Assignment 2 – End of Module Assessment
A marketing plan is a business document written for the purpose of explaining the
current market position of a business and its marketing strategy for the period
covered by the marketing plan. Marketing plans usually cover a period of one to five
years. The assessment will require all students to write an individual marketing plan
covering a period of one year. The purpose of a coursework 2 is to clearly exhibit the
steps or actions that have been taken to achieve the planned goals. For example, a
marketing plan might have a strategy to increase the organisation’s market share by
ten percent. The plan would then outline the strategy and steps that need to be
achieved in order to reach a ten percent increase in market share.
Marketing Plan for an existing company in your subject area.
As the final assignment for this module, you are required to write a Marketing Plan
assessing the CURRENT marketing strategies of an existing company in your
subject area from the list below. You should evaluate ONE company from the list
below and assess this company in the UK.
You will be evaluating:
S- Situational analysis (assessing the current macro and micro environment)
O- Objectives (TWO SMART objectives). These objectives will derive from the
TOWS analysis/company website etc.
S – Strategy (assessing the current strategies which relate to the 2 SMART
objectives)
T – Tactics (assessing the current tactics which relate to the 2 SMART objectives)
A – Action (Please use a Gantt chart to help explain the actions as part of the
strategy and tactics)
C- Control (You can either investigate what the company is currently doing or make
suggestions via further reading.)
Evaluate ONE company from the list below. Your marketing plan should be UK
focused. This plan should identify the current ways the company is generating value
for stakeholders in the UK.
The marketing plan should follow the SOSTAC model. It is vital that all students read
and understand the marking rubric.
Please select a company in your subject area and one market offering
(product/service) from the company’s product portfolio.
Global Business Google, Samsung Electronics, General
Motors
Marketing Loreal Group, Facebook, Tesco
HR Proctor and Gamble (e.g. Pampers, SKII,
2
Fairy – select one company from their
portfolio)
Unilever (e.g. Dove, LYNX, PG Tips –
select one company from their portfolio)
Finance KPMG, American Express, Deutsche
Bank
This assignment should be presented in a standard marketing plan format of
between 2,000 – 2,500 words and submitted by Moodle.
Solution
Dynamics in the modern marketing space are coming with challenges to retailer companies despite their competitive positions in the market. Marketing plans are the reviving steps for organisations to provide a new direction for their business activities (Kotler and Armstrong 2010, p,14). Tesco Plc is the largest British retailer, and it is operating well in the retail sector. The firm is a global grocery retailer and general merchandising entity. The organisation’s stores in the United Kingdom are segmented into six different formats including Tesco Express, One Stop, Tesco Extra, Tesco Metro, Tesco Superstars, and Tesco Homeplus. After Carrefour in France and Wal-Mart in the United States, Tesco is the third main global retailer in terms of revenues generated. In the beginning, the firm had specialised in food and drink business but later diversified into other segments such as telecoms, clothing, electronics, fiscal services, car, and home insurance, and so forth. Other areas where the firm operates are the music downloads, Internet, and software services……………………………………………To access the rest of the solution for $10, please click on the purchase button.
