12 May SELECT AND APPLY A RANGE OF TOOLS AND TECHNIQUES IN MARKETING MANAGEMENT WITH DUE REGARD TO THEIR BENEFITS AND LIMITATIONS
You are to identify an established service organisation which has been existing in the business world since the past 10 years and develop a marketing plan for it. The organisation intends to enter into a new market due to their successes in their current markets over the past several years. Plans for further expansion are hence currently being considered. You are required to identify a prospective market and develop a report on the prospectiveness of the market and the marketing plan to be implemented by the company.
You will conduct background research (secondary research – journal articles, industry magazines, websites, news reports) into the product area, the chosen market, conduct a PESTEL analysis and outline major elements of the environmental analysis.
You will be required to understand the potential consumer market to identify a target market (through the segmentation process) and develop a strategy to connect and communicate your product to the target group in the new market.
You are also required to explain how e-marketing will be used in the successful implementation of the marketing plan, which marketing channels will be used and the integrated marketing communication strategy.
The Plan should include the following sections:
Fall 2013
V1
• • • • • – – – – • •
Executive Summary Marketing objectives Target Market PESTEL analysis Marketing strategies
7Ps
Designing the E marketing strategy
Designing the marketing channel
Designing the integrated marketing communication
Detailed action plan
Evaluation and recommendations
1. Critically discuss the relevance of theories of consumer and buyer behaviour to different marketing situations.
2. Select and apply a range of tools and techniques in marketing management with due regard to their benefits and limitations
Evaluate the changing nature of marketing, particularly the role of e-marketing, and assess the contribution of these changes to marketing practice.
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