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For this module, you are required to write a 2,200 words marketing plan on an organisation of your own choice Executive Summary: Based on your work, make a brief statement for each one of the following topics: current marketing situation, marketing environment, objectives, marketing-corporate strategy link, segmentation, positioning, product/brand strategy A. Current marketing situation. 1) Clarify the combination of the offered, namely: a. geographic coverage and boundaries and be as specific space-wise as possible, including, if possible, an assessment of the number of target buyers; b. brands used; c. products (offerings) with main product/offerings features; d. technology/technologies underpinning the product/offering (if applicable) 2) Discuss competitors and expand on what these competitors are better at; this may perhaps include brands and/or technologies, something else you consider relevant to your own case. 3) Clarify buyer behaviour and what aspects from the above they prefer. Overall, in your way of expressing yourselves, you should aim to provide a comparison between your own focus value proposition, buyer preferences and competitor value propositions including why you think so. B. Marketing environment: Focus on developments regarding macro and micro environment. Do not report if no changes are expected. C. Objectives: How ‘objectives’ are defined is explained in your main textbook (again best to use bullet points) D. Marketing-corporate strategy link: Bullet points. 1) Clarify corporate strategies in terms of portfolios for brands, products. technologies, target segments. 2) Then, position marketing strategies against corporate strategies. Try to use one to one direct linkages (again best to use bullet points). E. Segmentation: Be specific and aim to present a way to segment the buyers which satisfies the criteria for an ‘effective’ segmentation. Use bullet points F. Positioning: Positioning is usually against competition. G. Product/brand strategy: 1) Explain the types of products/offerings in ways that makes the reader understand and link to competitors’ products; 2) Describe the selected brand image in terms of its personality/what it conveys; 3) Describe any selected logos; 4) Explain any selected packaging (if applicable); 5) Critically discuss any other relevant aspects


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