Posted: February 7th, 2015

The Florist Shop

The Florist Shop

Order Description

The individual assignment should be in report format following this attach file.

“Marketing Plan Assignment”

The report should be 6,000 words in length (+/- 10%), excluding any appendices.

• You are being hired as a marketing consultant by an independent retailer, in United Kingdom. They need to increase their revenue generation and profits. Also they

need to ‘positioning’ their organization to gain competitive advantage. You have been asked to produce a detailed marketing plan for one-year together with an outline

plan for the following three years.
• My business model is the Florist (http://www.scarletandviolet.com)
• Students are required to demonstrate an understanding of all the aspects of marketing planning. You should therefore include a comprehensive marketing audit,

credible SMART marketing objectives, and strategies including clear segmentation, targeting and positioning, growth strategies and focused differentiation for survival

and competitive advantage. The recommendation on the stated objectives and strategies should be clearly address using marketing mix and the extended marketing mix.

Students should also where necessary should incorporate concepts such as Sevicecape, S-D logic and Co-creation. All the marketing activities should be shown in the

form of a Gantt chart. This can also be used to show the financial implications by way of stating clear revenue projections and costs of individual proposed marketing

activities.
• You are required to carry out necessary secondary research. Also if necessary depending on the organization’s objectives and strategy you may wish to carry out

primary research (Please note that an ethics form should be submitted in advance, in order to carry out any primary research via Moodle). Research should not commence

until ethical form is submitted and has obtained the approval of Business School Research Ethics Committee).
• Note extra marks will be awarded for extra effort and initiative.
• You are also expected to demonstrate your knowledge of how theory can be utilized in practice i.e. all stages of a marketing plan

Noted: Market Objective is increasing sale volume by 20% in April 2016. By focus more about Market Development (B2B) by increase B2B customers such as Hotel, Office,

Private Home, Restaurant and bar. Not just B2C as usual.

Attaching file following this list:

1. Marketing Plan Template (Please write follow this list and use some theories in this assignment)
2. Number of words and mark guide to guide you to write it in properly.

The individual assignment should be in report format
Report
The report should be 6000 words in length (+/- 10%), excluding any appendices.
?    You are being hired as a marketing consultant by an independent retailer, in United Kingdom. They need to increase their revenue generation and profits. Also

they need to ‘positioning’ their organization to gain competitive advantage. You have been asked to produce a detailed marketing plan for one-year together with an

outline plan for the following three years.
?    Students are required to choose an independent business (not part of a retail chain and should be a standalone business without any other branches), located in

the United Kingdom from the following business categories. Please look at the list below and choose a business category from the following list:
?    My business model is the Florist (http://www.scarletandviolet.com)
?    Students are required to demonstrate an understanding of all the aspects of marketing planning. You should therefore include a comprehensive marketing audit,

credible SMART marketing objectives, and strategies including clear segmentation, targeting and positioning, growth strategies and focused differentiation for survival

and competitive advantage. The recommendation on the stated objectives and strategies should be clearly address using marketing mix and the extended marketing mix.

Students should also where necessary should incorporate concepts such as Sevicecape, S-D logic and Co-creation. All the marketing activities should be shown in the

form of a Gantt chart. This can also be used to show the financial implications by way of stating clear revenue projections and costs of individual proposed marketing

activities.
?    You are required to carry out necessary secondary research. Also if necessary depending on the organization’s objectives and strategy you may wish to carry out

primary research.
?    Note extra marks will be awarded for extra effort and initiative.
?    You are also expected to demonstrate your knowledge of how theory can be utilized in practice i.e. all stages of a marketing plan
?    The presentation and structure of the marketing plan must have a professional outlook.
?    The contents of the marketing plan will be explained during class.

The report should cover the following sections:
NOTE: You must apply all marketing principles, when writing the marketing plan that is worthy. If you are writing this for a client, will they be willing to pay for

it?

Heading    Suggested Word Count
1    Executive Summary
Does this provide a good summary of the report and encourage further reading? You need to think about the audience, creativity, and competitive advantage. Find a way

to make sure that your marketing plan stands out from the crowd.     250
2    Introduction
This should set the scene for the reader. Clear & succinct, it lays out what is to come, and could make reference to your own research findings. (Do not include the

description and information of the organization here. But make sure they are included in the Appendices for tutors).    150
3    Situation Analysis
Quality and relevance of audit (internal & external)
Clear headings and only relevant information is needed here. Remember, when you are doing your analysis, you need to discuss this in relation to the organization or

business and the target market. There is no point just writing PESTEL factors. Therefore you need to discuss how they influence the business, their current and

potential customers. Porter’s five forces industry analyses need to conduct in order to ascertain the current competitive position of the business. What way the

analysis is helping you in this process. Now do the SWOT analysis.  These should be discussed in relation to target market and competition.     1300
4    Aims and Objectives
Both corporate and marketing objectives must meet SMART criteria. These should be listed and clearly identified, and linked to the controls.    500
5    Appropriateness of segmentation, targeting and positioning. Growth strategies. Generic strategies
Who is your target market? You need to explain why? Explain the chosen segmentation criteria with justification. Who are the competitors? What is your organization’s

current positioning in relation to the competitors? Is it unique enough to give you competitive advantage? If not, what are you suggesting? Why? You need to show

current and future positioning using perceptual maps. What is the communication theme (tag line)? Which strategies are recommended for survival and growth? Which

theoretical framework is more appropriate in order to achieve the stated objectives? Why is it important to have a focused differentiation?
Including initial target market (use Google map – within 2 mile radius from the bar – how many people live there)
1000
6    Implementation
The 4P or 7P framework is a good starting point. What specifically are you going to do in terms of promotion, price, distribution & product, people, processes and

physical evidence? What about servicecape? Are there any co-creating opportunities? How?
These should be used to achieve the objectives that you have set earlier. Also need to consider the costs, and resources constraints. Here, need to be creative. Also

must think of how to use digital technologies and media, effectively.
All the marketing activities schedule should be included in a Gantt chart with the anticipated revenues and costs.    2500
7    Contingencies and Controls
Effective controls in place.  (Link to your objectives.)
A financial plan is included. (Give details in the appendix.)
300
8    Reference list (Use the correct Harvard Referencing format)

9    Appendices
Background of the firm
Any research evidence
Other appendices
10    Overall Content
Presentation & structure of the report
?    Use Times Roman pt. 12, with 1½ or double spacing.
?    Pages MUST be numbered.
?    Headings and sub-headings should be clear and visible.
?    Reference your work throughout, using the Harvard system.
?    Spell- and grammar-check carefully.
?    The text should flow smoothly, with each section leading naturally and logically to the next.
Total Words    6000

Individual Course work Marking Criteria Feedback form
Marking criteria for reviewing the article    Comments
Presentation and professional outlook of the marketing plan (5%)
Corporate and Marketing Objectives (SMART) 5%
Marketing Audit (micro and macro environmental  Audit) 20%
Strategic options and choices (Need to provide justification for the recommended strategies)
STP, 5%
Growth Strategies, 5%
Differentiation strategies 5%
Main differentiator – Positioning including perceptual map and the Tag Line (5%)
Marketing Mix (Need to provide detail information on marketing activities and expected outcomes. Need to consider extended marketing mix) 25%
Monitoring and Evaluation (Need to be specific on measuring marketing performances  5%
Resources (Schedule and Budget – Detailed Gantt chart must be provided) 5%
Financial and Contingency planning 5%
Clarity of arguments with justifications
Background reading and research  10%
Referencing using “Harvard system (This is part of professional presentation)
Overall evaluation of the marketing plan
Overall strengths
Areas for improvements

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