Individual Reflective Essay: A marketing plan is an essential tool for any marketer, providing direction for a brand, product or organization. A marke

Individual Reflective Essay: A marketing plan is an essential tool for any marketer, providing direction for a brand, product or organization. A marketing plan describes the marketing environment, marketing objectives and marketing strategies.

In Assignment 1, you with others in your group developed a situation analysis for a selected company culminating in a SWOT analysis. This is the current

situation that company is in from a marketing perspective. On the basis of that analysis and the situation the company is therefore in, you are required to

individually reflect on how you would conclude that plan relative to marketing objectives, target markets and positioning and an overall approach to an

appropriate marketing mix. You need to illustrate the links between the various elements of the marketing plan during this reflection. Additionally,

conclude by commenting on the role of the marketing plan in terms of how you see it will assist this company, and how it will be used both tactically and

strategically. You must incorporate academic literature to support/justify your discussion. Unsubstantiated statements will not provide credibility to your

discussion.

Assessment Criteria

Assessment Criteria Weighting
Introduction A clear description of the result of the situation analysis -the current situation of the company that you have analysed in Assignment 1 5

Marketing Objectives Based on the current situation of the company you have analysed in Assignment 1, clearly state the objectives for the forthcoming 12-

months
20

Target Market(s) and Positioning State which segment(s) you intend to target and what relevant demographic, psychographic and behavioral segmentation

approaches are needed. How will you position the product/service for the target market(s)?
30
Overall approach to an appropriate marketing mix On the basis of your knowledge to this point of the marketing mix elements, reflect on the overall

approach to the marketing mix. Outline some detail on the elements and tools you think would be best used 20
Links between Marketing
Plan Elements Clear discussion of the links and/or independence between the marketing plan elements in your plan.
10
Conclusion – Role of the
Marketing Plan
Clear discussion of how you see your marketing plan will assist the company. How should it be used both tactically and strategically by the company?
10