MKTG8018048

2022-2023 Even P2

Your task for the Semester Project:

1. Develop a group-project for marketing plan project wherein your group must
demonstrate all marketing knowledge and strategy and framework being taught in
this course including take into account integrating digital technology into the
strategic marketing planning.
2. You need to develop a marketing plan of a new brand. In particular, you are
suggesting a new brand for Samsung company (https://www.samsung.com/) for
one of its markets in Indonesia. From the environment analysis of Samsung,
identify market problem of one of its markets that you find that it is necessary to
develop a new product with a new brand name.
3. The report is ±15 to 20 pages, Font-size: 11.pts, 1.5 spacing. Please refer to the
scoring rubric to see how the report will be assessed. The expected outline of the
report
4. All group members have to participate actively in the project. Should any of the
group member not contribute equally, other members of the group have the right
to report that particular member to the Lecturer.
5. The assessment rubrics are provided on the syllabus.
6. The report should contain, at the minimum, as the followings:

1. Overview
1.1. Executive summary is a summary of the entire plan and, as such, need to
address critical points raised in all elements of the plan.
1.2. Table of contents
The table of contents provides readers with a quick and easy overview of the
plan.
1.3. Introduction provide an overview of the background to the plan, it includes:
1.3.1. An overview and description of the products
1.3.2. The motivation behind the marketing strategy
1.3.3. The company vision and mission statement

2. Marketing environment situation analysis

2.1. The market definition
2.2. Macroeconomic environment
2.2.1. Social and demographic trends
2.2.2. Industry environment
2.3. Competition overview
2.4. Consumer behavior analysis: demand trends for the product and services
2.5. Internal analysis:
2.5.1. Competitive advantage
2.5.2. Business growth strategy
2.5.3. SWOT analysis
2.6. Market problem formulation

3. Marketing segmentation, target market, and positioning

3.1. Market segmentation
3.2. Target market
3.3. Positioning

4. Marketing plan’s goals and objectives Marketing objectives must be derived from
the analysis previously conducted and problem definition, and be specific and
measurable.

5. Marketing strategies and tactics (including plans for multichannel

management)
MKTG8018048
2022-2023 Even P2

5.1. Designing brand element, brand architecture, and brand portfolios

5.2. Marketing mix (4Ps or 7Ps)
5.3. Designing relationship tools

6. Resources allocation and marketing expense budgeting

7. Controls: performance measurement planning and monitoring

8. Marketing organization

9. Appendices (if any, e.g. market research data)

Hints for segmentation:

Do quantitative research for segmentation. The suggested steps:

1. Find variables to do the segmentation, each for the geographic, demographic,

psychographic, and behavioral factors. You could find references from secondary
sources or using primary data such as through interviewing consumers.

2. Conduct quantitative survey based on the variables of segmentation above. At the

minimum, find 30 respondents.

3. From the result of the survey above, analyze the segments to define your target
market.