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A newly founded Munich based company wants to enter the European fashion and sport market with new shoelaces.

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FINAL ASSESSMENT
Topic: Write a Marketing Plan
You have just been hired as the new marketing manager for a company and have been asked to create
a marketing plan in the next four weeks for the coming year 2021.
Please choose from one of the following four startup companies which will become your employer.
You can also come up with your own company idea; however, if you do so you must have your idea
approved by your lecturer at the end of week one (October 9, 2020).

  1. A newly founded Munich based company wants to enter the European fashion and sport
    market with new shoelaces. The products are for both male and female customers, follow a
    sustainable production process (made in Europe), have a colorful and fresh design, and are
    mid to high priced. The products should be sold both online as well as in selected retail stores.
    The expected turnover in the first fiscal year is €500.000. The yearly marketing budget should
    be 12% of the yearly turnover.
  2. A newly founded Munich based company wants to enter the European tennis market with a
    new collection of tennis apparel. The products are for both male and female customers, follow
    a sustainable production process (made in Europe), a colorful and fresh design, and are mid
    to high priced. The products should be sold both online as well as in selected retail stores. The
    expected turnover in the first fiscal year is €500.000. The yearly marketing budget should be
    12% of the yearly turnover.
  3. A newly founded Munich based company wants to enter the European market for sunglasses.
    The products are for both male and female customers, follow a sustainable production process
    (made in Europe), a colorful and fresh design, and are mid to high priced. The products should
    be sold both online as well as in selected retail stores. The expected turnover in the first fiscal
    year is €500.000. The yearly marketing budget should be 12% of the yearly turnover.
    Student Name:______________________________________________
    Please print your entire name in capital letters (Last Name, First Name)
    GRADE:_% FINAL ASSESSMENT
    Marketing Management
    Lecturer: Maximilian Marten
    Course Code: BCO112
    Fall 2020
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  4. A newly founded Munich based company wants to enter the European market for high quality
    olive oil. The products are produced in southern Europe, are mid to high priced and have a
    premium quality. The products should be sold both online as well as in selected retail stores.
    The expected turnover in the first fiscal year is €500.000. The yearly marketing budget should
    be 12% of the yearly turnover.
    After you chose your company, come up with a name for it. In addition to the founder of the company,
    there is also a sales manager who is responsible for the e-commerce set up as well for all key account
    and field account activities.
    During the four-week course, you will be introduced to the key elements that are essential for a
    marketing plan. You are asked to demonstrate your understanding of the course material and include
    this course material within your marketing plan.
    The marketing plan must include the following six sections:
  5. Executive Summary: brief summary for senior management of the main goals and
    recommendations.
  6. Situation Analysis (context): relevant background data on the market, competitors, and
    various forces in the macroenvironment.
  7. Target Groups: Define and discuss the main target groups and their respective buyerpersonas.
  8. SWOT: In depth analysis.
  9. Marketing Strategy: definition of the mission, marketing objectives and “game plan”.
    Define the groups and needs that the market offerings are intended to satisfy.
  10. Marketing Budget: Show the expected costs of marketing for each “game plan” actions
    defined.
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    REQUIREMENTS
    Structure of the Marketing Plan
  11. Cover page: The first page must contain the full student name, the logo of the school, the
    name of the course and the name of the lecturer.
  12. Introduction Summary: Present the aim of your work and the questions it will address; the
    objectives of your work must be clear.
  13. Analysis: Discuss all the sections of the plan listed above.
  14. Recommendation: Explain potential marketing actions to be implemented to meet the goals
    set in the plan.
  15. Bibliography: You should use the Harvard Referencing System.
  16. Appendix (if needed)
    Additional Requirements
  17. Students must consider the use of theories and models, the flow and progression of their
    critical analysis, overall clarity, structure, and coherence of their answers.
  18. All statements made must be supported by facts, figures and references.
    Word count: The business plan should count between 1.500 to 2.000 words plus/minus 250 words,
    excluding Title, Table of contents, Bibliography, and Appendices.
    SUBMISSION INSTRUCTIONS
    The work must be uploaded on the appropriate Turnitin folder created by the course Faculty Member
    on Moodle.
    The title of the student’s submitted file should contain the following information:
    – Name of this course
    – Name of the Faculty Member / Teacher
    – Student’s full Name
    – Student ID number
    – Title of this assignment (Final)
    The time-frame for this assignment is:
    Release Date: October 5th 2020
    Submission Deadline: November 1st 2020
    The assignment must be submitted (uploaded into Turnitin) to the link provided by the course Faculty
    Member and indicated on the Moodle page of this course.
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    GRADING PERCENTAGE
    97-100 A+ 87-89 B+ 77-79 C+ 67-69 D+
    93-96 A 83-86 B 73-76 C 63-66 D
    90-92 A- 80-82 B- 70-72 C- 60-62 D- 0-59 F
    This assessment counts for 100% of the overall course grade
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    GRADING CRITERIA
    Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69
    Knowledge &
    Understanding
    (20%)
    Student
    demonstrates
    excellent
    understanding of the
    task, the key
    concepts, applies
    theory where useful
    or necessary, and
    uses vocabulary in
    an entirely
    appropriate manner.
    Student
    demonstrates good
    understanding of
    the task and
    mentions some
    relevant concepts
    and demonstrates
    use of the relevant
    vocabulary.
    Student
    understands the
    task and provides
    minimum
    conceptual and
    theoretical support,
    and uses only some
    of the relevant
    vocabulary.
    Student understands
    the task and attempts
    to answer the
    question but does not
    mention key concepts
    or uses minimum
    amount of relevant
    vocabulary.
    Application
    (30%)
    Student applies fully
    relevant knowledge
    from the topics
    delivered in class.
    Student applies
    mostly relevant
    knowledge from the
    topics delivered in
    class.
    Student applies
    some relevant
    knowledge from the
    topics delivered in
    class.
    Misunderstanding
    may be evident.
    Student applies little
    relevant knowledge
    from the topics
    delivered in class.
    Misunderstanding is
    evident.
    Critical
    Thinking
    (30%)
    Student critically
    assesses in excellent
    ways, drawing
    insightful
    conclusions based
    on readings from
    relevant authors.
    Student also makes
    clear and correct
    citations and uses
    the Harvard
    referencing method
    correctly.
    Student critically
    assesses in good
    ways, drawing
    conclusions from
    relevant authors
    and references.
    Student knows how
    to use the Harvard
    referencing method
    correctly.
    Student provides
    some insights but
    stays on the surface
    of the topic.
    References may not
    be relevant.
    Student shows little
    or no critical thinking
    insights, does not
    quote appropriate
    authors, and does not
    provide valid sources.
    Communication
    (20%)
    Student
    communicates their
    ideas very well
    organized and
    extremely clearly
    and concisely,
    respecting word
    count, grammar and
    spellcheck.
    Student
    communicates their
    ideas in an
    organized manner
    and concisely,
    respecting word
    count, grammar and
    spellcheck
    Student
    communicates their
    ideas with some
    clarity and
    concision. It may be
    slightly over or
    under the
    wordcount limit.
    Some misspelling
    errors may be
    evident.
    Student
    communicates their
    ideas in a somewhat
    unclear and unconcise
    way. Does not reach
    or does exceed
    wordcount
    excessively and
    misspelling errors are
    evident.

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