Unit 2: Marketing Processes and Planning

Assignment Brief 2

Student Name/ ID Number

Unit Number and Title Unit 2: Marketing Processes and Planning
Academic Year
Unit Tutor Dang Son Tung
Assignment Title Marketing Strategy and Application
Issue Date
Submission Date
Submission format
This is a group project. Each group has no more than 6 members.
This should be written in a course, formal business style using 1.5 lines spacing and
font size 12. You are required to make use of headings, paragraphs and subsections as
appropriate.
Part A: A briefing paper as a part of the situational analysis research to support the
marketing plan goals and objectives. Your research should be referenced using the
Harvard referencing system.

Please also provide a bibliography using the Harvard referencing system. The
recommended word limit is 1,000–1,500 words, although you will not be penalised for
exceeding the total word limit.

Part B: A completed marketing plan.

The recommended word limit is 3,000–3,500 words, although you will not be penalised
for exceeding the total word limit.

You are also required to pitch your group marketing plan. Each member will be
assessed individually during this presentation.
Unit Learning Outcomes
LO2 Compare ways in which organisations use elements of the marketing mix to
achieve overall business objectives

LO3 Produce a marketing plan for an organisation that meets marketing objectives

LO4 Develop a media plan to support a marketing campaign for an organisation.

Transferable skills and competencies developed

  Use appropriate business systems and software effectively to deliver
marketing outcomes efficiently, for example to analyse data, produce
reports, deliver copy.
 Produce a wide range of creative and effective communications, showing
ability to write and proofread clear and innovative copy and project
briefs, and give con dent presentations.
 Assimilate and analyse data and information from a range of sources to
support marketing activities.
 Ability to analyse and evaluate a range of business data.
 Commercial acumen based on an awareness of the key drivers for
business success.
 How to plan and deliver tactical campaigns against SMART (Specific,
Measurable, Achievable, Realistic, Time-bound) objectives.
 How to evaluate the effectiveness of marketing campaigns by choosing
the appropriate digital and online data sources.
 A creative and analytical mind, with a willingness to think of new ways of
doing things.
 Research skills for evidence-based decision making.

Vocational scenario
Organisation

X is a fast-growing brand in fashion market both in Vietnam and in global market. X can
be one of the following brands: Zara Vietnam; H&M Vietnam; Uniqlo Vietnam. Please
choose one which you would like to task with.

This fiscal year, the BOD of X organisation has chosen product development strategy
for Vietnam domestic market. That is to say, X is aiming at launching a new product in
order to increase its share of domestic market and strengthening its brand
position among competitors.

Role

Your group are members of company X’s marketing department.

You and your team have been assigned to research the competition and produce a
marketing plan based on your findings, to drive forward the marketing objectives for
the organisation.

Assignment activity and guidance

This assignment has two parts:
Part A: Comparison of Marketing Mix Strategy applied by X and competitor.

Compare how two different organisations within the same competitive market apply
the various elements of the 7Ps marketing mix. This will be submitted as a briefing
paper for the marketing team.

The briefing paper will evaluate how the marketing mix has been applied to achieve
business objectives, relating to the two organisations: X organisation and one of its
main competitors. This research will inform your situational analysis and enable you to
formulate marketing goals and objectives for your organisation based on the
comparative findings.

Part B: Marketing Plan

Produce a marketing plan to meet marketing goals and objectives. The marketing plan
should include the following:

 Executive Summary
 Situation Analysis
This section should include:
- A market analysis that defines the market and major segments and then
reviews customer needs and factors in the marketing environment that
may affect customer purchasing. You and your team should conduct
market research to gain insights about customers
- A review of competition that identifies major competitors and assesses
their market positions.

Basing on the above analysis, create a SWOT analysis.

 Objectives

The objectives should be specific, measurable, feasibile, and time-bound.

Marketing objectives should also be consistent with stategy business objectives
of firm X.

 Marketing Strategy

This part should include

- Target Segment: Describe your target customers in details.
- Positioning and Differentiation Strategy
- Marketing Mix 7Ps strategy:
Product; Pricing; Distribution; Promotion; People; Process; Physical Evidence
stategic and tactical decisions. Regarding “Promotion” elements, please
develop a integrated multimedia plan which include: campaign
 communication objectives; Source; key message and content; and
Channel/Media choices.

 Action Program

Create a table to spell out how marketing strategies will be turned into specific
action programs that answer the following questions: What will be done? When
will it be done? Who will do it? How much will it cost?

 Controls and Monitoring

Clearly state the control and measurement methods which will be used to
measure your marketing performance.

