Develop the implementation plan with the focus on communication mix for the successful implementation of the marketing plan.

Assessment guidance

For the organisation you used in CW1 you will develop a Marketing plan that contributes towards achieving strategic organisational objectives. The Marketing plan should make use of various strategy models and discuss the implementation and evaluation of marketing frameworks and tools. In your Marketing plan you should show that it:

Supports the organisational objectives.

Demonstrates understanding of the stakeholder needs

Is in line with the marketing objective(s)

Shows consideration of external and internal environment – identified in CW1.

Section 1: Introduction, Audit & Objectives

Introduce the organisation, products/services and main market(s) using the CW1 information. Outline the scope of the report. Discuss the SMART marketing objectives for the organisation to demonstrate how these objectives will sustain/improve the success of the organisation and how they meet the stakeholders’ expectations.

Section 2: Strategies for Growth

Application of the strategic models (e.g. BCG matrix, the Ansoff Matrix / Porter’s Generic Strategies etc.) will enable you to identify areas of risk and growth within the organisation and possible strategic directions. 7 Sensitivity: Internal

Section 3: The Marketing Mix

This is your opportunity to explore the 4Ps, or 7Ps, as you currently see them. You can suggest changes to any or all of the components, if these would help to achieve the objectives you have set in Section 1. Remember that the marketing objectives should be in line with the chosen marketing strategy, so refer to the targeting of the company, as well as its positioning, to support your arguments.

Section 4: Communications and marketing tactics

Explore the communications mix and how this is already used and make suggestions for future marketing planning. You will discuss the importance of marketing analysis and make recommendations for further communications.

Section 5: Implementation and evaluation

• • Develop the implementation plan with the focus on communication mix for the successful implementation of the marketing plan.
• • Develop an evaluation to measure the successful implementation of marketing plan framework based on the identification of KPIs and methods.

The report needs to be well-presented and well-structured, with good vocabulary and grammar. Citing sources of concepts/theories/models is essential. When you first introduce them, you should also briefly explain their purpose and meaning – this can be done via the citation of an academic source (a book or a journal article, or a report). All citations should feature at the end of your work as a List of references.