You are required to prepare a comprehensive marketing plan. The objective of this assignment develop a marketing plan for YOUR company: Marketing Assignment, HWU, Malaysia


Heriot-Watt University (HWU)

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Individual Assignment



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As part of your marketing course, you are required to prepare a comprehensive marketing plan. The objective of this assignment develop a marketing plan for YOUR company, you can choose from one of the following purposes:
a) For launching a new product/service for your company
b) For relaunching an existing product/service in another market
c) To analyze the marketing strategy that was used to launch a product or service.

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Your marketing plan should follow the format given and contain the following sections:

1. Executive Summary:
– Brief overview of the entire marketing plan.
– Highlights key goals, strategies, and anticipated outcomes.

2. Business Description:
– Overview of the company, its mission, and vision.
– Brief history and background information.
– Description of the products or services offered.

3. Market Analysis:
– Industry overview and trends.
– Analysis of the target market, including demographics, psychographics, and behavior.
– Examination of competitors and their strengths and weaknesses.
– SWOT analysis (Strengths, Weaknesses, Opportunities, Threats).

4. Marketing Goals and Objectives:
– Clear and measurable goals aligned with the overall business objectives.
– Specific, achievable, and time-bound objectives.

5. Target Market Strategy:
– Detailed description of the target audience.
– Positioning strategy to differentiate the product or service in the market.

6. Marketing Mix (4Ps):
– Product: Features, benefits, and life cycle.
– Price: Pricing strategy and rationale.
– Place: Distribution channels, logistics, and availability.
– Promotion: Advertising, sales promotions, public relations, and marketing communications.

7. Marketing Budget:
– Detailed breakdown of the budget for each marketing activity.
– Allocation of resources for advertising, promotions, and other initiatives.

8. Implementation Plan:
– Detailed plan outlining how each marketing strategy will be executed.
– Timeline and responsibilities for each task.

9. Monitoring and Measurement:
– Metrics and key performance indicators (KPIs) to assess the success of the marketing plan.
– Regular monitoring and evaluation procedures.

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