MARK344 Marketing Plan Assessment Worksheet
Assignment Detail:-
- Number of Words: 6000
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Part 1: Executive Summary
Required to do: Provide the FULL Executive summary
PART 2a: STRATEGY IDENTIFICATION and ANALYSIS
Required to do: Please review your strategic position in comparison to your MAIN competitor (Max 2 pages).
| Show your company/brands’ market share and that of the competitors and label what type of competitor they are and what type of the 5 generic competitive strategies they are using e.g., customer intimacy etc. | Place the pie chart here and label their market shares, type of competitor and generic strategy.
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| Identify your key target market and show the appropriate positioning maps from Part a
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| Identify and justify your strategies going forward for the next year based on what type of competitor you are e.g., defender, follower.
How do you think will you gain or defend your market-share in terms of value delivered for your customer versus your main competitor?
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| Identify and provide evidence of how important sustainability is for your customers and market.
Discuss your company/brands’ sustainability strategy or if they need one in relation to your target market’s expectations now and in the future (max 200 words)
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| Identify and provide evidence of how important innovation is for your customers and market.
Discuss your company/brands’ innovation strategy or if they need one in relation to your target market’s expectations now and in the future (max 200 words)
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PART 3: MARKETING GOALS AND OBJECTIVES (worth 20 marks)
Part 3a: Please review your marketing activities in comparison to your MAIN competitor (10 marks)
| For your company | For your competitor |
| What do you think are our current marketing goals and objectives?
| What do you think their current marketing goals and objectives?
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| Answer:
| Answer: |
| How are our current marketing strategies performing in terms of communication (e.g., awareness and preference, brand image, attitude etc) objectives? | How are their current marketing strategies performing in terms of communication (e.g., awareness and preference, brand image, attitude etc) objectives?
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| Answer:
| Answer: |
| Is our strategy flawed? Was the strategy poorly implemented? | Is their strategy flawed? Was the strategy poorly implemented? |
| Answer:
| Answer: |
| How does our current marketing compare to other firms in the industry? | How does their current marketing compare to other firms in the industry? |
| Answer: | Answer:
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| Are our marketing goals and objectives consistent with recent changes in the marketing or customer environments? Why or why not?
| Are their marketing goals and objectives consistent with recent changes in the marketing or customer environments? Why or why not?
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| Summary statement (100 words max). Are you happy with what is happening in terms of your marketing efforts
| Summary statement (100 words max) What do you think of their marketing efforts overall?
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Part 3 B: Your Marketing Goals and Objectives – Your recommendations must be justified by EVIDENCE – not just your opinion (10 marks).
| Marketing Goal 1 (for Target Market 1):
| Your answer |
| Objective A1
Specific and measurable outcome:
Justification:
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| Objective A2
Specific and measurable outcome:
Justification:
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| Sustainability Objective A3 (if relevant) Objective
Specific and measurable outcome:
Justification:
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| Innovation Objective A4 (if relevant) Objective
Specific and measurable outcome:
Justification:
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| Marketing Goal 2 (for Target Market 1):
| Your answer |
| Objective A1
Specific and measurable outcome:
Justification:
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| Objective A2
Specific and measurable outcome:
Justification:
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| Sustainability Objective A3 (if relevant)
Specific and measurable outcome:
Justification:
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| Innovation Objective A4 (if relevant) Objective
Specific and measurable outcome:
Justification: |
PART 2c: Justification of your strategy to your CEO (worth 20 marks)
| As you are the CMO (Chief Marketing Officer) for the company you have used for your Marketing Plan, your CEO wants to know how you have developed your marketing strategy and why you think it will work against your competitors. Also discuss how you have integrated CSR and innovation into your strategy (if relevant) (2 pages maximim)
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| References:
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