A marketing plan is an essential tool for any marketer, providing direction for a brand, product or organization. A marketing plan describes the marketing environment, marketing objectives and marketing strategies.
In Assignment 1, you with others in your group developed a situation analysis for a selected company culminating in a SWOT analysis. This is the current situation that company is in from a marketing perspective. On the basis of that analysis and the situation the company is therefore in, you are required to individually reflect on how you would conclude that plan relative to marketing objectives, target markets and positioning and an overall approach to an appropriate marketing mix. You need to illustrate the links between the various elements of the marketing plan during this reflection. Additionally, conclude by commenting on the role of the marketing plan in terms of how you see it will assist this company, and how it will be used both tactically and strategically. You must incorporate academic literature to support/justify your discussion. Unsubstantiated statements will not provide credibility to your discussion.
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