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Please write a Report strictly in the below given format for the above mentioned Organization.
Note: Excellent marketing plans read as a picture story-book with a clear narrative, and are substantiated with analysis of appropriate data/information throughout. They include a blend of academic and industry/digital references. Marketing models are the visual evidence of detailed and insightful analysis. Ensure you reference every claim to knowledge you make, and that you explain every bit of evidence provided. If you present a model, ensure you inform the reader how and why this is relevant. Evidence of marketing theory and concepts throughout is provided both via the use of marketing terms, models, references and in the manner you interpret meaning from data and information. Marketing planning has the design thinking process embedded. This provides a relevant guide for you.
A marketing plan consists of a Situation Analysis and a Strategic Marketing Plan
EXECUTIVE SUMMARY (A one-page stand-alone overview of this plan, from problem identification to strategy and implementation and controls)
SITUATION ANALYSIS
External Analysis (Empathy–know customer: research and industry-wide behavior/trends)
· Industry – Five forces industry analysis (Porter)
· Competition – Levels of Market competition
· Consumer– Perceptual Map of (include competitors) (e.g. price v quality)
· Consumer – Market Segmentation (evaluate market segments)
· Consumer – Primary/secondary research provides insight to behavior/motives
· PESTLE (political, economic, socio-cultural, technological, legal and environmental). For global organizations consider LONGPESTLE: Local, national and global versions of the PESTLE across jurisdictions.
· ERS (ethics, responsibility, sustainability) – incorporates CSR
· Trends – establish trends across consumer behavior, innovation, value chain, ERS/CSR, and integrated marketing communications (IMC).
Internal Analysis (Identify Strengths and Weaknesses)
Critical Success Factors
Marketing orientation
Marketing mix (4P’s or 7P’s) – evaluate the status quo relative to trends
Ansoff Matrix – establish current marketing strategy relative to industry trend/empathy
BCG Growth-Share Matrix – establish how each product line or chosen SBU is performing in the market to illuminate strategy recommendations
SWOT Analysis (Define the problem: assessment of external opportunities and threats and internal strengths and weaknesses, leads to a deeper understanding of the marketing problem/issue facing the organization.
TOWS Analysis (Ideation of marketing objectives)
Develop three objectives and select one to pursue for your marketing plan
SWOT Analysis
Define the problem: assessment of external opportunities and threats and internal strengths and weaknesses, leads to a deeper understanding of the marketing problem/issue facing the organization.
Objectives
Develop three objectives and select one to pursue for your marketing plan.
STRATEGIC MARKETING PLAN
Segmentation/Target Segments
• Analyse target segments (i.e. target markets)
• Perceptual mapping – if relevant to pursue in depth the target segment(s) you are pursuing with this marketing plan
TOWS Analysis
• Having narrowed your consumer focus it may be relevant to revisit your TOWS analysis to establish how best to ideate for your chosen target segments.
Strategic Ideas
• Develop a number of strategic alternatives (they may be complimentary or alternatives)
• Choose your preferred strategy(ies)
• Develop a detailed marketing mix for your chosen strategy or complimentary strategies
Implementation
Provide an implementation program of timing and budget (estimation is fine or relative size such as percentage of marketing budget for each item).
Controls
Contingency plan and measurement (state as a process, keep this section brief).
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