India (SBI) India
PRAN-RFL Group Bangladesh
AirAsia X Malaysia
Jollibee Foods Corporation Philippines
Grab Holdings Singapore
SCG (Siam Cement Group) Thailand
Softlogic Holdings PLC Sri Lanka
United Tractors (Astra International) Thailand
FPT Corporation Vietnam
Student's Own Selection Any South Asia or Southeast Asia firm

Assignment Steps and Structure

Once your group has selected a company, follow these steps and structure your report accordingly. Be certain to choose a product and a company that you are aware of, one that has been established in your country and that you may wish you work for after you graduate.

Name of the company and the SPECIFIC product or service - Chose one product and be specific and clear.
Introduction - Describe the key benefits offered by the product or service. Please be sure to point out how these can be used by an international student.

Competitor Analysis - If possible, identify two main competitors and present a Positioning Grid. Relevant competitor assessment can support this analysis.

Target Market - Clearly identify how and why the product/service is going to be used by the target market.

Segmentation Analysis - Justify your target market choice using relevant segmentation variables. Consider relevant demographic shifts in the market when evaluating the target market.

Positioning Statement - Develop and clearly state a correct positioning statement.

Product Analysis - Explain the core, actual, and augmented aspects of the product, including its features, functions, and benefits. For services, address aspects of tangibility, production, and consumption.

Pricing Policy - Describe the pricing method used and any potential pricing variations available to customers.

Promotion Policy - Detail the integrated marketing communications mix, including, if possible, at least two media types in addition to social media.

Distribution Policy - Explain how the product or service will be made available and delivered to customers.

Ensure your report: Applies marketing models and theories taught at Holmes Institute and Includes at least ten theories taught in this unit. These must be properly referenced including lecture number, and slide number. To meet established Holmes Institute references from the curriculum must be used.

Include no more than three (3) external references correctly cited using Holmes Institute Adapted Harvard Referencing.

Assessment

is submitted as one complete Word document, including the official cover page, report, appendix (with contribution details per member), and reference list.

Reference no: EM134042337

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