Marketing Plan Report

Marketing Plan Report– 1,600 words

Assignment Description: In this assignment, you are required to conduct a focused analysis on specific elements of marketing theory and practice related to a Fast-Moving Consumer Goods (FMCG) product of your choice. And choose a county as a target market country for your chosen FMCG product

Tasks:

• SWOT or PESTLE Analysis (Choose one): Focus on the two most critical factors (one from each of Strengths/Weaknesses or Opportunities/Threats in SWOT; or two factors from PESTLE) that are most significant to your chosen product.
• STP Analysis: Identify the most relevant market segment for your product and provide a brief justification of your targeting strategy.
• Marketing Mix: Analyse one key element of the 4Ps (Product, Price, Place, or Promotion) that is crucial to the marketing strategy of your product.

Structure:

• Introduction (200 words): Introduce the product and your chosen analysis framework. A short introduction outlining what you intend to do in your report. A brief overview of the product, company, and industry trends could be included here, with references, but it should be short and to the point, not extensive or overly descriptive.
• Main Body (1200 words):

o             SWOT or PESTLE Analysis (400 words)

o             STP Analysis (400 words)

o             Marketing Mix Analysis (400 words)

• Conclusion (200 words): Summarise the key insights and their implications for the marketing strategy of the product. A clear, concise, and relevant conclusion to the product marketing analysis. Your conclusion should contain a summary of the key points that have emerged from the discussion and consideration of the effectiveness (or relevance) of the product marketing strategy.
• Presentation: Neat layout, and headings/sub-headings where appropriate. Clarity of expression (appropriate language, grammar, spelling, etc.). The length of the discussion should be 1,600 words excluding the cover page and reference/bibliography section. Word-count to be provided at the end of the submission. Pages should be numbered. Sections/subsections should have headings and numbers.

Guidelines:

• Ensure clarity of expression and adherence to academic standards of citation and referencing (Harvard style).
• You need to research, as carefully as possible, the business environment that the organisation that manufactures your product of choice is operating.
• You then need to analyse the current product marketing strategy of your product of choice.
• In addition to studying the specific product marketing strategy, you must use at least two academic journal articles to support your discussion. Academic articles do not have to focus specifically on that type of organisation/industry/product: you could, for example, look at the FMCG industry in general and refer to articles that might be talking about trends in FMCG. Historical trends in FMCG and changes in consumer behaviour could also be useful. Some research into other FMCG companies who provide similar products might as well be relevant, what segments they target, how they position their product, consumer behavior, and especially online developments, digital marketing strategies. You need to read around the topic and identify two (minimum) articles that help build your analysis of the marketing strategy for your product of choice.
• Your analysis must be balanced and supported by marketing literature
• You must demonstrate and specifically apply (!) your marketing knowledge to your marketing analysis of your product of choice.
• Each element should link clearly to each other. E.g. it should be apparent to the reader how your 4Ps analysis link to the STP and how they link to the SWOT and PESTLE.
• No more than 40% of references may be from the Internet.

MARKETING MANAGEMENT FOR GLOBAL ENTERPRISE