Assessment 2 – Marketing Plan Development

Rationale

Practical exercises assess students’ ability to apply theoretical learning to practical, real-world situations.

Marketing Plan Outline

Students must provide an outline of their marketing plan two weeks prior to submission.

Overview

In this assessment students must research three similar current products in one of the below markets:

Current Human Resource Management

• Coffee franchises (Starbucks, Gloria Jeans, etc.)
• iPad like tablets
• mobile telephones
• social media providers (Vine, Instagram, etc.)
• (to be determined by the subject lecturer).

Students must look for gaps in the product’s market and deliver a presentation that describes the three products and identifies appropriate market alternatives.

The student must:

• identify the three products and their marketplace
• explain the positioning of the three products in that market
• identify possible gaps in the products’ market
• identify at least two alternative marketing strategies for these products to address the identified gaps.
• develop a visual presentation on their two marketing strategies (minimum) and present it to the class.

International Human Resource Management

Students must use the Marketing Plan template provided to address the required elements of their marketing strategy and provide a 1,500-word written Marketing Plan Development.

Instructions

• Use a SWOT analysis when looking at gaps in the current product market
• Following the SWOT analysis develop a marketing plan for the market alternatives identified
• Consider in your analysis the marketing environment in terms of the internal and external forces
• Explore the marketing metrics and what return on investment metrics can be measured

Marketing Plan Development Presentation

A 10–15 minute in-class presentation must be developed on your Marketing Plan Development Strategy.

The presentation must (at a minimum) address the following areas:

• identify the three products and their marketplace
• explain the positioning of the three products in that market
• identify the possible gaps in the products’ market
• explain the two alternative marketing strategies for these products to address the identified gaps.
• how the plans are to be implemented
• how the SWOT analysis was conducted.
• the marketing metrics and what return on investment metrics can be measured

The written report is required by the end of Week Ten with the presentations to be conducted over the following weeks.