DESCRIPTION The assessment task will help you achieve the following learning outcomes: • Identify, analyse and critically evaluate relevant internal and external market information from a strategic orientation to focus the development of a marketing strategy; • Develop an integrated marketing strategy based on logical arguments and well-reasoned justification; • Devise integrated implementation, evaluation and control procedures for a marketing plan; • Conduct rigorous secondary and primary research to provide depth and breadth in the analysis and evaluation of information for the marketing plan; • Work creatively to devise a marketing plan that delivers a competitive advantage; and • Demonstrate effective communication skills and the ability to work with others in a professional manner. You are now required to prepare a marketing plan to present to senior management. Follow the Step-by-Step Marketing Planning System in Chapter 14 of the text. Further details to assist you with developing and writing the marketing plan will be discussed in early Sessions. The assessment criteria will be discussed in Session One. In each session, we will discuss key issues that you should be considering for your marketing plan. You are strongly recommended to start work on the plan from Session One and after each Session add relevant information to the plan. Do: Do: • Present the marketing plan in report format with subheadings and paragraphs following the structure outlined above. • Use tables, diagrams and further analysis of data to clarify, illustrate and supplement analysis and support your recommendations. • Use page numbers, double or 1½ spacing for ease of reading and feedback. • Use citations from original sources when they are used, using an accepted format such as APA. If sources have not been acknowledge, they will be considered as plagiarised. • [A citation looks like this: Albaum, Strandsov and Duerr (1994) have described the sales response function…]. The reference to the above citation is as follows: • Albaum, G.A., Strandskov, J., Duerr, E., Dowd, L. (1994), International Marketing and Export Management, New York: Addison-Wesley • Proof read your report thoroughly, for grammatical and spelling errors.