Master of Business Administration



Lahore School of Economics

Master of Business Administration

Marketing Management

1 Project

Date for Submission: Last week

2

Assignment Brief

1 Assignment Task

Instructions

For ONE of the following five brands, compile a SWOT analysis based on an Internal and External analysis. Develop a marketing plan for the brand to address the needs of a new strategic business unit intended to operate in a country or economic area with which you are familiar. It should be structured around the sections and sub-sections outlined below. Students should take account of the marks for each section and the marking criteria when writing their marketing plan.

Note: Strategic Business Unit Definition

“A business unit within the overall corporate identity which is distinguishable from other business because it serves a defined external market where management can conduct strategic planning in relation to products and markets.

A Strategic Business Unit can encompass an entire company, or can simply be a smaller part of a company set up to perform a specific task. The SBU has its own business strategy and objectives, and these will often be different from those of the parent company."

London South East (2011). Strategic Business Unit Definition [Online]. Available from -  .

Please choose ONE of the following five brands:

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|Section |Sub-Sections |Corresponding Learning Outcome(s) |

|Situation Analysis |External Analysis: PESTLE analysis |Critically evaluate the information needs |

|(30%) | |of the marketing function in terms of its |

| | |contribution to the strategic processes |

| | |and tactical decision-making. |

| |Internal Analysis: Analysis of the brand’s core competencies. | |

| |SWOT analysis: Based on the internal and external Analysis, produce a SWOT | |

| |analysis | |

|Marketing Objectives |New Product: brief description of the brand. |Develop and implement marketing plans for |

|(10%) | |a product or service; Establish a broad |

| | |base of marketing knowledge and the |

| | |strategic implications. |

| |Marketing Objectives: these should be specific, measurable, attainable, realistic| |

| |and set within a given time frame (SMART). | |

|Marketing Plan |Segmentation of the market: apply relevant segmentation criteria. |Develop and implement marketing plans for |

|(50%) | |a product or service; |

| | |Reflect an international perspective and |

| | |the global context of decision making in |

| | |marketing planning; |

| | |Evaluate the appropriateness of e-business|

| | |strategies. |

| |Target Market: describe the chosen target market, explaining why it is attractive| |

| |to the brand. | |

| |Positioning and Differentiation: Explain how the target market should perceive | |

| |the new product. | |

| |Marketing Mix: Outline the product, pricing strategy, promotional strategy and | |

| |the distribution plans. | |

| |Marketing Mix – Global and E-Business: Outline how the marketing mix could be | |

| |expanded for the global market. Explain how the marketing mix will use | |

| |e-business. | |

|Marketing Budget |Using your promotional plans as a basis, calculate the costs of marketing the new|Develop and implement marketing plans for |

|(10%) |product. |a product or service. |

|In addition, 10 marks will be allocated to the overall presentation of the report. |

Word Limit

4000 words (maximum) excluding the title page, reference list and appendices. Penalties will be applied for assignments exceeding the word limit by more than 10%. You are required to detail the exact word count on the Title Page of the assessment. Please also carefully note the University regulations on plagiarism.

Marking Criteria

Learning Outcomes assessed: all

|Heading |Section |> 69% |60 – 69% |50 – 59% |40 – 49% |< 40% |

|Situation |External Analysis: |Analysis is very |Analysis is through, |Analysis could be |Analysis could be |Analysis not |

|Analysis |consider the |methodical, uses a |uses a variety of |more thorough, uses a|more thorough, uses a|thorough, uses a poor|

| |customers, competitors|wide variety of |sources, is relevant |range of sources, is |range of sources, is |range of sources, is |

| |and the univerity’s |sources, is relevant |to university and |relevant to |not relevant to |not relevant to |

| |macro environment. |to university and |identifies |university and |university and |university and |

| | |identifies |opportunities and |identifies some |identifies limited |identifies limited |

| | |opportunities and |threats. |opportunities and |amount of |amount of |

| | |threats. |Excellent competitive|threats. Good |opportunities and |opportunities and |

| | |Outstanding |analysis. Systematic|competitive analysis.|threats. Basic |threats. |

| | |competitive analysis.|analysis of the |Reasonable analysis |competitive analysis.|Lacking a competitive|

| | |Comprehensive |strengths and |of the strengths and |Weak analysis of the |analysis. Fails to |

| | |analysis of the |weaknesses of the |weaknesses of the |strengths and |analyse the strengths|

| | |strengths and |proposed product or |proposed product. Few|weaknesses of the |and weakness of the |

| | |weaknesses of the |service and the team.|marketing concepts |proposed product. Is |university. No |

| | |proposed product.. |Some use of relevant |used. |overly descriptive. |marketing concepts. |

