Marketing Plan for Launching a New Product in the UK

Situation Analysis

1.To gather and evaluate secondary data for the purpose of managing and planning marketing activities.

2.To apply appropriate analytical and planning models in evaluating an organisation’s situation.

3.To examine the planning and management of marketing activities in launching a new offering.

4.To evaluate the use of integrated marketing communications in building and communicating customer value.

5.To clearly communicate a proposed marketing plan for use by marketing managers.

The aim of the assignment is for you to produce a marketing plan showing how and why you would go about launching a new product, service or event for an organisation of your choice. The organisation is used only a basis to give you a reference point on which to base your marketing plan and you need to use an organisation that operates in the UK.

Your new product or service may be something completely new, or an adaptation of existing offerings. How you market it is more important than the idea itself.

It’s essential that you make full use of references and theory to support your marketing decisions.

Your marketing plan may follow the structure as outlined in the key texts. But you may adapt the structure to suit your individual plan. Make full use of headings, sub headings and bullet points to present your marketing plan in a business informal report format.

The Level 5 Generic Undergraduate Marking Criteria will be used. These are in the marketing programme handbook on portal.

In addition the following areas may be taken into consideration:

·An appropriate new product idea and organisation will be used to illustrate the student’s knowledge and understanding of the subject.

·The situation analysis will be relevant and succinct, with key points summarised in an appropriate format.

·Based on key relevant information and data the student will evaluate and justify the attractiveness of the market in which that the new product is being launched.

·The objectives will be written in a clear and SMART format.

·The target market, positioning and area of differentiation will be succinct and relevant with implicit links between these areas.

·The pricing and distribution recommendations will be fully justified based on relevant theory.

·The recommendations of the communications methods will be fully justified with relevant theory and models.

·The plan will be cohesive and consistent throughout.

·Appropriate theory, models and references will be applied throughout to support the recommendations.

E: Key Resources

Use the lecture and seminar material as guidance to the key areas to include.

Use the reading at the end of the relevant lectures.

You are expected to do your own research. The list below is only guidance and you may find more appropriate resources for your assignment.

F: Submission Guidance

·Students should submit work before 12 noon on the deadline date via the appropriate ‘Turnitin submission’ link on the Moodle module page. Please check your email confirmation to ensure you have submitted to the correct place.

·Assessments should be submitted in Microsoft Word (.doc and .docx), Microsoft PowerPoint (.ppt, .pptx. .pps and .ppsx), Excel (.xls and .xlsx) or PDF format (generated from the word-processing or presentation software you are using, not a scanned document. Do not upload Open Office documents (.odt, .odp).

·Do not upload documents directly from Google Drive and One Drive.

·The file must be no larger than 40MB.

Please refer to Help with Assignment Submission section on Moodle for further guidance on online submissions

G: Document Format

·The font size must be a minimum of point 12 Calibri (or equivalent).

·Line spacing in the body of the assessment must be 1.5 lines.

·Include the following details written on the first page:

Title of your work

Module title and code

Your student assessment number (J Number). Do not write your name or your student number.

Word count (Please note penalties for excess word count)

Module Leader and Seminar Tutor (if relevant)

·Number the pages consecutively.

H: Academic Integrity and Penalties

It is your responsibility to ensure that you are familiar with all of the information contained in this brief as failure to do this may impact on your achievement.

Please refer to the various Assessment Guidance below for detailed information on:

·Academic Integrity

·APA Reference Guide

·Excess Word Count Penalties

·University Generic Marking Criteria

·Late Work Penalties: Unless you have an extension, any work submitted past the assessment deadline will be subject to a penalty as per university regulations (5 marks per day deduction).

·Mitigating Circumstances: Please refer to the latest University guidance if for any legitimate reason you are unable to meet the assessment deadline.