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“Your task is to prepare information that may be used for a marketing plan.
Identify one product / service from your own business or from another business with which you are familiar.
Write a report about the selected product / service. In your report you should include:
Current marketing situation with background data on the market product competition and distribution. Keep this discussion brief.
Market analysis through a SWOT analysis. Make sure to discuss the SWOT analysis adequately.
Objectives with goals for sales volume market share and profit. These goals should be realistic but may have to be somewhat hypothetical because of lack of time and absence of market research to provide better ones.
Marketing strategy with details of the 4Ps (i.e. Product Place Price Promotion) and with justifications based on the above.
A brief discussion of the Integrated Marketing Communication issues which impact on competitiveness. These issues should be discussed from an implementation point of view.
Because this is a short assignment be careful to use your word limit wisely. There is no need to focus on the details of action plans projected profit and loss figures and controls (although these are important in the real world of course).
Note: In a real world marketing plan it is unlikely that you would use referencing. While you might not use referencing in an actual marketing plan you would definitely source your information from various company/industry reports and from journal articles. In this assignment you are required to make the use of such sources explicit through referencing.
Important Assignment Instructions
The required word length for this assignment is 2500 words (+/- 10%).
In terms of structure presentation and style you are normally required to use:
AIB standard report format; and
AIB preferred Microsoft Word settings; and
Harvard style referencing (which includes in-text citations plus a reference list).
These requirements are detailed in the AIB Style Guide.
Reference lists for AIB assignments / projects normally contain the following number of relevant references from different sources: 6-12 (for MBA assignments).
All references must be from credible sources such as books industry related journals magazines company documents and recent academic articles.
Your grade will be adversely affected if your assignment contains no/poor citations and/or reference list and also if your assignment word length is beyond the allowed tolerance level”