Before you start to write, please read this handbook more carefully. If you have any questions please contact me. This marketing plan need pay attention to detail and all stages of marketing plan. Course work (Weighting 70%) The individual assignment should be in report format The report should be 6000 words in length (+/- 10%), excluding any appendices. Attention: The business I choose for this marketing plan is called Milward Teverini, the category belong to interior decorator. The category is fixed, cannot change. If writer know the business which belong to interior decorator and it is independent retailer, in United Kingdom no other branch and familiar with them. You can contact me we could discuss it and change it. Because make marketing plan may use some information from owner. But category is interior decorator. If not, you should use Milward Teverini, this business. For my select business website is here: you can find its product and service. http://www.milwardteverini.com/our-expertise/. Marketing plan Requirement: please read it carefully before you start to write You are being hired as a marketing consultant by an independent retailer, in United Kingdom. They need to increase their revenue generation and profits. Also they need to positioning their organization to gain competitive advantage. You have been asked to produce a detailed marketing plan for one-year together with an outline plan for the following three years. Students are required to: demonstrate an understanding of all the aspects of marketing planning. You should therefore include a comprehensive marketing audit, credible SMART marketing objectives, and strategies including clear segmentation, targeting and positioning, growth strategies and focused differentiation for survival and competitive advantage. The recommendation on the stated objectives and strategies should be clearly addressed using marketing mix and the extended marketing mix. Students should also, where necessary incorporate concepts such as Sevicecape, S-D logic and Co-creation. All the marketing activities should be shown in the form of a Gantt chart. This can also be used to show the financial implications by way of stating clear revenue projections and costs of individual proposed marketing activities. You are required to carry out necessary secondary research. Also if necessary depending on the organization s objectives and strategy you may wish to carry out primary research (Please note that an ethics form should be submitted in advance, in order to carry out any primary research via Moodle). Research should not commence until ethical form is submitted and has obtained the approval of Business School Research Ethics Committee). Note extra marks will be awarded for extra effort and initiative. You are also expected to demonstrate your knowledge of how theory can be utilized in practice i.e. all stages of a marketing plan The presentation and structure of the marketing plan must have a professional outlook. The report should cover the following sections: please read carefully of each requirement. Every detail needs attention. NOTE: You must apply all marketing principles, when writing the marketing plan that is worthy. If you are writing this for a client, will they be willing to pay for it? Item Suggested Word Count 1 Executive Summary Does this provide a good summary of the report and encourage further reading? You need to think about the audience, creativity, and competitive advantage. Find a way to make sure that your marketing plan stands out from the crowd. 250 2 Introduction This should set the scene for the reader. Clear & succinct, it lays out what is to come, and could make reference to your own research findings. (Do not include the description and information of the organization here. But make sure they are included in the Appendices for tutors). 150 3 Situation Analysis Quality and relevance of audit (internal & external) Clear headings and only relevant information is needed here. Remember, when you are doing your analysis, you need to discuss this in relation to the organization or business and the target market. There is no point just writing PESTEL factors. Therefore you need to discuss how they influence the business, their current and potential customers. Porter s five forces industry analyses need to conduct in order to ascertain the current competitive position of the business. What way the analysis is helping you in this process. Now do the SWOT analysis. These should be discussed in relation to target market and competition. 1300 4 Aims and Objectives Both corporate and marketing objectives must meet SMART criteria. These should be listed and clearly identified, and linked to the controls. 500 5 Appropriateness of segmentation, targeting and positioning. Growth strategies. Generic strategies Who is your target market? You need to explain why as well. Explain the chosen segmentation criteria with justification. Who are the competitors? What is your organization s current positioning in relation to the competitors? Is it unique enough to give you competitive advantage? If not, what are you suggesting? Why? You need to show current and future positioning using perceptual maps. What is the communication theme (tag line)? Which strategies are recommended for survival and growth? Which theoretical framework is more appropriate in order to achieve the stated objectives? Why is it important to have a focused differentiation? 1000 6 Implementation The 4P or 7P framework is a good starting point. What specifically are you going to do in terms of promotion, price, distribution & product, people, processes and physical evidence? What about servicecape? Are there any co-creating opportunities? How? These should be used to achieve the objectives that you have set earlier. Also need to consider the costs, and resources constraints. Here, need to be creative. Also must think of how to use digital technologies and media, effectively. All the marketing activities schedule should be included in a Gantt chart with the anticipated revenues and costs. 2500 7 Contingencies and Controls Effective controls in place. (Link to your objectives.) A financial plan is included. (Give details in the appendix.) 