You are required to write a marketing plan for an existing company for the launch of a new product or service of your choice (based on your interests/related to your degree programme).

TASK: You are required to write a marketing plan for an existing company for the launch of a new product or service of your choice (based on your interests/related to your degree programme). You will be responsible for developing the idea for this new product, on which this marketing plan will be based. It is VITAL that all recommendations in the marketing plan are related back (with the use of supporting RGU Harvard referencing) to the relevant underpinning theories addressed in lectures to show the team’s understanding of the concepts being addressed.
Section One: The Company and Situational Analysis
• A brief outline of the company and a brief overview of the new product/service being proposed;
• Undertake an analysis of the main issues in the market which your product/service will be launched into; size (is it growing/declining), trends, PEST(LE) and SWOT analyses, buyer behaviour and competitor analysis (include no more than the top 3 competitors who compete with the new product/service offering)
Section Two: New Product/Service Objectives and STP
• For the new product/service propose 2 SMART marketing objectives for the first year;
• Identify the main target audience, specifying the segmentation variables used;
• Propose a targeting strategy;
• Illustrate the positioning of the new product/service through the use of a positioning map (USP)
Section 3: New Product/Service Marketing Mix, and Evaluation
• Provide recommendations on no more than 2 elements of the marketing mix for the new product/service for the launch. Identifying at least one key metric that could be used by the company to measure impact of these elements of the marketing mix after implementation
Section 4: Professionalism and Presentation
Your performance in this assessment will be graded on the following 3 metrics:
• Professionalism of the report presentation, inclusive of the executive summary – 20% of the overall grade
• Depth and breadth of theoretical understanding, where you must show the theories that relate to the key sections (noted above) that you have to include in this report – 40% of the overall grade
• Application of theory to the chosen organisation, you must apply each of the theories that you discuss to the organisation to demonstrate how they work in practice – 40% of the overall grade
It is important that all information provided in the presentation is based on secondary research. It must be supported with a wide range of credible references from industry and academic texts and journals (textbooks alone are not enough). Students will be expected to show in text citations within the body of the report and provide a list of references at the end of the document (but before any appendices).
Report Writing Guidelines
The report should be between 2,000 and a maximum of 2,500 words, written in report writing style (in third person), and should include:
1. A title page (including title, module name, matriculation number and word count)
2. An executive summary
3. A contents page with any sub-section headings (with associated numbering) and page numbers
4. Sectioned body of text – separate numbered heading for each element
5. References and bibliography
6. Appendices where relevant.
The Executive Summary (ES) should be written last and should appear at the front of the report. It should be no longer than one page. The ES should not be an introduction to the report. It should summarise the contents of the report and should be specific regarding key findings from the market research (e.g. trends), what the main objectives set out are, what critical recommendations have been made regarding the marketing mix and summarising the main evaluation methods set out. Most importantly, it should capture the imagination and attention of the reader and make them want to read further.
The report should be referenced using the RGU Harvard system of referencing. Use the library guide on referencing and adhere to these guidelines. It is expected that a wide range of sources will be used, including journal articles.
Appendices should support the man body of the report – not replace the report. All key aspects of discussion should be drawn into the body of the discussion. In addition, the appendices should be capable of being understood on their own. Any tables, figures or supporting images should be included in the body of the report and not the appendices.
Extensions to assignment deadlines:
Extensions will not be granted for any other reason than medical difficulties (for which a doctor’s letter or other evidence will be required) or significant personal problems. Any requests for extensions should be made to the year tutor or course leader.
Computing, library, job problems etc do not generally constitute sufficient reasons to grant extensions to assignments

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