Micro and macro environmental issues 

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Principles of Marketing 2016-2017 ESSAY GUIDANCE

 

 

Develop a marketing plan for a brand or product of your choice that will be launching in 2017 in the United Kingdom. You are required to write a 1,250 word essay on the:

.Background of the brand or product

.Micro and macro environmental issues

.Components of a marketing plan

.Competitiveness of the chosen market

 

Marketing Plan should include:

  1. Introduction
  2. Background of the choice of the brand or product
  3. Situation Analysis

 

SWOT, PESTEL and Competitors

  1. Marketing Strategy

Segmentation Targeting and Positioning

Marketing Mix

  1. Conclusion

 

 

INTRODUCTION

 

Give a brief outline of how you will deal with the topic and in what order

 

 

DEVELOP YOUR ESSAY

 

  1. Selected a brand or product of your choice

 

  1. Introduce the choice of the brand or product giving some background on it

 

  1. Identifying the sector in which it operates

 

  1. Make a SWOT analysis relating the Strengths and Weaknesses of the company to the Opportunities and Threats in the environment (SWOT), a Competitors analysis and a

PESTEL analysis. How is the brand or product of your choice turning Threats into Opportunities and overcoming Weaknesses with Strengths?

 

  1. Segmentation Targeting and Positioning

 

 

  • Have you identified the companies market segmentation approaches? Is it demopraphic, psychographic, behaviour etc?

 

  • Have you described the target markets for their product(s)/brand(s)?

 

  • Why do you think this/these particular targets are so attractive for the company?

 

  • Have you identified the brand or product positioning statement?

 

 

  1. Have you identified elements of the marketing mix as used in the brand or product

 

  1. Did you identified the company’s marketing strategy?

 

 

  1. Have you put your CONCLUSION

 

  • Have you summarised your essay highlighting your main findings?

 

  • Have you said why your conclusion is important to understanding the topic?

 

 

  1. REFERENCES / BIBLIOGRAPHY

 

Have you used AT LEAST 5 sources?

 

Have you used in text referencing?

 

Have you listed all the books, websites and other material you have referred to within the essay?

 

Have you used the correct format Harvard referencing style

 

 

 

PLEASE NOTE:

 

You should try and clearly demonstrated an understanding of the principles of

Marketing e.g. the marketing concept and why it is important to the organisation.

 

 

BE CRITICAL AS YOU WRITE? IS THE ORGANISATIONS MARKETING APPROACH EFFECTIVE? HOW CAN IT BE IMPROVED?

 

 

 

 -size 12
-space 1.5
-arial
-third person
-at least 8-9 references from articles, jOurnals, books with the same subject

-page numbers
-introduction
-Harvard references

-text and graphs