300 8 Reference list (Use the correct Harvard Referencing format) 9 Appendices Background of the firm Any research evidence Other appendices 10 Overall Content Presentation & structure of the reportUse Times Roman pt. 12, with 1 ® or double spacing.Pages MUST be numbered.Headings and sub-headings should be clear and visible.Reference your work throughout, using the Harvard system.Spell- and grammar-check carefully.The text should flow smoothly, with each section leading naturally and logically to the next. Total Words 6000 The detailed content I put here, you need follow this content to write the marketing plan. This content is provided by tutor. The content is fixed, cannot be change .For the marketing mix, swot analysis, Porter s five forces and PESTEL analysis are really important, these wrong the marketing plan will fail. And your strategy is more important as well. ?ª?use this structure below, not from example?ª? Contents PagePage numbers Executive Summary (250) Terms of Reference 1.Introduction (150) 2.Mission Statement 3.Market Overview (Mintel is a useful tool in market overview) 4.Target Market 5.Marketing Audit (each section not only include pullet point, which will put in the appendix. but also need fully analysis) (1300) 5.1 PESTEL Analysis of Milward Teverini 5.2 Strengths and Weaknesses (Internal analysis) SWOT Analysis 5.3 Opportunities and Threats (SWOT Analysis) 5.3 Industry analysis (Porter s five forces) 5.4 Competitor Analysis 5.5 Key Threat and Opportunities Analysis (need write opportunity Matrix and threat Matrix, put them in the appendix) 6.Long term Objectives (strategic Objectives- including the assumptions) 7.Long term Strategy/Strategies (STP, Growth strategies, Generic Strategies) 8.Marketing objectives for the first year 9.Marketing Strategies for the first year 9.1Positioning Strategy and theme or statement 9.2Branding Strategy 10.Strategy implementation ? Marketing Mix (2500) 10.1 Product Strategy 10.2 Pricing Strategy 10.3 Distribution Strategy (Place) 10.4 Promotional Strategy 10.4 Services strategies (Extended marketing mix) 11.Monitoring and Evaluation 12.Financial planning and Contingencies 13.Resource Requirements and Budgets (Gantt chart) 14.References 15.Appendix I also put marketing plan example, which are from previous student work. You can use it as a reference. Our tutor change and add some new contents. So please use the content I give it above. For the marketing plan example, our tutor said it is not good marketing plan, just give us as a reference. We need do better than that. For the reference, I am not sure how much reference should be used. I choose 15-20. You can adjust it depend on your experience. Our tutors said do not have much Internet recourse, the example use too much quote. And Mintel is a useful tool to analyze overall market. Meanwhile, I will upload my study note, you could read it in order to make marketing plan more professional. Because tutor need us to show our understanding of this course. Here is the Individual Course work Marking Criteria Feedback form Marking criteria for reviewing the article Comments Presentation and professional outlook of the marketing plan (5%) Corporate and Marketing Objectives (SMART) 5% Marketing Audit (micro and macro environmental Audit) 20% Strategic options and choices (Need to provide justification for the recommended strategies) STP, 5% Growth Strategies, 5% Differentiation strategies 5% Main differentiator ? Positioning including perceptual map and the Tag Line (5%) Marketing Mix (Need to provide detail information on marketing activities and expected outcomes. Need to consider extended marketing mix) 25% Monitoring and Evaluation (Need to be specific on measuring marketing performances 5% Resources (Schedule and Budget ? Detailed Gantt chart must be provided) 5% Financial and Contingency planning 5% Clarity of arguments with justifications Background reading and research 10% Referencing using ?Harvard system (This is part of professional presentation) Overall evaluation of the marketing plan Overall strengths Areas for improvements Here is the Generic Criteria for Marking Postgraduate work Marking Scale 0-100 Interpretation Criteria 80+ Work of exceptional quality (Excellent work) As below plus: Able to express an original reasoned argument in a lucid manner by reviewing and critiquing a wide range of material. Original, critical thinking based on outstanding insight, knowledge and understanding of material. Material contributes to current understanding and is of potentially publishable quality in terms of presentation and content Wide reaching research showing breadth and depth of sources. 70-79 Work of exceptional quality (Outstanding work) As below plus: Contains accurate, relevant material, demonstrates understanding of complex subject matter and is able to view it in a wider context. Shows originality and confidence in analysing and criticising assumptions, is aware of the limits of knowledge. Likely to add new insights to the topic and approaches the quality of published material. Evidence of extensive research, uses and presents references effectively Outstanding quality in terms of organisation, structure, use and flow of language, grammar, spelling, format, presentation, diagrams, tables etc. 65-69 Work of very good quality As below plus: Clear, balanced coherent critical & rigorous analysis of the subject matter. Detailed understanding of knowledge and theory expressed with clarity. Extensive use of relevant and current literature to view topic in perspective, analyse context and develop new explanations and theories. 55-65 Work of good quality As below plus: Detailed review and grasp of pertinent issues & a critical contextual overview of the literature. Thorough knowledge of theory and methods and uses this to underpin arguments and conclusions. Confidence in understanding and using literature. 50-55 Work of satisfactory standard Demonstrates grasp of key concepts & an ability to develop & support an argument in a predominately descriptive way with valid conclusions draw from the research. Familiarity with key literature which is cited and presented according to convention. Logical and clear structure, well organised with good use of language and supporting material. 40-49 Compensatable fail Some knowledge of relevant concepts & literature but significant gaps in understanding and/or knowledge. Little attempt at evaluation, conclusions vague, ambiguous and not based on researched material. Limited or inappropriate research. Deficits in length, structure, presentation and/or prose. 0-39 Failure No serious attempt to address the question or problem, and/or manifests a serious misunderstanding of the requirements of the assignment. Acutely deficient in all aspects.