MKT243 DHD 2018

GROUP PROJECT (WRITTEN REPORT) (20%)

Task description:
The final project is a strategic marketing plan for a new business idea. This group
project gives you an opportunity to test and advance your ability to understand and
analyze marketing situations, identify an opportunity, design a marketing strategy and
implementation plan. It requires a good grasp of marketing concepts, strong decision-
making and team-work skills.
Task direction:
Imagine that you are a senior marketing manager for one of the following companies:

 H&M
 Ramly Burger
 Nike
 Yeo’s

Each team has to identify an existing opportunity (an unfulfilled need, perhaps) in the
market and propose a new or modification of an existing product/ service that the
chosen company can offer to enhance its business. Each of the team must address the
new product/ service idea and design strategy with related tactics for launching it.

Format:
1.0 Introduction
Before starting on your written plan, you should think about the following questions:
1. What is the product or service you are selling?
2. What are the benefits and values that you can offer to the target consume?
3. What need does the above market have for your product or service?
4. What is the basic message that you would like to send to this market in regards to
your product?
After answering the above questions you will ready to start on your marketing plan.
1.0 Segmentation
1. Who is your target market?
2. What is the segmentation base that you apply?
3. Strategies for Selecting Targeting Markets (Undifferentiated Targeting/
Concentrated Targeting/ Multisegment Targeting) either one
2.0 Product
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1. Significance of the product to consumer and market

2. Type of consumer product (convenience/ shopping/specialty/unsought) either
one
3. Specification of the product
4. Benefits and function
5. Warranty period
6. Picture of the products.
7. Labeling
8. Positioning strategy
9. Trademark
3.0 Place
1. Type of Marketing Channel (Direct channel/ retailer channel/ Wholesaler channel/
agent/broker channel) more than one accepted

2. Levels of distribution intensity (intensive/selective/exclusive) either one

4.0 Promotion
1. Types of promotion tools apply. Promotion Strategies (advertising/ public
relations/sales promotion/personal selling) more than one accepted
2. What is the appeal and execution of massage that you apply
3. Sample of printed advertisement and a copy of cd that contain tv advertisement/
radio advertisement
5.0 Pricing
1. Pricing objective. Significant of pricing objective to the product
2. Factor that influence your company in choosing the pricing objective.
3. Tactic of setting the price

6.0 Conclusion and recommendation

1. Limitation
2. Learning experience
3. Expected growth of the product in future
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Report Plan:
a. Front Page
b. Table of Content
c. Executive Summary
d. Acknowledgement
e. Introduction/background
f. Body of Reports (The 4 P’s – Product, Price, Place and
Promotion)
g. Conclusion and Recommendation
Report Format:

 Font: 12
 Font style: Times New Romans or Arial
 1.5 line spacing
 Justify alignment
 Not less than 5 pages not more than 15 pages

Important notes:

 The written plan for your final project is due few days before your presentations,
this is to allow you to incorporate any feedback you receive for you "pitch"
following your in-class presentation.

 The final project should be a maximum of 15 pages, including any charts, graphs,
and figures.

 A teamwork mark will be given for the team assignment deliverables (during
presentation)-refer rubrics

 Team project mark may be reduced substantially more if there is evidence that
any particular member of the group have not contributed to the team project, and
zero participation in the team project will result in a zero mark of the project.