Marketing Management Essay

1174 words - 5 pages

Marketing Management BSP022 Semester 1Marketing ManagementCOURSEWORK ASSIGNMENTOutline Marketing PlanAssignments to be conducted in groups of 4/5The motor industry is experiencing a significant increase in demand for alternatives to carbon fuel driven vehicles. According to media reports the uptake of low-carbon cars, has more than doubled in the last few years. Indeed, last year over 10,000 electric cars were sold in the UK.As the Marketing Team of one of those electric car manufacturers you have been asked by the Board of Directors to produce an outline marketing plan for 2015, which focuses on growth in the UK of your new electric car. This is a big responsibility for your team, and success could possibly open the door too much greater things within the company.The Task.Part AYou should devise a name for your company and model of car, which is going to be central to your marketing plan. You should then define the brand personality of your chosen vehicle.Word limit for this section 500 words.Marks awarded for this section 20%Part BYour marketing plan should include the following sections:Background of the companyYou will need to create a history of the company based on research of similar companies and design a company logo, along with a vision for the company.Marketing AuditYour marketing audit should just focus on the UK car market and provide a brief discussion of the key influences, which are shaping the markets for electronic vehicles. This section should include an external and internal auditSWOT AnalysisYour SWOT should link to the audit carried out in section 2 and aid you in your strategic planning. The findings should also inform your choice of marketing objectives.Marketing ObjectivesMarketing objectives is all about growth, and you should define using the SMART acronym. As part of the planning process you should set the marketing objective and you should ensure that they meet the SMART criteria. For this plan you need to set no more than One marketing objective based on market growth.Core StrategyIn this section you should determine the direction of your marketing plan, using appropriate models e.g. Ansoff.Marketing MixDiscuss each element of the marketing mix and explain the tactics your team will use to aim to put your chosen vehicle in the number 1 spot in the UK electric car marketing in 2016.You should remember to align your marketing mix with the brand statement you made in part a, and the target market you have chosen. Please note: you should pay special attention to the promotional element of the mix, as failure to communicate the right message to your audience might result in failure.This section should be no more than 3000 wordsMarks awarded for this section 70%Part C Reflective commentaryEach member of the team should write a short reflective commentary on what they have learnt from working together as a team. This commentary should focus on the positive aspects of team working. Each commentary should be no longer than...

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