Option 1: Valentine's Day 2024: 1.1. Company Description
Option 1: Valentine's Day 2024: 1.1. Company Description
Option 1: Valentine's Day 2024: 1.1. Company Description
Type: Word document (Font: Calibri, Font Size: 11, and Line Spacing: 1.5).
Word Limit: 1,500 words, excluding the Cover Page, Table of Contents, and List of References.
Late work: All assignments will be marked as if submitted on time. Late submissions of assignments
without special consideration will be penalised at a rate of 30% of the total marks available per day (or
part of a day) late.
Assignment Task: You are working for the chosen company as a marketing manager and are responsible
for building a Marketing Plan for your chosen Marketing Context. Your Marketing Plan MUST be tailored
for the Marketing Context and your chosen brand and product in Vietnam.
Marketing Context: You will have 3 options. You only need to choose 1 option and build a Marketing
Plan for that.
Brand and Product Choice: You need to choose a brand of your interest and 1 physical product or
product line.
ASSESSMENT STRUCTURE
Students can be flexible about the word count for each part. However, the total word count must NOT
exceed the word limit.
- Identify and analyse impacts of the given Marketing Context and any related Marketing Environment
factors on the company's marketing activities. You should choose 4 – 6 Micro and Macro factors to
analyse. Include a wide variety of reliable, relevant, and up-to-date research materials.
- Summarise your Micro & Macro analyses into your SWOT analysis. Make sure that your SWOT analysis
is relevant to the given Marketing Context and integrated with your Marketing Environment analyses.
Because this is a small marketing plan, you don’t need to provide all Strengths, Weaknesses,
Opportunities, and Threats. You need to provide at least 1 Strength/Weakness AND 1
Opportunity/Threat.
- Then, choose 1 strategy (SO/ST/WO/WT) which you will link to your Marketing Objective and
Recommendations in the following part. Note: SO/ST/WO/WT are the strategies of the TOWS matrix
(link), which is closely related to SWOT analysis.
- Make sure that your Target Customer part is strongly connected with your entire Marketing Plan.
- Identify and analyse the current Differentation and Positioning strategies of your company, supported
by evidence from your research.
- You need to choose 2Ps to analyse in this part and the Marketing Recommendations part.
o Product – consider (if relevant): 3 Levels of Product, Product Life Cycle, Brand Development Strategy,
etc.
o Price – consider (if relevant): New Product Pricing, Product Mix Pricing, Price Adjustment Strategies,
etc.
o Promotion – consider (if relevant): Promotion Mix strategies, Promotion Mix tools, campaign analysis,
etc.
- Identify the current 2P strategies of your company with strong justification from research evidence.
Include a wide variety of reliable, relevant, and up-to-date research sources.
- Evaluate the current 2P performance of your company. The evaluation needs to be related to the given
Marketing Context (where applicable).
- Recommendations must be relevant to the given Marketing Context, your Target Customer and
Positioning.
- Use visuals and case studies to support your recommendations (where applicable).
8. References
- MUST include all in-text citations and a reference list for your research materials.