Assignment Outline

Marketing Management
ASSIGNMENT OUTLINE
REQUIREMENT
Marketing Plan Project
To sustain a company’s existence and to excel in the industry, companies/brands rely on effective
marketing management. Select an established brand/product line in Vietnam and conduct the
following:
1. Analyze the internal and external environments affecting the company/brand and market. Identify
the customer segments and describe the relative size of each market.
2. Study the company’s existing or potential competitors and explain the resources that both your
selected company/brand and competitors have.
3. Using your analyses of the customer segments and resources, identify the customer segment that
makes the most attractive target market for the company/brand. Provide your justifications.
4. Develop a marketing plan with an emphasis on digital marketing for your selected brand/product
line.
Weighting: 30%
Presentation and Report submission: the last week
OUTLINE
The sections below detail the expected minimum content for your report.
Table of Contents
A table of contents provides some direction for the reader when reports are longer than eight pages.
1. Executive Summary (1/2 - 1 page approx)

This provides an overview of the report so that the reader can quickly grasp your objectives, main
findings and recommendations. Your executive summary should include information about the
company/brand, the objectives of the report, and a summary of the key findings from your situational
analysis and SWOT analysis, before briefly discussing your recommendations (7Ps).
2. Introduction (1/2 - 1 page approx)

This section should identify the subject matter of the report, its limitations and assumptions, the
context, and as well, the objectives/purpose of the report.
3. Situational [Markeing] Analysis (5 pages max)

A situational analysis is made up of several components. It provides background data on the market, the
product/service, competition, industry and the macro environment (5Cs). The following are guidelines
of things to consider for elements of the situational analysis. It is not exhaustive and you should consider
these lists to be a minimum of things you need to consider. You do not necessarily have to use these
elements as sub headings.
3.1 Company analysis

The company analysis needs to convey a good understanding of who or what the plan (report) will be
based on and what it is that the company/product/brand does, e.g. their product lines, key competitive
advantages etc. Include any relevant information regarding the company’s recent background, the
product market the company/brand operates in, the size of company relative to competitors, the
consumer segments targeted etc.
3.2 Market [Customer] analysis

Write a full market analysis that details key consumer trends in relation to your product/service market.
Analyse and describe the market in terms of both its growth potential and buying patterns.
Have there been changes to buying patterns changed in the past few years? What has driven these
changes? What is the overall size of the market? What segmentation strategies are being used and who
are the current market segments? And so on…
3.3 Competitor analysis

How competitive is the industry? How has this competition affected your company? How are different
competitors positioned? Include a perceptual map showing your company and competitor positions
using dimensions of importance to the target market.
Develop a competitors’ strength and weakness grid to explain who the direct and indirect competitors
are. What do the competitors offer? Rank the competitors in terms of their influence on your company
and justify your reasoning.
3.4 Macro environmental [Context] analysis

Identify relevant macro-environmental factors. What aspects should your company monitor? What is
going on in the media environment in terms of your business venture? Could government legislation
affect the marketing of your offering? Are there socio-cultural, technological, economic, environmental
factors that would be relevant to your organisation? Etc.
3.5 Collaborator analysis

If any relevant.
4. SWOT Analysis (2 pages approx)

Discuss and rank in order of importance:
- Identify up to five threats – What are the main threats to your company/brand?
- Identify up to five opportunities – What are the key opportunities in the market?
- Identify up to five weaknesses – What weaknesses does your company/brand have that will pose
problems for your company? Tip: These should relate to your Threats and Opportunities.
- Identify up to five strengths – What are the strengths your company/brand has that will allow them to
compete more effectively in the future? Tip: These should relate to your Threats and Opportunities.
5. Segmentation, Targeting and Positioning (1-2 pages approx)

STP: The situational analysis and SWOT analysis should support your recommendations.
Using appropriate segmentation bases e.g. geographics, demographics, psychographics, and

behavioural etc., describe at least one new target market segment(s) for your company/brand. Give a
good amount of detail with your description and make sure you consider the size of your chosen target
market. Justify your choice by explaining (1) how this is of benefit to your company/brand and (2) how
your company can offer value to the new target market.
2
Make sure your target market makes sense in terms of what you have already discussed in this
plan/report. In other words your target market should link back to what you have discussed in your
broader situational analysis as well as your SWOT analysis.
Give a clear value proposition, including your product/service’s benefits, e.g. perceptual map, a
positioning statement (refer to lecture 4). Use the key findings in your report to support your
recommendations.
6. Goals and Objectives: Where do we want to be?

Indicate the time period (months) for the marketing plan and list separately the goals/objectives for the
brand for the time period. Relate these to your Situational/SWOT Analysis (Section 3/4) and STP
(Section 5). Be realistic – don’t come up with either goals/objectives that are unrealistic (i.e. a very
remote likelihood of your brand actually achieving them), or goals/objectives that are already achieved
(what is the point of doing this?).
7. Recommendations for Marketing Tactics (Mix) (5 pages max)

Develop the tactical marketing plan/marketing-mix and provide justification for your recommendations
based on the findings you have discussed earlier in the report (5Cs + STP + G/O).
Describe your idea and why you think it will be successful:

- Product/service. Tip: product levels
- Price: considering with digital marketing
- Place: emphasizing on online distribution
- Promotion: emphasizing on digital/online communications
* for services (added 3 Ps)
- People/customer service. Tip: servqual model
- Process. Tip: service blueprint
- Physical evidence. Tip: servicescape
8. Implementation and control plan (1 page approx)

- Implementation: schedule/timeline identifing the key marketing programs
- Controls: identifying areas will be monitored
- Contingency plan: if any
9. Conclusion
It maybe summarises or concludes the key findings.
Reference List
Use APA 7th Referencing. Refer to the course outline for further clarification.
Appendices
Use only where relevant and absolutely necessary. Refer to your appendices within the main body of
your report. Label your appendices and any tables and diagrams within them.
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Marketing Management

Marketing Plan Project

Presentation and Report submission: the last week

1. Executive Summary (1/2 - 1 page approx)

2. Introduction (1/2 - 1 page approx)

3. Situational [Markeing] Analysis (5 pages max)

3.1 Company analysis

3.2 Market [Customer] analysis

3.3 Competitor analysis

3.4 Macro environmental [Context] analysis

3.5 Collaborator analysis

4. SWOT Analysis (2 pages approx)

5. Segmentation, Targeting and Positioning (1-2 pages approx)

Using appropriate segmentation bases e.g. geographics, demographics, psychographics, and

6. Goals and Objectives: Where do we want to be?

7. Recommendations for Marketing Tactics (Mix) (5 pages max)

Describe your idea and why you think it will be successful:

8. Implementation and control plan (1 page approx)

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