Micro and macro environmental issues
Principles of Marketing 2016-2017 ESSAY GUIDANCE
Develop a marketing plan for a brand or product of your choice that will be launching in 2017 in the United Kingdom. You are required to write a 1,250 word essay on the:
.Background of the brand or product
.Micro and macro environmental issues
.Components of a marketing plan
.Competitiveness of the chosen market
Marketing Plan should include:
Introduction
Background of the choice of the brand or product
Situation Analysis
SWOT, PESTEL and Competitors
Marketing Strategy
Segmentation Targeting and Positioning
Marketing Mix
Conclusion
INTRODUCTION
Give a brief outline of how you will deal with the topic and in what order
DEVELOP YOUR ESSAY
Selected a brand or product of your choice
Introduce the choice of the brand or product giving some background on it
Identifying the sector in which it operates
Make a SWOT analysis relating the Strengths and Weaknesses of the company to the Opportunities and Threats in the environment (SWOT), a Competitors analysis and a
PESTEL analysis. How is the brand or product of your choice turning Threats into Opportunities and overcoming Weaknesses with Strengths?
Segmentation Targeting and Positioning
Have you identified the companies market segmentation approaches? Is it demopraphic, psychographic, behaviour etc?
Have you described the target markets for their product(s)/brand(s)?
Why do you think this/these particular targets are so attractive for the company?
Have you identified the brand or product positioning statement?
Have you identified elements of the marketing mix as used in the brand or product
Did you identified the company’s marketing strategy?
Have you put your CONCLUSION
Have you summarised your essay highlighting your main findings?
Have you said why your conclusion is important to understanding the topic?
REFERENCES / BIBLIOGRAPHY
Have you used AT LEAST 5 sources?
Have you used in text referencing?
Have you listed all the books, websites and other material you have referred to within the essay?
Have you used the correct format Harvard referencing style
PLEASE NOTE:
You should try and clearly demonstrated an understanding of the principles of
Marketing e.g. the marketing concept and why it is important to the organisation.
BE CRITICAL AS YOU WRITE? IS THE ORGANISATIONS MARKETING APPROACH EFFECTIVE? HOW CAN IT BE IMPROVED?
-size 12
-space 1.5
-arial
-third person
-at least 8-9 references from articles, jOurnals, books with the same subject
-page numbers
-introduction
-Harvard references
-text and graphs