Posted: April 3rd, 2015

Project Report” – PJ1

Project Report” – PJ1

Order Description

5 key questions
1.what are we now (situation analysis)
2.what we want to be ?(marketing aims and objectives)
3.what is the best route to get there? (strategy)
4.what are the details of the plan (tactics)
5.how do we ensure arrival (communications and control)
essay should under the following structure

Executive Summary
1.External analysis
1.1 macro environment
1.2 market overview – competitor analysis, market size, growth rates, trends (mintel)
1.3 customer analysis – how currently segmented target market/ who they are
2.Internal analysis
-financial
-operation
-market mix effectiveness
-4p analysis (product, price,place,promotion)
3. SWOT analysis
4. Objectives
-mission
-SMART analysis
5. Strategic
-strategic thrust (porter five forces)
-core target markets
-positioning
-branding
6.Marketing programmes
7. Implementation and control
Schedule

QUESTIONS

Based on your knowledge of marketing strategy produce an outline marketing plan for the next year for Atlantic Quench.
Your marketing plan should focus on customer attitudes/trends and market growth; therefore segmentation and positioning will be important within your plan
Your plan should also include the application of a range of models theories and concepts from the Principles of Marketing Management course content.
Supporting information can be found in Mintel and Keynote, these databases can be sourced via the online library.
Knowledge and Understanding

a) Appreciate and integrate the value of the analytical tools and techniques available to marketing professionals when evaluating the marketing environment and developing marketing strategies;

b) Demonstrate and evaluate the vital necessity of focusing on the customer and the marketplace as the foundation of marketing planning;

c) Critically evaluate the marketing mix of an existing organisation contrasting application to theory;

Subject-specific Skills

d) Propose and present an outline marketing plan;

e) Critically appraise tactical marketing decisions based on situation analysis and in line with strategic marketing plans.

f) Exammine and appraciate the tools of Strategic marketing and apply in practise within a global context

g) Explain and appraise marketing concepts, theories and models clearly and apply these critically to existing organisations;

Key Skills

h) Concise dissemination of information relating to investigative actions required for a coherent marketing plan;

i) Produce a written report following academic convention that synthesises clearly theoretical perspectives and distinguishes between conceptual frameworks which focuses on a practical marketing plan application for different scenarios

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