#代写市场营销战略报告:MKTG3000 Written Individual Strategic Marketing Plan

Suggested Outline & Instructions:
Title/Cover Page: This should be formal with the student’s name, number and course name/code,
as well as being aesthetically appealing.
Executive Summary Weighting: 3%
• Summarizes the whole report – covers all major issues, findings, recommendations and
TOC (Table of Contents): Use of numbered headings and subheadings with page numbers. This is
an expected element of report writing.
Introduction Weighting: 2%
• The report is to overview the purpose/reason and structure of a new 12-month term
marketing plan.
Opportunity Identified Weighting: 10%
• Outline in detail what the opportunity identified is and how/why it is feasible – taking into
consideration the financial and marketing capabilities of the organisation, competitive
readiness and market needs.
• Highlight the SBU that the report will focus on and integrate the BCG Model.
• Justify how this opportunity will align within the current business portfolio taking into
consideration the RBV (Resource-Based View) and exploit/build upon the company’s current
Marketing Assets and Capabilities – using the textbook models.
Identify Competitive Advantage Weighting: 15%
• Based on the selected opportunity regarding the current situation of the company you have
analysed via the SWOT (group situation analysis), describe how this marketing plan will
strategically fit with the organisation’s overall business plan (use of Porter’s Generic Strategy
Model, Tracey & Wiersema’s Value Disciplines and Ansoff’s Growth Matrix model).
Marketing Objectives Weighting: 10%
• Develop 2-3 Marketing Objectives: Clearly state up to three objectives that will assist in
implementing the opportunity/issue identified for the forthcoming 12 months using
S.M.A.R.T. goal setting criteria. Explain how these goals link to the identified issues.
Segmentation, Target Market(s) and Positioning Weighting: 20%
MKTG3000 Written Individual Strategic Marketing Plan: Instructions & Rubric
• State and justify which segment(s) you intend to target and how will you position the
product/service for the target market(s).
o Outline the segmentation bases that are most feasible to segment the market with
homogenous consumer behaviour influences, needs, wants, and demands.
o Develop a target-market profile and determine the type of target marketing strategy
to be employed.
o Determine the positioning strategy, and using a spider graph or positioning map,
outline how the SBU will sit in consumers’ mind compared with their closest
Appropriate Marketing Mix Weighting: 20%
• Develop each element of the Marketing Mix to create strategies to achieve the objectives for
the opportunity outlined.
• Outline the elements and tools that would be best used and the links between the marketing
mix elements in your plan to create a cohesive and implementable plan.
o Ensure you apply appropriate marketing concepts and frameworks to demonstrate
the development of each of the 7 Ps strategy. (Note: Whilst some Ps may be more
important than other Ps, you need to still cover each P.)
Implementation & Control Issues Weighting: 10%
• Develop an Action and/or Gantt chart to show the operational tasks of who will perform
what tasks, including a timeline of when the strategies/tasks will be implemented.
• Attempts should be made to provide KPIs to monitor the performance of each marketingmix element’s implementation. Quantifiable metrics are those to which numbers can be
attached, such as the numbers of sales leads obtained, customers reached and dollar
amounts (sales) achieved. Qualitative factors include measures of customer satisfaction.
• Identify and briefly analyse any potential global, ethical and social factors that may need to
be considered in the implementation of your marketing plan tactically and strategically by
the company.
Conclusion Weighting: 3%
• It should link the report by providing finality to the significant elements, drawing attention to
the main points of the report and reiterating how it has achieved the purpose stated in the
introduction of the report.
Report Format Weighting: 7%
• Suitable and formal report structure, including headings and subheadings.
• Format (12-point font, 1.5 spacing and 2.5cm margin).
• In text citations and reference list (APA Style) is correct and appropriately applied.
• Use of quality sources/references.
• Appropriate explanation and application of relevant frameworks and theories to support
marketing activities.
• Word count should not be excessively outside of the suggested parameter. All information
required is included, pertinent to reader comprehension and written succinctly.

建议的大纲和说明: 标题/封面页:应当正式,包括学生的姓名、学号和课程名称/代码,并具有美感。 执行摘要 权重:3%

  • 总结整个报告——涵盖所有主要问题、发现、建议和结论。 目录(TOC):使用编号的标题和子标题以及页码。这是报告写作的预期元素。 引言 权重:2%
  • 概述新12个月营销计划的目的/理由和结构。 识别的机会 权重:10%
  • 详细说明识别到的机会是什么以及其可行性——考虑到组织的财务和营销能力、竞争准备情况和市场需求。
  • 突出报告将关注的战略业务单元(SBU),并整合BCG模型。
  • 证明此机会如何在当前业务组合中保持一致,考虑到资源基础观(RBV),并利用/扩展公司的现有营销资产和能力——使用教科书模型。 营销策略: 识别竞争优势 权重:15%
  • 基于您通过SWOT(小组形势分析)分析的公司现状,描述该营销计划如何与组织的整体业务计划战略契合(使用波特的通用战略模型、Tracey & Wiersema的价值纪律和Ansoff的增长矩阵模型)。 营销目标 权重:10%
  • 制定2-3个营销目标:明确提出多达三个目标,以协助实施识别到的机会/问题,使用S.M.A.R.T.目标设定标准。解释这些目标如何与识别到的问题相关联。 细分、目标市场和定位 权重:20%
  • 陈述并证明您打算针对哪些细分市场以及如何为目标市场定位产品/服务。
    • 概述最适合细分市场的细分基础,以具有同质性消费者行为影响、需求、愿望和需求。
    • 制定目标市场档案,并确定要采用的目标营销策略类型。
    • 确定定位策略,使用蜘蛛图或定位图,概述该SBU在消费者心目中相对于其最接近的竞争对手的位置。 合适的营销组合 权重:20%
  • 开发每个营销组合元素,以制定实现所概述机会的目标的策略。
  • 概述最适合使用的元素和工具,以及计划中营销组合元素之间的联系,以创建一个连贯且可实施的计划。
    • 确保应用适当的营销概念和框架,以证明每个7P策略的发展。(注意:虽然某些P可能比其他P更重要,但您仍然需要覆盖每个P。) 实施和控制问题 权重:10%
  • 制定行动计划和/或甘特图,以显示谁将执行哪些任务的操作任务,包括何时实施策略/任务的时间表。
  • 应尽量提供KPI来监控每个营销组合元素实施的绩效。可量化的指标是可以附加数字的,例如获得的销售线索数量、到达的客户数量和实现的金额(销售额)。定性因素包括客户满意度的衡量标准。
  • 确定并简要分析在战术和战略上实施您的营销计划时可能需要考虑的任何潜在的全球、道德和社会因素。 结论 权重:3%
  • 它应通过提供报告的重要元素的终结性,强调报告的主要要点,并重申如何实现报告引言中陈述的目的来连接报告。 报告格式 权重:7%
  • 合适和正式的报告结构,包括标题和子标题。
  • 格式(12号字体,1.5倍行距和2.5厘米边距)。
  • 正确和适当地应用文内引用和参考文献列表(APA风格)。
  • 使用优质的来源/参考文献。
  • 适当解释和应用相关框架和理论以支持营销活动。
  • 字数不应过多超出建议参数。所有所需信息均包括在内,相关读者理解,并简明扼要地撰写。

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