| | |Well underpinned by |marketing concepts. | |Lack of marketing | |

| | |marketing concepts. | | |concepts. | |

|Marketing |Marketing Objectives: |Objectives are |Objectives are |Objectives are not |Objectives are not |The objectives are |

|Objectives |these should be |intelligently |clearly presented and|specific or |specific or |missing. If present |

| |specific, measurable, |formulated; clearly |use SMART guidelines.|measurable. They |measurable. They |is not adequate. |

| |attainable, realistic |presented and use |Reasonable |lack a time frame. |lack a time frame. |No description of the|

| |and set within a given|SMART guidelines. |description of the | |They are not |new product. |

| |time frame (SMART). |Effective description|new product. |Basic description of |realistic. Weak | |

| |New Product |of the new product. | |the new product. |description of the | |

| | | | | |new product. | |

|Marketing Plan |Positioning and |Excellent description|Very good description|Reasonable |Basic description of |Weak description of |

| |Differentiation: |of how the product |of how the product |description of how |how the product |how the product |

| |Explain how the target|should be perceived, |should be perceived, |the product should be|should be perceived. |should be perceived. |

| |market should perceive|with effective use of|with effective use of|perceived. | | |

| |the product. |perceptual maps. |perceptual maps. | | | |

| |Marketing Mix: Outline|The marketing mix is |The marketing mix is |The marketing mix is |There has been little|4 Ps poorly described|

| |the product, pricing |excellent and the 4Ps|well done and the 4Ps|basic with little |research into the |with little or no |

| |strategy, promotional |are intelligently |are well devised |detail. There has |market and there is a|research into the |

| |strategy and the |devised after |after research into |been some research |minimal description |market. |

| |distribution plans. |considerable research|the market. |into the market. |of the 4 ps. | |

| | |into the market. The| | | | |

| | |price is realistic, | | | | |

| | |the relationship with| | | | |

| | |distributors is | | | | |

| | |understood and there | | | | |

| | |is a detailed | | | | |

| | |promotional plan. | | | | |

| |Marketing Mix – Global|The global market has|There has been some |There has been a |There is a limited |There has been no |

| |and E-Business: |been very well |research into the |basic understanding |understanding of the |indication of how the|

| |Outline how the |researched and there |global market for the|of the global market |global market and |marketing mi could be|

| |marketing mix could be|has been an |new product and some |and this is reflected|very little |adapted for the |

| |expanded for the |intelligent |good points made on |in a basic discussion|adaptation of the |global context with |

| |global market. Explain|discussion on how the|how the marketing mix|of how the marketing |marketing mix to |little or no |

| |how e-business will be|marketing mix could |could be tailored. |mix could be |incorporate it. There|indication of how |

| |built into the |be tailored for the |There has been some |tailored. There is a |are a few ideas on |e-business could be |

| |marketing mix. |international market.|good discussion on |limited discussion on|how e-business could |used in marketing. |

| | |E-business strategies|how the marketing |how the marketing mix|be used in the | |

| | |for the new product |could incorporate |could incorporate |marketing mix. There| |

| | |have been very well |e-business. |e-business. |is limited research | |

| | |formulated. | | |underpinning the | |

| | | | | |answer. | |

|Marketing Budget|Using your promotional|Excellent research |The promotional costs|There has been some |Little research into |Promotional costs |

| |plans as a basis, |into the promotional |have been well |research into the |the promotional |estimated and poorly |

| |calculate the costs of|costs and very |researched and |promotional costs, |costs. Basic |presented. |

| |marketing costs of |effective |effectively |and a reasonable |presentation. | |

| |launching the new |presentation of the |presented. |presentation of the | | |

| |product. |figures. | |costs. | | |

|Overall presentation of the report. |High standard of |High standard of |A few, minor |Fair number of |Serious inadequacies |

| |written English. |written English. |deficiencies of |deficiencies of |in the use of English|

| |Citations and list of|Citations, list of |English. Citations, |English but not such |to point where |

| |references conform to|references conform to|list of references |as to render plan |meaning is unclear or|

| |Guidelines. |Guidelines. |conform to |incomprehensible. |citations not in |

| |Excellent |Presentation good |Guidelines. |Citations and list of|accordance with |

| |presentation and |with appropriate |Presentation |references conform to|Harvard Convention or|

| |appropriate title, |title, table of |acceptable with |Guidelines. |list of references |

| |table of contents. |contents |appropriate title, |Presentation |does not conform to |

| | | |table of contents |acceptable but |Guidelines or |

| | | | |inappropriate title, |presentation not up |

| | | | |table of contents |to MBA standard. |

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