Marketing plan

Topics: Marketing, Product differentiation, Strategic management Pages: 32 (4252 words) Published: May 6, 2014
Maldives Business School

Cover Sheet

BTEC HND/Associate Degree in Business (Management/HR/Marketing) The student must fill the relevant parts of the following table. Student First Name
Student Last Name Student ID
Date issued
Date submitted
Abdulla Ali
16th March,2014
18 Apr. 2014
Statement of authenticity
I, the above named student, hereby confirm that this assignment is my own work and not copied or plagiarized. It has not previously been submitted as part of any assessment. All the sources, from which information has been obtained for this assignment, have been referenced in the Harvard format. I further confirm that I have read and understood the Maldives Business School rules and regulations about plagiarism and copying and agree to be bound by them.

Assignment summary information
Unit 4: Marketing Principles
Assignment reference
Assignment type
This is an individual assignment.
Submit on
Do on
Task 1: (LO1, LO2,LO3, LO4): Plan: Marketing Plan
18 Apr. 2014
Task 2: (LO4): PPT: Marketing Presentation
28 Mar. 2014
29 Mar. 2014
An extension must be applied for in writing by individual students and will only be granted for valid Extensions
Late submissions
Late submissions will be marked for all grades but will incur a fine of MVR 500. Assessor(s):
Mr. Sandeep Sikerwar Internal verifier:
Adam Umar
Assessor(s) please fill the table below AFTER the evaluation. Assessment criteria

Assessor’s Decision

Internal Verifier’s

P 1.1
P 1.2
P 1.3
P 2.1
P 2.2
P 3.1
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Sandeep Sikerwar
Date: __/__/__
This is the cover sheet for your assignments. Your assignment will be rejected if it does not have this cover sheet.

Ajumal Abdulla Ali / Student ID 914

Page | 1

Ajumal Abdulla Ali
18 April 2014

Ajumal Abdulla Ali / Student ID 914

Page | 2

Chapter 1 Executive summary
Chapter 2 Company Introduction
Chapter 3 Elements of marketing Process
A. Marketing audit
B. Integrated marketing
C. SWOT Analysis
D. Marketing objectives
E. Marketing plan
F. Marketing mix
G. Target markets
H. Scope of marketing

Environmental analysis.



K. Options

Chapter 4 Marketing orientation
Chapter 5 PESTEL analysis and impact on marketing decisions
A. Macro environmental factors
B. Micro environment factors

1. Stake holders
2. porters five forces
Chapter 6 Market segmentation and target market
1. Primary Target market
2. Secondary market

Ajumal Abdulla Ali / Student ID 914

Page | 3

Chapter 7 Targeting strategy
Chapter 8 Analysis buyer buying behavior
Chapter 9 New market positioning
Chapter 10 Product development process.
1. Original concept
2. Screening of ideas
3. Business analysis
4. Concept definition
5. product development
6. marketing mix issues
7. market testing
8. pilot launch
9. roll out
Chapter 11 Marketing mix
Chapter 12 Distribution process
Chapter 13 Pricing policy
Chapter 14 Integrated promotion mix
Chapter 15 Extended marketing mix
Chapter 16 Consumer market versus business market

Ajumal Abdulla Ali / Student ID 914

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Executive summary
Marketing plan is a written strategy used by the marketing department for the selling of products

and services of a business, it is a reflection of the business on how serious a company is in meeting competitors head on.
Having a good marketing plan will help improve your odds against experienced rivals and new entrants. Planning enables you to recognize and take action on various trends and consumer preferences that other companies have overlooked or completely ignored and to develop and expand your own select group of loyal customers.

This article will talk about the various elements in creation of a...

Bibliography: Adcock, D., 2000. Marketing strategies for competitive advantage. England: John Wiley &
Sons ltd.
Akrani, G., 2011. Scope of Marketing Research (MR) - Branches / Areas of MR. [Online]
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Amidor, T., 2013. [Online]
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BPP learning media Ltd, 2010. Business Essentials marketing principles. United kingdon: BPP
learning media.
Fleischner, M., 2014. 10 Key Components of a Marketing Plan. [Online]
Available at:
indexmundi, 2013. Maldives Demographics Profile 2013. [Online]
Available at:
Investopedia, 2014. Market Orientation. [Online]
Available at:
James Manktelow, A. C., 2014. the marketing mix and 4p 's. [Online]
Available at:
Lake, L., 2014. [Online]
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Maldives Industial Fidheries Company, 2014. [Online]
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Nazeer, A., 2011. [Online]
Available at: Abdulla Ali / Student ID 914
Newton, C., 2014. [Online]
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PENDERGRASS, K., 2013. marketing objectives. [Online]
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Richards, L., 2014. [Online]
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Sherman, F., 2014. [Online]
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Theodore N. Beckman, W. R. D., 1967. Marketing. 7th ed. New tork: Ronald Press.
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