Marketing Plan to Gain and Sustain Competitive Advantage in the UK for an International company

Coursework Title: Marketing Plan to Gain and Sustain Competitive Advantage in the UK for an International company

Coursework Aim: The objective of this assignment is to allow students to demonstrate understanding of the main concepts related to marketing theory and models, specifically inviting them to undertake marketing analysis and preparation of a marketing plan in a practical context.

1. Explain the theoretical concepts related to market analysis, and planning.
2. Identify and evaluate (through research and market place understanding) the influence of internal and external forces on how to sustain competitive advantage.
3. Identify and evaluate elements of a marketing plan that align with the organisation’s principal business objectives.
4. Draw upon academic theory, and integrate this theory within the practical context.

You are required to write a marketing plan for an existing international company of your choice for the launch of a new product or service in the UK (this can be based on your interests/related to your degree programme). You will be responsible for developing the idea for this new product, on which this marketing plan will be based. It is VITAL that all recommendationsin the marketing plan are related back (with the use of supporting RGU Harvard referencing) to the relevant underpinning theories addressed in lecturesto show your understanding of the concepts being addressed. Extensive referencing will be required to provide a credible piece of work.

The quality / viability of the new product itself is not the focus of this work it is HOW the marketing of it should be conducted.

• A brief outline of the company and a brief overview of the new product/service being proposed;
• Detailed analysis of the market which the product/service will be launched into; size, trends, PEST(LE), buyer behaviour and competitor analysis. The findings of which should be summarised in a SWOT analyses (along with any additional factors identified).

• For the new product/service propose no more than 3 marketing objectives for the first year, each of which should fulfill SMART criteria;
• Identify the target audience,specifying the segmentation variables used;
• Propose a targeting strategy;
• Justify the positioning of the new product/service (USP).

• Provide recommendations on the product, price, place, promotion elements of the marketing mix for the new product/service for the launch and any other of the service (extended marketingmarketing mix) related to your venture.

• Propose a detailed evaluation, implementation & control plan for the first year, noting critical KPIs for measurement.

• Ensure cohesion of the document overall;
• ALL sections must be underpinned by relevant academic theories/discussion;
• Ensure a detailed and informative executive summary is provided.