Marketing Plan

Mandatory work · 30% · Final project ·

Marketing Fundamentals

Required content:

1.- Executive summary.

2.- Internal Analysis.
3.- External Analysis.
4.- SWOT.
5.- Marketing objectives.
6.- Marketing strategy & Marketing mix.
7.- Implementation (one year).
8.- Budget.

Instructions

- Group work.
- Delivery format: a document with 10,000 and 12,000 words and the presentation. Both docu-
ments must be submitted by Canvas in pdf format.
- Delivery must be made before the deadline.
- Delivery deadline: 12/01/2021. (Mid-term delivery > 18th november)
- Plagiarism is strictly forbidden. Plagiarizing an activity will mean failing the subject.

Assessment

- Depth of analysis and capacity for synthesis in the SWOT.

- The inclusion of tables and graphs (especially in the analysis part), with the source and date of the
data.
- The consistency (and coherence) of the objectives and marketing strategies with the type of company.
- The creativity of the action plan and the strategies proposed.
- The viability of the project.
- The style and structure (body and font size, margins, spaces, use of images, tables and graphics, ...)
- Use of quotations and references.
- Professionalism and creativity in presentation.
- The application of concepts learned in the subject.
Marketing Plan
Mandatory work · 30% · Final project ·
Marketing Fundamentals

Required content:

1.- Executive summary.

2.- Internal Analysis.
2.1. Definition of the brand (Corporate identity, current target, current positioning...)
2.2. History of the brand
2.3. Current MKT MIX
2.3.1. Product (Portfolio, Tangibility scale, levels of the product, lifecycle)
2.3.2. Price
2.3.3. Place
2.3.4. Promotion (Communication)

3.- External Analysis.

3.1. Macro-environment. PESTEL
3.2. Micro-environment. Competitors, suppliers, market trends...
4.- SWOT.
5.- Marketing objectives.
5.1. Quantitative
5.2. Qualitative
6.- Marketing strategy & Marketing mix.
6.1. Marketing strategy
6.1.1. Segmentation - target. (Buying behavior,... + buyer personas...)
6.1. 2. Differentiation - positioning. (Positioning maps)

6.2. Marketing mix

6.2.1. Product (New proposal acc. to levels, product strategies...)
2.3.2. Price (main price strategy, -new product / product mix-, future
price adjustments?)
2.3.3. Place (channel design)
2.3.4. Promotion (Communication) (main tools...)
7.- Implementation (one year).
8.- Budget.

* perhaps it’s necessary for you to carry out a market research to obtain primary data
in case you don't have enough data (for positioning...)