MARKETING PLANNING AND APPLICATIONS

(SPRING 2023)
Guidelines for Project
Enhancing Value Chain Activities in a Local Pakistani SME

Project Overview:

The objective of this project is to help BBA marketing students learn about marketing planning
and applications by researching and interviewing a marketing manager from a local Pakistani
small or medium-sized SME. The students will identify value chain activities and plot them in
the value chain model of Michael Porter to determine how value can be increased in the
organization. They will also conduct a competitive analysis and target market research and use
the results to create a perpetual map, position the product, and discuss the marketing plan and
proposed strategy.

Tasks to be performed by Students:

1. Identify a local Pakistani small or medium-sized SME to study.You can use online
sites such as https://www.businesslist.pk/category/small-business for identifying the
company.

Industry Investment Risk

Real estate Investment Medium
Dropshipping Low
Restaurant/Coffee Shop Medium
Digital Marketing Services Low
Print-on-demand t-shirts Low
Fish Farming High
Urban Farming High
Poultry Farming Medium
Beauty Salon High
 Publish an E-book Low
Offer Online Courses Low
Graphic Designing Low
E-commerce Store Low
Blogging Low
Vlogging Low
Catering Medium
Photography Low
Food cart Low
Freelancing Low
Travel Agent Medium
Organic Beauty Products Low
Set up a Co-working Space Medium
Collect antique items Medium
Online Clothing Store Medium
Sell Mobile Accessories Online Low
Set up a Co-living Space High
Car Pooling Low
Become an Online Gym Instructor Low
Vacation rentals High
Start a Home Chef Business Low
Sell Handcrafted Items Low
Babysitting services Low
Yoga classes Low
Virtual Event Planner Low
Become a Real Estate Agent Low
Local Grocery Store High
 Kiosk at a Shopping Mall Medium
Logistics Company High
Website and App Development Medium

2. Research the company and prepare a set of questions for the marketing manager.
3. Conduct an interview with the marketing manager to identify value chain activities. Use
secondary sources of data too for gathering information.
4. Plot the activities in the value chain model of Michael Porter to determine how value can
be created, communicated and delivered by that organization.
5. Conduct a competitive analysis and target market research to create a perpetual map for
identifying product positioning.
6. Create a marketing plan or strategy based on the results of the research and analysis.
8. Prepare a poster presentation and a power point report to summarize your findings.
Rubric:
1. Research and identify a local Pakistani SME - 3 marks
2. Prepare a set of questions for the marketing manager - 2 marks
3. Conduct an interview with the marketing manager - 5 marks
4. Plot value chain activities in the value chain model of Michael Porter - 5 marks
5. Conduct a competitive analysis and target market research - 5 marks
6. Create a perpetual map and position the product - 2 marks
7. Create a marketing plan or strategy - 3 marks
8. Poster presentation - 2 marks
Total Marks: 25
Note: The rubric can be adjusted as per the requirement of the course instructor.
Deliverables:
1. PowerPoint presentation with video links and guidelines.
2. Written report detailing the research and analysis conducted.
3. Perpetual map and product positioning plan.
4. Marketing plan or strategy document.
Expected outcome:
1. Students will learn about marketing planning and applications in a practical context.
2. Students will be able to conduct research and analysis to identify value chain activities
and create a marketing plan or strategy.
3. Students will gain practical experience in creating a perpetual map and product
positioning plan.
4. Students will develop critical thinking and problem-solving skills by conducting a
competitive analysis and target market research.