Group Written Marketing Plan

In addition to presenting the marketing plan to the class each student is required to submit a written
marketing plan for the product which has been completed by the group. The marketing plan is a
consolidation of the weekly class exercises that have been undertaken during the semester.

Your report should contain a one page executive summary on a separate page up front. This should
state what you were doing and why and the major findings. It is designed to allow busy executives to be
able to have a good understanding of the major issues without reading the whole report. Your
marketing plan should also include an introduction that introduces the purpose of the plan and how you
are going to go about addressing it. Following that you should have a section that outlines the
situational analysis and consumer profile. Other sections that should be included are Target Market and
each of the four Ps (product) or seven Ps (service) and an evaluation plan. The exact make up will be
dependent on the unique circumstances of each case. Make sure each report has a conclusion that
discusses the recommendations coming out of the report. A sample template is attached to this subject
guide.

Written submissions should be approximately 3,000 – 3,500 words in length, professionally presented,
with supporting visuals including diagrams, sketches, photos and other relevant illustrations. The
assessment is to be uploaded to the Turnitin section on the Moodle.

Marketing plan template

Executive Summary

Introduction

Situational Analysis

Macro Environment

Micro Environment

Internal Environment

Objectives

Market Segmentation

Geographic Segmentation

Demographic Segmentation

Psychographic Segmentation

Behavioural Segmentation

Target Market Profile

Consumer insights and target market profile

Positioning Strategy
Product

Branding

Product Range

Packaging

Product life cycle

Price

Promotion

Advertising

Public Relations

Sales Promotion

Personal Selling

eMarketing

Distribution

Implementation

Schedule of events

Chart that shows when promotional activity will be undertaken refer to pg 533 in textbook

Evaluation

Metrics

What is to be What data will be Frequency Responsibility

measured? used?

Conclusion

References

Appendix

Market Research Brief

Grade
High Distinction 85% – 100%
Distinction 75% – 84%
Credit 65% – 74%
Marking criteria
 In-text referencing is always complete, accurate
and applied in a cohesive manner.
 Work is always referenced correctly in the
Harvard style.
 Report is concise, well planned and is free from
any major spelling or grammatical errors.
 Writing shows an exceptional level of depth and
breadth of creative and relevant marketing
strategies and application of theory.
 Shows a sophisticated level of logical
development and linkage of the recommended
marketing strategies (marketing mix) to the
research and planning components.
 Develops a very comprehensive and well
integrated implementation plan and marketing
metrics.
 Demonstrates an exceptional level of critical
thinking when developing segmentation, target
market profile and marketing objectives.
 In-text referencing is almost always complete,
accurate or applied appropriately.
 Work is almost always referenced correctly in
the Harvard style.
 Report is mostly concise, well planned and free
from any major spelling or grammatical errors.
 Writing shows a high level of depth and breadth
of creative and relevant marketing strategies
(marketing mix) and application of theory.
 Shows a high level of logical development and
linkage of the recommended marketing strategies
to the research and planning components.
 Develops a comprehensive and integrated
implementation plan and marketing metrics.
 Demonstrates a high level of critical thinking
when developing segmentation, target market
profile and marketing objectives.
 In-text referencing is mostly complete, accurate
or applied appropriately.
 Work is mostly referenced correctly in the
Harvard style.
  Report is well structured and mostly free from
any major spelling or grammatical errors.
 Writing shows depth and breadth of
recommended marketing strategies and
application of theory.
 Shows a good level of development and linkage
of the recommended marketing strategies
(marketing mix) to the research and planning
components.
 Develops a detailed and well integrated
implementation plan and marketing metrics
 Demonstrates some critical thinking when
developing segmentation, target market profile
and marketing objectives.
Pass 50% – 64%  In-text referencing is applied.
 Work is referenced in the Harvard style.
 Report is logically structured and shows mostly
correct grammar, spelling and sentence
structure.  Writing has clear evidence of sound
marketing strategies (marketing mix) and
application of theory.
 Shows a standard level of linkage of
recommended marketing strategies to the
research and planning components.
 Develops a standard implementation plan and
marketing metrics.
 Demonstrates a limited amount of critical
thinking when developing segmentation, target
market profile and marketing objectives.