Word limit:
5000 words (excludes Exec Summary, Appendices and References)
Marketing
Plans commence with a thorough current Situational Analysis.
A marketing
situation analysis presents data on the target market, product, distribution,
competition and the macro environment. It is synthesized to identify the major
strengths, weaknesses, opportunities and threats (SWOT) facing the company /
product line and to highlight emerging issues.
Groups of
four (or as indicated by your lecturer) are formed by mutual agreement with
teaching staff (See Group Work section 15).The group is to undertake a
Situational Analysis of a company selected from the following list:
Singapore
Airlines Commonwealth Bank
Toyota Shangri-La
Hotel
Coles Amazon.com
Starbucks Optus
It is
appropriate to narrow analysis to a product line if multiple products exist
Word limit:
2500 words (excludes Exec Summary, Appendices and References)
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.
You are
required to prepare an essay that explores the nature and characteristics of
the marketing plan tool.
You must
incorporate academic literature to support/justify your discussion.
Unsubstantiated statements will not provide credibility to your discussion.
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