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Developing a Marketing Plan for a Brand in a Specific Country for 2021

Executive Summary

Please chose one brand in one country and prepare a marketing plan (a one year marketing plan for the year 2021).

Please note you must have access to reliable data (please check Mintel / Key Note / Statista before you choose the brand). You can use graphs, pictures, tables to help convey key information and must be written in report format).

Suggested structure:

Title page to include: Company / brand and country the marketing plan is for. Student  ID

Executive summary (this is 10% of the word count and should summarise the key findings / recommendations – it is NOT a description of what you will cover)

Contents page

Brief introductionto the company and explain which country the marketing plan applies to. (5% of the word count)

Market Analysis. (Where are we now?) (35% of the word count)

Market Analysis

1. Market data in relation to the size of the market and trends (use Mintel reports)

Segmentation approach – link to theory

Needs by segment
Segment size / trends

Competitor Analysis (optional Porter’s Five Forces)

Environmental Analysis



Summarise the key drivers affecting the chosen brand

Marketing Plan(45% of the word count)

To do well in this section you need to apply creativity and justify your rational for future marketing activities noting any challenges and how you will overcome them (simply describing what the brand has done before will be a fail – this section is about the future, 2021 and therefore we would like to see originality based on wider reading and original thought – justify and critique your rationale)

Application of Ansoff Matrix to establish the best growth strategy.

Discussion of market potential – which segment – size / potential sales.

Description of the market opportunity (linked to findings above)

(Where do we want to be? – SMART objectives)

(How will we get there? How you implement and blend the marketing mix)

(Did we get there / are we getting there? – Measures the effectiveness your plan – hence all objectives need to be SMART)

Product Strategy

Description of  product

Objectives for product (SMART) (Sales / market share / brand awareness etc)

Features and Benefits

Product Quality Strategy

Product Service Strategy

Competitive positioning of product

Pricing Strategy

Price Strategy – define the objective (SMART)

Justify which one (s) you will use and why (rather than explain them all)

Competitor issues (discuss how you will overcome the issues)

Distribution (Place) Strategy – define the objective (SMART)

Channels used to distribute the product.

Dealers, retailers etc. (use data if available)

Channel co-marketing and relationships

Competitor issues (discuss how you will overcome the issues)

Integrated Marketing Communication (Promotion) Strategy

Overall promotional objectives (SMART)

Advertising (trade / end consumer)

Personal Selling

Sales programs


Sales support

Sales Promotions

Digital Marketing

Program Costs / Timescale (how much you will spend on what (a total budget figure with % for the various elements will suffice – and when will it take place). This can be tabulated. However, it needs to be realistic and justified.

(Some students may wish to use the 7P’s especially for serviced based brands)

Social Marketing – critically discuss how the brand compares to the competition and make   recommendations for improvements.

Evaluation and Control – discuss in this section how the above plan will be measured

Recommendations – (5% of the word count)

Reference list (APA 7th style – 24 academic references or more) [please note in text references are required through out to support your work).

Key Marking criteria will include:

  • Quality of critical evaluation
  • Structure / presentation
  • Referencing / reading
  • Critical Analysis and application of appropriate marketing processes and frameworks
  • Overall Quality of marketing plan and creativity

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