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Marketing Plan Essay

3545 words - 14 pages

BA (HONS) BUSINESS MANAGEMENTASSESSMENT COVER SHEET / FEEDBACK FORM
Student ID:

119109591

Student Name:

YONG PEY GEEY

Module Name:

Principles of Marketing

Module Code:

UGB 112

Centre/ College:

SEGi College, Subang Jaya

Due Date:

30 Nov 2012

Hand in Date:

30 NOV 2012

Assessment Title: The Business Marketing Plan for a Premium Product.

Learning Outcomes Assessed:

- Knowledge and understanding of different areas to prepare a good marketing plan

Learning Outcomes Assessed:

Feedback relating learning outcomes assessed and assessment criteria given to students:

Contents

Assessment

Marks:

Submission 1:

20%

Introduction:

12%

· Executive summary

· Company summary

Product and Services

20%

· Products and Service Description

· Competitive Comparison

· Supply and Demand Analysis

· Technology Needs

Market Analysis

20%

· Target Market

· Industry Analysis

Strategy and Implementation

20%

· Marketing strategy

· Sales strategy

Web Plan

12%

· Strategy and requirements

Conclusions

12%

· Summary of the marketing plan

· Recommendations

This coursework must have a Cover Sheet, Table of Contents and Page Numbers, Proper Headings/Titles for each part answered, list of references (Use of Harvard Referencing System)

4%

Total

100%

Areas for Commendation:

Area for Improvement:

General Comments:

Assessors Signature:

Overall Mark (Subject to ratification by the assessment board)

Moderators Signature:

Students Signature: (You must sign this declaring that it is all your own work and all sources of information have been referenced)

Content
Title

Page number

Executive Summary
1.1 Objectives

5

1.2 Vision and Mission

5

Company Summary
2.1 Background

5

2.2 Company Locations and Facilities

6

Products and Services
3.1 Product Description

6

3.2 Competitive Comparison

6-7

3.3 Supply and demand details

7-8

3.4 Technology needs

8

Market Analysis
4.1 Target Market
4.1.1 Target Market Segment Strategy

9

4.1.2 Market Needs

9

4.1.3 Market Trends

9-10

4.1.4 Market Growth

10

4.2 Industry Analysis
4.2.1 Industry Participants/ Key Players

10

4.2.2 Main Competitors/ Competitive Analysis

10-11

5.0 Strategy and Implementation Summary
5.1 Marketing Strategy

11-13

5.2 Pricing Strategy

13

5.3 Promotion Strategy

13

5.4 Distribution Patterns

13-14

5.5 Marketing Programs

14

5.6 Sales Strategy

14

5.7 Sales Forecast

14

5.8 Sales Programs

15

6.0 Web Plan Summary
6.1 Website Marketing Strategy

15

6.2 Development Requirements

15

Conclusion
Summary of the Marketing Plan

16

Recommendations

16

References

17-18

Executive summary1.1 ObjectivesThe company that I selected is Starbucks Coffee Company. The company's objective is...

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