CB2601 Marketing Plan Project Guideline (2021/22 Semester B)

Assume you are working for the marketing department of a company to develop a six-month
marketing plan to capitalize on an opportunity identified in Hong Kong or your home country from
July to December 2022.

In preparing your marketing plan, you need to make assumptions when some critical company
information is unavailable (e.g., financial data, mission statement, sales and market share). To better
understand your company's business environment, you are encouraged to visit the retail stores (if any)
and surf the company’s (and even your competitors’) website/social media channels to find out the
relevant information. Primary research is not required in this project, but you might search secondary
data from our CityU library (please click https://libguides.library.cityu.edu.hk/mkt/home and
https://libguides.library.cityu.edu.hk/com/admango). There are some helpful marketing and advertising
information from the e-resources such as Passport, BMI, Admango, Business Source Complete, etc. Be
sure to reference the sources that your information is drawn from. Put some evidence like promotional
materials by your company and competitors in the Appendix if necessary.

The marketing plan should be divided into the following sections:

1. Introduction (company background and your scope of the study for this marketing plan)
2. Situation Analysis
2.1. Company review (review of your current strategies)
2.2. Consumer review (describe their characteristics, needs and wants underlying their purchase
decision process, buying behavior)
2.3. Competitor analysis (compare with 2-3 direct competitors, and highlight industry trend)
2.4. Environment review (PEST analysis)
2.5. SWOT analysis
3. Recommendations
3.1. Marketing objectives (identify 2-3 objectives in SMART format, and explain your rationale)
3.2. Target markets, points of differences, and positioning
3.2.1. New situation analysis (identify new consumers, new competitors, if any)
3.3. Marketing mix strategies and tactics (i.e., 4P’s)
3.4. Marketing calendar (i.e., schedule of programs/marketing events from July to December
2022)
Appendix (e.g., any advertising materials from your company and/or your direct competitors)
Reference (use APA style)

Here are the grading criteria for the marketing plan:

1. Is the marketing plan of high quality and clearly justified?
2. Does the marketing plan fit with the company/brand?
3. Is the marketing plan feasible and realistic? (Be mindful that this is a short-term (6 months) plan)
4. Has the group provided enough details on how to execute the marketing plan? (Make sure you can
explain why the marketing mix programs are proposed in your marketing plan for the chosen target
market and how those strategies can achieve your marketing objectives.)

The report should be around 15-20 A4 single pages, including charts & graphs, excluding the cover
page, appendix, and reference. The font style is Times New Roman, and the font size is 12. It should
be single-line spacing. Please put your course session and group number (e.g., S2_Group 3, S5_Group
11), team list (full name and SID), marketing plan topic, and team photo on your cover page.