Marketing Plan Report

Marketing plan report This report contain 2500 words excluding references and appendices. No less than 10 references from different resources such as books journals articles also can you put the citation in the report please. Can you please use articles from IBIS world, keynote and Mintel. Joe and Claire are starting a new fashion business based in Liverpool. Building on your initial research, they now need a detailed marketing plan to make sure their business will be successful. As an assumption take that they have £150,000 to start their business an additional £50,000 marketing budget for the first year. The marketing plan should look at the time period of 3 years (April 2016 – April 2019). My option is high-street shop in mass fashion (plus size women clothes) in Liverpool. Marketing plan Marketing plan is document that outlays a blueprint to business success. A good marketing plan should propose a mission and a clear and a set of marketing objectives that will be achieved within the plan timeframe. A good marketing plan should provide: (a) an extensive marketing audit with a focus on external environment (macroenvironment, market/industry trends, customer insight, competitive environment, SWOT etc.); (b) marketing strategy (STP, marketing mix) integrated marketing communications strategy; (c) a clear implementation plan (showing how your strategy will be put into practice); (d) financial projections (showing how marketing budget will be used and showing sales forecast); and (e) a clear set of plan evaluation criteria. Make sure to provide a sound justification and support for all of your key decisions and proposals. Being resourceful is something that is always appreciated. Marketing plan structure: In reality, marketing plans can come in various forms depending on a multitude of factors. Below you will find a recommended structure that you can follow for writing your report. Cover page Table of contents 1. Executive summary 2. Situation analysis/Marketing audit 3. Mission and objectives 4. Marketing strategy 5. Implementation plan 6. Financials and sales forecast 7. Controls and evaluation metrics 8. References Appendices It is strongly advised that you go through the examples of marketing plans provided in these textbooks • Kotler and Keller (2016) Marketing management 15e – Appendix – Sonic marketing plan A1-A7 • Kotler and Armstrong (2015) Principles of Marketing 16e – Appendix 1 – Marketing Plan Integrated Marketing Communication Strategy (Theories reviewed and applied to selected company. Usage of real world examples. Benefits of selected approach discussed.) 20% Marketing Orientation and Planning Strategy (Discussion of theories for orientation and strategic decisions. Application of appropriate theory with clear rationale. Utilises   Market Research 

 

data to select appropriate orientation.) 20% Product Development and Brand Management (Discussion of design and development of product. Theory to be applied. Benefits of brand management. Real world examples applied.) 20% Analytical Content (Critical discussion and review of the different theories that exist. Elaborates on the pros and cons against real world examples and/or case studies.) 20% Presentation (Coherence, structure, clarity, grammar.) 10% Sources (Harvard referenced. Good sources and range.) 10% Marking scheme