COLLEGE OF BUSINESS, HOSPITALITY AND TOURISM STUDIES

SCHOOL OF MANAGEMENT
STRATEGIC MARKETING -MKT-702
SEMESTER 2, 2023

MAJOR RESEARCH PROJECT (MAXIMUM OF 4 PERSONs PER GROUP)

MARKS: 25% (20% PROJECT REPORT AND 5% PROJECT PRESENTATION)

DUE – WEEK 13 (WRITTEN & PPT PRESENTATION)

The Project

Assume you are the Marketing Manager of a manufacturing company in Fiji and are required to
create the strategic marketing plan for the company. From your own experiences, choose an
appropriate Fiji based company and create a marketing plan with the below guidelines.

Below are the key components that should be part of you main write up (Body).

• Market analysis using SWOT

• Market segmentation, targeting, and product positioning
• What is the company’s competitive advantage
• Discuss on its customer retention plan using relationship marketing
• Discuss on the company’s focus on innovation and new product
• Discuss how powerful the brand is and its brand positioning strategy
• Discuss on the company’s pricing strategy and distribution model
• Discuss on the company’s key modes of communication and how effective it has been
Guidelines for the writeup
1. Project is to be typed using Font style: Times New Roman, Font size: 12pt with a line
spacing of 1.5 and text should be justified.
2. Follow Harvard APA referencing style (if any material needs referencing).
3. Format of the Research

1. Title Page
2. Introduction- (approximately ½ page)
3. Background- (approximately ½ page)
4. Body- (Maximum of 6 pages)
5. Recommendations- (approximately 1 page)
6. Conclusions- (approximately ½ page)
7. References (Harvard referencing style)
8. Appendix (not mandatory)

• Attach any additional materials that you have used and is relevant to this project.
• As undergraduate students, original work is expected and where material have been
obtained from any sources, it must be appropriately referenced.

Guidelines for the presentation

1. Each group will need to prepare a PPT slide of the same report and present in class as a
group. It’s compulsory for each member to present.
2. Time is 10-15 mins per group (maximum) and each member should share the time
equally.
3. PPT Slides should be approx. 10-12 slide with clear black/white fonts using bullet points
and minimum writing. Pictures etc can be used of the company you have chose and needs
to be appropriately referenced.