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You are asked to develop a strategic marketing plan for a real existing company of your choice stating clearly your chosen company’s background and the market where it operates. Your plan should include an assessment of the attractiveness of the chosen market segments and an actionable marketing strategy, matching the positioning and targeting strategy identified for these segments. You must also demonstrate alignment with one or more of the United Nations Sustainable Development Goals (UN SDGs).
Each one of the groups needs to choose from the following products/services as their subject for the marketing plan:
1. Fashion: Create a marketing plan for a fashion house using only sustainable products such as plant-based or made from upcycled and/or recycled materials like plastics or fabrics.
2. Healthy Living: Create a marketing plan related to sports equipment, fitness apparel, skincare, hydration or a food supplement.
3. Technology: Create a marketing plan for a technology that improves the quality of life like wearable tech.
4. Food & Leisure: Create a marketing plan for the Scottish tourism industry, encouraging sustainable tourism, consider eating locally with locally sourced produce, improve visitor attractions, discuss the impact on the environment.
5. Sustainable Transportation: Create a marketing plan for electric vehicles, for local government initiatives to convert the existing modes of transportation, address the concerns and challenges that a population has over the costs, charging range or charger availability.
6. Any other product/service: For any alternative products/services please inform and gain permission from your Tutor or the Module Leader.
Instructions:
• Template: The strategic marketing plan should make use of appropriate tools and frameworks and include relevant elements from the following template:
CoverPage (excluded from the word count) should include the Module name and number (BU52008 Marketing Management & Strategy, Student names and ID numbers, Group number, Title of the assignment (Strategic Marketing Plan) and the Final word count.
Table of Contents (excluded from the word count) should include the full list of sections within the report (including any appendices and reference lists), the page number on which each section begins, a List of Illustrations (if applicable), a List of Figures (if applicable), List of Tables (if applicable).
Executive Summary which is a short overview of the finished report.
Brief Background, with reference to the chosen company’s background and the market where it operates.
Environmental/Situational Analysis (e.g. using PESTLE, Porter’s 5 Forces, Competitor analysis, Customer analysis, Internal audit/SWOT as appropriate).
Aims and Objectives (must be SMART).
Target Audience (you should segment and define your target audience and discuss whether/why they are an attractive market segment).
Marketing Strategy – Recommended competitive positioning and marketing mix for acquiring and retaining the target market.