Recommended Resources

Please note that the resources listed are examples for you to use as a starting point in
your research – the list is not definitive.
Weblinks

The balance small business. The elements of a marketing mix and how to use them
effectively. Available at:https://www.thebalancesmb.com/what-is-a-marketing-mix-
2295520

HubSpot. How to Develop a Successful Marketing Mix Strategy [+ Templates]. Available at:
https://blog.hubspot.com/marketing/marketing-mix

HubSpot. The Ultimate Guide to Marketing Strategies & How to Improve Your Digital
Presence. Available at: https://blog.hubspot.com/marketing/digital-strategy-guide

MindTools. Understanding How to Position Your Market Offering. Available at:

https://www.mindtools.com/pages/article/newSTR_94.htm

Smart Insights. Marketing strategy vs tactics – why the difference matters. Available at:
https://www.smartinsights.com/marketing-planning/marketing-strategy/marketing-
strategy-vs-tactics-difference/

Your Dictionary. Tips for Writing a Briefing Document. Available at:

https://grammar.yourdictionary.com/grammar-rules-and-tips/tips-for-writing-a-
briefing-document.html

Marketing Week. Planning for marketing planning: 14 steps to an e effective presentation.

Available at: https://www.marketingweek.com/mark-ritson-marketing-planning-14-
steps/

Strategic Marketing Plan Template & Examples. Available at:

https://www.teamgantt.com/marketing-templates/strategic-marketing-plan-template

Get2Growth. Marketing plan example. Available at: https://get2growth.com/marketing-

plan-example/

Marketing Evolution. What is Media Planning? Available at:

https://www.marketingevolution.com/marketing-essentials/media-planning

HubSpot. Media planning: The Ultimate Guide. Available at:

https://blog.hubspot.com/marketing/media-planning

HN Global

HN Global (2021) Reading Lists. Available at:

https://hnglobal.highernationals.com/learning- zone/reading-lists

HN Global (2021) Student Resource Library. Available at:

https://hnglobal.highernationals. com/subjects/resource-libraries

HN Global (2021) Textbooks. Available at:

https://hnglobal.highernationals.com/textbooks

Textbooks

Jobber, D. and Ellis-Chadwick, F. (2019) Principles and Practice of Marketing. 9th Ed.
Maidenhead: McGraw-Hill.

Kotler, P. and Armstrong, G. (2018) Principles of Marketing.17th Global Ed London:

Pearson.

Lovelock C. & Wirtz J., 2018, Essentials of Services Marketing. 3rd Ed. Harlow, England:
Pearson

McDonald, M. and Wilson, H. (2016) Marketing Plans: How to Prepare Them, How to Use
Them. 8th Ed. Chichester: John Wiley and Sons.
Learning Outcomes and Assessment Criteria

Pass Merit Distinction

LO2 Compare ways in which organisations use elements of the marketing mix to
achieve overall business objectives

P3 Compare the ways in M3 Review strategies and D2 Evaluate strategies

which different tactical approaches and tactical approaches
organisations apply the applied by organisations to the marketing mix in
marketing mix to the to demonstrate how achieving overall
marketing planning business objectives can business objectives.
process to achieve be achieved successfully.
business objectives.

LO3 Produce a marketing plan for an organisation that meets marketing

 objectives

P4 Develop a marketing M4 Produce a detailed D3 Produce a strategic

plan that includes key tactical marketing plan marketing plan for an
elements of marketing that integrates the organisation that
planning for an extended marketing mix measures achievement
organisation to achieve to achieve marketing of marketing objectives
marketing objectives. objectives. within key performance
metrics.

LO4 Develop a media plan to support a marketing campaign for an organisation.

P5 Produce a media plan M5 Devise an integrated D4 Provide a justified

that includes multimedia plan, integrated multimedia
recommendations and selecting appropriate plan based on
rationale for selected digital, offline and social quantitative and
media activities that media channels for qualitative criteria.
meet budgetary communication.
requirements and
objectives of a marketing
campaign brief.

I. Introduction

Part A: Comparison of Marketing Mix Strategy applied by X and

competitor

Part B: Marketing Plan

1. Executive Summary: Lấy tất cả ý chính ở những phần mình đã làm ở
dưới rồi tổng hợp ở đây (giống bản tóm tắt)
2. Situation Analysis
2.1. Marketing Environment
2.1.1. Micro Environment
2.1.2. Macro Environment
2.2. Marketplace Information
2.2.1. The major characteristics
2.2.2. Market trends

This section should include:

- A market analysis that defines the market and major segments and then
reviews customer needs and factors in the marketing environment that
may affect customer purchasing. You and your team should conduct
market research to gain insights about customers
- A review of competition that identifies major competitors and assesses
their market positions.

Basing on the above analysis, create a SWOT analysis.