Marketing Management:
The brief
1- The offering: choose just one product or service from your chosen
organization .
2- The organization: it could be an SME ,a multinational, or a charity.
3- Academic scholarship: your marketing plan should be based on marketing
literature and academic articles. Webpages like Wikipedia are not allowed. You
should use relevant models, frameworks, and theories.
4- Word count: 3,000 (+/- 10%); marketing plans that exceed the word count
stipulated may receive reduced marks.
Further guidance
• All your analyses must be in the main body
• Appendices should add value or detail to the discussion and analyses undertaken in
the main body.
• Using bullet points in the main body and putting the detailed analyses in the
appendices is unacceptable and could fail.
• The inclusion of appendices should not be viewed as an opportunity to include
anything that is outside the word count.
Report structure!
Company: Tesla
Product: Solar Roof Tiles
1- Background (150 words)
Include relevant details about your chosen organization. In your background, include
the following information :
•How long has it been operating?
•Countries in which it is already operating.
•Its range of products and/or services.
•Which product or service is the marketing plan about?
2- Strategic planning (900 words)
Present the following analyses:
• An analysis of the external environment (PESTLE)
• An analysis of the competitive environment (Porter’s Five Forces)
• SWOT analysis.
3- Marketing objectives (100 words)
• List 2-3 objectives to guide the organization’s marketing activities concerning your
offering
• The objectives must be SMART (i.e., Specific, Measurable, Achievable, Realistic
and Time-Bound)
4- Segmentation, Targeting, and Positioning framework (STP) (600 words)
Provide a strategy using the STP framework:
• Segmentation: segment the market into smaller segments using bases for
segmentation
• Targeting: what will be your target market? Define it (i.e., what group of customers
will you focus on?). What will your targeting strategy be?
• Positioning: what will be the positioning strategy for your offering?
5- Marketing mix strategies (600 words)
• Product: introduce your product (name and description) and analyses its layers
using the Product Anatomy
• Place: which channels of distribution will be used? Will you use intermediaries? If
so, which ones? Will you utilise an Omni or multi-channel?
• Price: Which pricing strategies will be used? Explain the company’s current pricing
strategies as part of your answers. Then, consider whether you will use a different
pricing strategy. If so, why?
6- Marketing Comms Plan (400 words)
This section has two parts:
Part 1: Prepare a brief for your communication agency (the template is in the
assignment brief)
Part 2: Will you use traditional or digital media? Or a combination of both?
7- Implementation and Control (250 words)
Develop a concise plan explaining how you will implement and control your
marketing plan:
• How will you measure success?
• What will be your control measures?
