Marketing Plan For Mrs Fields

Purpose of the Task

The purpose of the task is to develop an understanding of Marketing Plans.

Description of the task

A marketing plan is a written statement of a marketing strategy and the time-related details for carrying out the strategy. It should detail the following:

• What marketing mix is offered, to whom is it offered (i.e. the target market) and for how long is it offered?

• What company resources (shown as costs) are needed at what rate (monthly perhaps)?

• What results are expected (sales and profits or other organizational goals, perhaps monthly or quarterly)? (Quester et al, 2007, p.56).

You are required to follow the contents of a marketing plan (see Kotler et al., 2007, pp.118 -127) to complete this assignment.

Students are required to select an organisation in Australia in consultation with your tutor and undertake research on that specific organisation. The plan should outline the organisations activities and clearly link to the contents provided below.

This assessment should progressively be completed on a weekly basis as the plan includes areas on the topic, you are required to undertake research on the organisation beginning Week 2 and report back to your tutor on the findings in the tutorial class.

The plan should include following contents:

First Draft (500 words) is due in Week 4 and should include the points below:

1. Company and industry background. Select a specific organisation in consultation with your tutor and provide the company background as well as the industry background

2. Current marketing situation - competitive situation, micro and macro-environment (Chapter 5)

Second draft (500 + 1000 words) is due in Week 7 and should include the points below

3. Current marketing situation (cont.) вЂ" consumer (Chapter 7), distribution situation

4. Marketing objectives (Chapter 3)

5. SWOT and issue analysis and issues faced (Chapter 5). The SWOT analysis is to be in the appendix. The SWOT analysis is to be summarised and analysed in the report.

6. Marketing Strategy-Segmentation, targeting and positioning (Chapter 10)

7. Marketing Research (Chapter 6)

Final Completed assignment (1500 + 500 words) is due in Week 10. Marks will be awarded progressively in Week 4, Week 7 and Week 10.

8. Product (Chapter 11 & 12)

9. Pricing (Chapter 13)

10. Marketing Distribution (Chapter 14 & 15)

11. Marketing communication (Chapter 16)

12. Executive summary and table of content (To be placed at the beginning of the report after the table of contents)

Note: Refer to Chapter 4 of Kotler et al. for more details of the points given