486 ASM 2 OUTLINE

1/ FRONTSHEET
2/ ASM2 BRIEF
3/ TABLE OF CONTENT
4/ INTRODUCTION
->paraphrasing the assignment scenario:
(Your team is the marketing team of organisation X, which is operating in F&B (Food
and Beverage) industry in Vietnam (Choose a specific organisation to task with).
Your team is assigned to develop a detailed, tactical marketing plan for one
product/service of the firm. You will conduct research in order to review your new
product/service in a rivalry with many competitors in various ways. Based on the
study, provide a tactical Marketing mix strategy for your new product/service.
You are allowed to choose any product/service of any organisation that you wish to
carry out the task with. You might choose to develop a Marketing Plan for an existing
product/service or even create a new product/service. Creativity is highly
appreciated.)

5/ BODY

P3 Compare the ways in which different organisations apply the marketing mix
to the marketing planning process to achieve business objectives.

5.1/ Executive Summary:

Introduce your chosen organisation and product/service. An overview of the
marketing plan.

5.2/ Situation Analysis:

5.2.1. Marketing Environment and the impact on Business Activities
->providing several relevant theories of Lecture 2. Remember this asm task is for
ONE product/service.
5.2.2. Marketplace Information (Industry research and Market trend)
->applying several theories of Lecture 11 (slide 12) and concentrating your chosen
product/service.
5.2.3. Competition Analysis with the comparison in which way different organisations
apply Marketing Mix in their strategy. (Core competitor’s Marketing Mix)
-> searching different organizations ( at least 2 organizations in the same industry)
they have applied the different MKT mix in their strategies.
5.2.4. Customer Analysis (Customer Segmentation and Consumer trend)
->providing several relevant theories in Lecture 5.
5.2.5. Company’s internal capabilities (SWOT analysis and Competitive advantages)

M3 Evaluate different tactics applied by organisations to demonstrate how business

objectives can be achieved.

5.3/ Marketing Campaign Objectives and Issues

5.3.1. Objectives: The objectives should follow SMART objectives criteria
5.3.2. Issues: It could be key issues that might prevent the organisation in achieving
its marketing objectives or the current issues of the company or from the market that
your Marketing plan needs to overcome.

P4 Produce and evaluate a basic marketing plan for an organisation.

5.4/ Marketing Strategy

5.4.1. Segmentation, targeting, positioning (including a positioning map) and
differentiation strategies of your company.
5.4.2. Suggest new Marketing Mix using 7Ps with an evaluation of different
strategies applied by your organisation.
->Relevant theory/concepts should be explained as the foundation for any
suggestions you make in the marketing plan: Leture 6,7,8,9,10 (several relevant
theories applied).

M4 Produce a detailed, coherent evidence-based marketing plan for an organisation.

5.5/ Action Program (Tasks, timeline and person in charge)
6/ Budget (Your anticipated operational costs)
7/ Control (KPI of each milestone)

D2 Design a strategic marketing plan that tactically applies the use of the 7Ps to
achieve overall marketing objectives.

6/ CONCLUSION
7/REFERENCES LIST