| Marketing for Managers |
The scenario is that you are an external marketing consultant, commissioned to write a marketing plan on behalf of your selected company/brand for that product/product range focus. Your marketing plan must be in report format. Your audience is the Board of Directors.
The report should be written in a clear, well-structured format and addressed to the Marketing Director of your selected company. Do not use your real name anywhere in the report. Choice of organization: Select an organization with which you are familiar. If this does not apply, you may select a company known in your city, region, or country or a company listed in your country’s stock exchange.
Select a precise and narrow product, or product range focus, and a specific target market. Although there is no one definitive way to structure an outline marketing plan, the following key elements must be included: – Brief introduction – Where are we now regarding your focus product(s)/product range and target market? – Where do we want to go regarding the product/product range and target market? – How are we going to get there?