International Marketing Planning Assignment Malaysia

Assignment Brief

Outline Marketing Plan
Word Limit: 2,500 (70% of Final Mark)

Your task is to prepare an outline marketing plan for an organization of your choice. This “outline” marketing plan is shorter than a full-length professional plan but should still reflect a strategic and comprehensive approach.

Key Points:

1. Scope: The plan will cover marketing activities for the next 12 months.
2. Focus: The plan must target one geographic market and one target segment.
3. Structure: All sections must flow logically and cohesively, narrating a clear story.
4. Word Count: The word count includes everything in the main body of the text (headings, tables, citations, quotes, etc.) but excludes the reference list. The word count must be stated on the first page. Adhering to the word count is crucial and will be considered in marking.

Sections of the Marketing Plan

1. Introduction to the Organisation (Approx. 100 Words)

Provide a brief overview of the organisation to set the context. Mention:

• Name and type of organisation
• Brief history and location(s)
• Size and core business activities

2. Situational Analysis (Approx. 500 Words)

Explain the organisation’s current market position, drawing on:

• Key findings from your market audit and SWOT analysis.
• Justification for the selected target market and geographic market.
  Reference your appendix as necessary.

3. Marketing Objectives (Approx. 100 Words)

Define what the organisation aims to achieve through its marketing activities. Ensure objectives are:

• Aligned with the organisation’s strategic goals.
• SMART (Specific, Measurable, Achievable, Relevant, Time-bound).

4. Marketing Strategy (Approx. 750 Words)

Detail the strategy to achieve the marketing objectives, including:

• Competitive strategies.
• Segmentation, targeting, and positioning (STP).
• Use theoretical frameworks to justify your approach.
  Limit your discussion to one target market and one geographic region.

5. Tactics (Approx. 750 Words)

Outline the tactics to implement the chosen strategy using the marketing mix:

• 4Ps: Product, Price, Place, Promotion.
• Additional Service Ps: People, Physical Evidence, Process.
  Ensure tactics align with the strategy—for example, a premium product should have high-end pricing and luxury branding.

6. Action Plan (Approx. 100 Words)

Provide a brief plan for implementation, including:

• A timeline for activities.
• Key tasks and allocation of responsibilities.
  (No budget estimate is required.)

7. Control Plan (Approx. 200 Words)

Explain how you will monitor and measure performance, covering:

• Performance metrics.
• Risk management.
• Ongoing market scanning.

Additional Requirements

Reference List

Include a full reference list following Harvard referencing protocols.

Appendix

Use appendices for supplementary analyses (e.g., SWOT, PESTEL, competitor analysis, risk assessment, etc.).

• Appendices must not exceed 5 pages.
• Appendices are not part of the word count but must be referred to in the main body of the plan.

Learning Outcomes and Assessment Criteria

The following Learning Outcomes (LOs) will be assessed:

1. LO1: Critically evaluate macro and micro environmental issues that inform strategic marketing planning.
2. LO2: Make informed decisions on segmentation, targeting, and positioning (STP) within the marketing plan.
3. LO3: Develop an implementation and control plan using appropriate theoretical frameworks.

Formatting Guidelines

• Font/Size: Arial, 12 pt.
• Spacing: 1.5 line spacing, single-sided text.
• Page Numbers: Include page numbers.
• Margins: Minimum of 2.54 cm on left and right, justified text alignment.
• Referencing: Full compliance with Harvard referencing protocols.
• Word Count: Clearly state the word count on the first page.

Answer

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