Marketing Plan for an Existing Company - Coursework 2

Purpose of Coursework 2

A marketing plan is a business document written for the purpose of explaining the current market  position  of  a  business  and its marketing  strategy  for  the  period  covered  by  the marketing plan. Marketing plans usually cover a period of one to five years. The assessment will require all students to write an individual marketing plan covering a period of one year.

 

The purpose of a coursework 2 is to clearly exhibit the steps or actions that have been taken to achieve the planned goals. For example, a marketing plan might have a strategy to increase  the  organization's  market  share  by  ten  percent.The  plan  would then  outline  the strategy and steps that need to be achieved in order to reach a ten percent increase in market share. 
 
Marketing Plan for an existing company in your chosen subject area.   
 
As the final assignment for this module, you are required to write a Marketing Plan assessing the Current marketing strategies of an existing company in your subject area from the list below. You should evaluate one company of your choice; however every individual’s brand selection has to differ and assess this company in Singapore.

You will be evaluating: 

S- Situational analysis (assessing the current macro and micro environment)

 
O-  Objectives  (two Smart objectives).These  objectives  will  derive  from  the  twos analysis/company website etc. 

S – Strategy (assessing the current strategies & recommend new strategies which relate to the 2 smart objectives)

T – Tactics (assessing the current & recommend new tactics in relation to the strategies)

A – Action (Please use a Gantt chart to help explain the actions as part of the tactical plans) Inclusive of Marketing Budget

C-  Control  (You  can  either  investigate  what  the  company  is  currently  doing  or  make suggestions via further reading.) 
 
Executive summary – limit to one page providing complete converge of each section of your plan. The reader should be able to have a basic understanding of all aspects of your plan. The summary assists the reader in understanding your plan.

Contents page – it includes all sections and sub-sections, it should also include the list of figures and tables Introduction – intro in to the marketing plan.
 
Main body of Work – it should contain the following stages

 
Your work should be word processed in accordance with the following: 

• Font style, Arial or Times New Roman, font size 12 

• 1.5 line spacing. 

• The page orientation should be ‘portrait’ 

• Margins on both sides of the page should be no less than 2.5 cm 

• Pages should be numbered 

• Your name [should/should not - delete as required] appear on the script. 

• Your student number should be included on every page. 

Skills Advice Refer to your material provided in your skills modules to make sure that you have conformed to academic conventions. Pay particular attention to: 

• Your introduction

• Your conclusion

• The use of headings and/or signpost words

• Paragraph structure