1.1 Assessment 2
Assessment task: Individual written report weighting: 50%.
Date/time/method of submission: Week 14, online via Blackboard and ‘turnitin’.
Word count or equivalent: 2500 words
Referring to the issues identified in Assessment one, prepare a marketing plan with
clear analysis and strategy as to how your organisation would be able to improve their
market share and growth. The marketing plan should be medium term from 2022-
2025. It is recommended that the following can be followed.
1. Introduction – This could be a summary of the issues identified in A1 to justify
the objectives for the marketing plan that you will be demonstrate in your report,
what you want to achieve for the company. Therefore, you need to follow the
SMART criteria: (Specific: Clear goals. Measurable: profitability. Attainable: describe the result. Realistic: is it doable? Time: By when?
2. Develop the marketing strategy: in this section you provide a strategy to increase market share/growth of the company, you can use Ansoff marketing
growth strategy and be as creative as possible.
3. Discuss the marketing Mix: In this section you analyse the company based
on the 4Ps.
4. Discuss the customer driven strategy: In this section you need to analysis
the segmentation, targeting, positioning and differentiation separately.
5. Conclusion
Assessment Criteria
| Assessment criteria | Maximum Marks |
| Introduction: Objectives of marketing plan |
5% |
| Marketing Mix You should discuss the 4Ps |
20% |
| Marketing analysis BCG | 20% |
| Marketing developing Strategies (Ansoff matrix /growth strategy matrix) |
20% |
| Customer Driven Strategy (STPD) |
20% |
| Conclusions | 5% |
| Coherence and presentation | 10% |
| Total | 100% |
