Coursework : Marketing Plan (2250 words)

This assignment is made up of a written Marketing Plan and must demonstrate the debate of
module concepts and theories.
The intended learning outcomes will be summatively assessed as follows:

The intended learning outcomes are that on completion of this module the student should be
able to:

1. To be able to debate module concepts and theories

2. To use the theory to conduct competently the analysis of contemporary marketing issues
cognitive and critical learning outcomes
3. To be able to compare and contrast different theoretical frameworks in order to address
practical business matters
4. To be able to develop independent lines of argument supported by evidence
5. To apply critical thinking in using theoretical knowledge and student’s own ideas
Transferable skills
6. Team-working skills and personal communication
7. Utilising modern technologies and electronic resources to obtain and analyse relevant
data

Marketing Plan:
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 plane covering a period of one year. The purpose of a
coursework 2 is to clearly exhibit what steps or actions have been taken to achieve the plan
goals. For example, a marketing plan might have a strategy to increase the organisation's
market share by ten percent. The plan would then outline the goals that need to be achieved in
order to reach a ten percent increase in market share.
Requirement

Individual Marketing Plan

The final assignment for this module, you are required to write a Marketing Plan assessing the
current marketing strategies of an existing company in F&F Clothing of Tesco PLC UK
S- Situational analysis (assessing the current situation)
O- Objectives (You will have to make assumptions and only need to develop 2 SMART
objectives)
S – Strategy (assessing the current strategies)
T – Tactics (assessing the current tactics)
A – Action (You can either investigate what the company is currently doing or make suggestions
via further reading)
C- Control (You can either investigate what the company is currently doing or make suggestions
via further reading)
Evaluate ONE company from the list on Moodle, your marketing plan should be UK
focused. This plan should identify the ways the company is generating value for stakeholders in
the UK.
The marketing plan should follow the SOSTAC model.
Students are required to present their answer in the format explained below and be able to
apply the learning from this module within the outline. In order to present a well-constructed
debate paper outline you must carry out a thorough evaluation.

Please follow the struture below:

Executive summary (not count)
Introduction- intro in to the marketing plan
Situational analysis - Macro and micro environment. With key models (TOWS, PESTEL, value
chain, PLC etc.) and concepts applied. We need to see a critical discussion. Students can use
tables but a critical discussion of the most important elements which directly Influence the
objectives, strategy and implementation must be critically discussed. This can be a paragraph
under tables such as PESTEL or TOWS/porters five forces.
STP- segmentation, targeting and positioning. Students can use additional concepts here such
as brand personality, perceptual map, USP to help them explain "positioning".
Objectives- 2 smart objectives which should derive from a) existing objectives they may have
found on a company's website (they must turn these into SMART objectives) or b) the objectives
can derive from all of the situational analysis they have done, therefore they can develop their
own smart objectives. These should be statements.
Each objective will have its own strategy and implementation.
Strategy - they are expected to apply strategic frameworks here! Such as Ansoff matrix, brand
extension, line extension etc...
Strategy for objective 1
Strategy for objective 2
Implementation - this relates to putting the strategy into action (step by step)
The 7p’s - You may have discussed a number of P’s (e.g. place, price and promotion) as part of
the strategy and Implementation section. If you have done this please do not repeat the same
P’s again. Only discuss the remaining P’s that were not discussed.
As stated each objective has its own Strategy. Therefore the implementation section goes into
critical explanation and justification of the step by step action of each strategy.
Control – BOTH objectives need to have metrics. A company needs to keep track of their
objectives.
Conclusion