(Abeta)In this fill there is assessment brief, example of how the assessment need to be done and some list of books. Individual Report Structure You are strongly advised to follow the report...

Module code and title

5MK006 Marketing Planning

Module leader

Dr Mohammad Mahdi

Diet

First attempt

Assessment type

Assessment 1 - Individual Report: Conducting Situational Analysis

Submission date

17^th
March 2021 by 2pm
(Not adhering to the stated date and time will be subject to University Late Submission & Extension Policy and Procedure)

Submission method

Electronic Copy via Canvas

(Please upload MS Word Document type .doc or .docx only)

Assessment limits

No more than: 2,000 words, excluding appendices and references

Assessment weighting

40%

Assessment brief


(if appropriate, please refer to module assessment briefing document)

As a member of a marketing team involved in the preparation of an effective marketing plan, you have been tasked with conducting an extensive market research on any
one
of the following businesses:

• Clothing: boohoo
  https://www.boohoo.com


• Greeting Cards: Moonpig
  www.moonpig.com


• Footwear: Clarks Shoes
  www.clarks.co.uk

· Your research should cover the last 5 years.

· Your report should utilise a range of relevant academic and data sources and underpin points made.

· Your research should specifically address the following two tasks:

1.
Carry out a Situational Analysis of the UK market for your chosen business. This should include researching the company’s customers, products & markets and conducting SWOT, PEST & competitive analyses.

2.
Based on your research, segment the market for your chosen business using appropriate segmentation variables. Identify one new segment that you think would be the most profitable for your chosen business company to target. Suggest possible positioning strategies for the new segment.

Individual Report Structure

You are strongly advised to follow the report structure below:

You should use Arial 12-point and double line spacing

Front Page

This should contain the following: module code & title, the name of your chosen company, your student number and the word count of each part of the report.

Second Page

This should be the Table of Contents page

Third Page: Executive Summary

Executive Summary (200 words maximum but will not be part of the word count). This is normally written after all sections of the report have been completed and includes the essential details of the report, such as:

Ø Highlight of main points

Ø Major findings

Ø Main conclusion points

Introduction
(new page)

This will be about paragraph to act as a brief introductionof your chosen company and the business it is in. Any further detailed information on the company should beplaced in anappendix.

Situational Analysis
(new page)

(This is based on session slides of weeks 2 & 3, student activities and the corresponding chapters of the recommended for reading marketing texts and journal articles).

Hint: Use of published research reports such as
Mintel
and
Marketline Advantage
reports, government sources, national newspapers, BBC business website, etc. for data and information on your company. For example, if the main area of your company’s business is catering then search for information on the size of the market, product types, customers, competitors, etc. The company’s website should offer information on the product range, which can be viewed as current market segments targeted by the company. In answering this section you are strongly advised to follow this structure:

(1) Market analysis: Provide some relevant information on the market in which the company operates within such as market trends, product range, consumers/customers types, etc.

(2) TOWS matrix: Collected information on SWOT factors should be appended and used to identify the main points for the development of a TOWS matrix and place this in the main report.

(3) PEST analysis: Collected information on PEST elements should be appended and used to identify the most relevant points for the company's PEST

(4) Competitive analysis: State the main strengths and weaknesses of your company’s major competitors and place the rest of the competitive research in an appendix.

Segmentation, Targeting & Positioning
(start on a new page)

(This is based on
STP
session slides, student activities and the corresponding chapters of the recommended for reading marketing texts and journal articles).

This section is informed by the findings of your
Situational Analysis
section. First of all, ensure you understood marketing segmentation and the variables used in the segmentation process. Give a brief explanation of segmentation and profile possible segments using relevant segmentation variables. Of the selected segments, identify
one
new segment to be targeted by the company and justify your reasons for its selection. Finally, develop appropriate positioning strategies for your chosen target segment and draw a perceptual map for it.

References
(not included in the word count)

Use marketing textbooks
and
academic journal articles
as sourced materials You must use the
Harvard Citation and Referencing System. The Learning Centres of the University of Wolverhampton have produced a document called
Harvard Referencing Guide
which contains useful information supported by clear examples on how to cite and reference sources using the Harvard System. You can find this by following the link at:
www.wlv.ac.uk/lib
or see Module Resources folder for a copy of it.

Appendices
(Not included in the word count and no more than 10 sides of A4)

Append information you see as relevant to your report and part of your secondary research.

Assessment Criteria


(The actual assessment components for this assignment)

Criteria

Weighting

(If applicable)

Appropriateness of the methods and techniques used for analysing the marketing environments.

The extent of research and analysis of the UK market and he company’s market.

The development and justification of the proposed segmentation, targeting and positioning within the marketing plan for the success of the chosen brand/product

Communicate effectively: report writing skill, including report presentation

Pass mark

Undergraduate

40%

Performance descriptors in use;

·
University of Wolverhampton
Yes  

·
Professional or Statutory Body
Yes  

·
Module specific
Yes  

·
Other

(specify below)
No 

Return of assessments

(Instructions for return / collection of assessments

)

4 weeks from the submission date

Marks and feedback sheets will be provided electronically

This assessment is testing Module Learning outcomes

Tick if tested here

LO1

Demonstrate an understanding of what is involved in Marketing Planning across a wide range of businesses and the required knowledge about the market environment, customers and competitors.

Ö

LO2

Demonstrate the ability to research and evaluate data and information sources appropriate for a specific marketing situation

Ö

LO3

Discuss the roles of the various stages of marketing planning process and their inter-links leading to the creation of an effective written marketing plan.

LO4

Develop appropriate plans of monitoring, implementation and control system for a marketing plan including identifying the required success measurements.