Harambe University

MBA Postgraduate Online Learning

Section -D-2015
ID: - 229764/2015
Marketing Management Assignment
 i /Executive Summary and Table Of Contents

Executive Summary:
The executive summary is a brief overview of the main goals and recommendations of the marketing plan. It
allows senior management to quickly understand the key focus areas and the overall strategy. The purpose is to
provide a snapshot of the plan's major thrusts, so that decision-makers can assess its feasibility and potential
impact.
Table of Contents:
Following the executive summary, a table of contents is provided to outline the structure of the rest of the
marketing plan. This helps the reader navigate the document and locate specific sections or information. The table
of contents should include the titles and page numbers of each section, as well as any sub-sections or supporting
materials.
Market Analysis:
This section should provide a comprehensive analysis of the market in which the product or service operates. This
includes information on the size and growth of the market, the target audience's demographics, preferences, and
behaviors, and the competitive landscape. The market analysis helps to identify the opportunities and challenges
that the marketing plan needs to address.
Target Audience:
The target audience section should describe the specific group(s) of consumers that the marketing plan is aimed
at reaching. This includes information on their demographics, psychographics, and behaviors, as well as their
needs, wants, and pain points. Understanding the target audience is crucial for developing effective marketing
strategies and messages.
Marketing Goals and Objectives:
This section should outline the specific goals and objectives that the marketing plan aims to achieve. These could
include increasing brand awareness, driving sales, generating leads, or improving customer engagement. The
goals should be specific, measurable, achievable, relevant, and time-bound (SMART).
Marketing Strategies and Tactics:
This section should describe the specific marketing strategies and tactics that will be used to achieve the goals
and objectives outlined in the previous section. This could include social media advertising, influencer
partnerships, email marketing, content marketing, or other relevant tactics. The strategies and tactics should be
aligned with the target audience's needs and preferences.
Budget and Financial Projections:
This section should outline the budget required to implement the marketing plan, as well as any financial
projections or metrics that will be used to measure the plan's success. This could include projected revenue, costs,
or return on investment (ROI).
Implementation Timeline:
The implementation timeline section should provide a detailed schedule of the activities and milestones that will
be undertaken as part of the marketing plan. This helps to ensure that the plan is implemented in a timely and
efficient manner.
Evaluation and Measurement:
This section should describe the methods that will be used to evaluate the effectiveness of the marketing plan.
This could include metrics such as website traffic, social media engagement, lead generation, or sales. The
evaluation and measurement process should be clearly defined and aligned with the goals and objectives of the
plan.
Conclusion:
The conclusion section should summarize the key points of the marketing plan and reiterate the overall strategy
and approach. This helps to reinforce the plan's focus and ensure that everyone involved understands the key
messages and objectives.
I hope this detailed explanation helps to clarify each step in the marketing plan. Let me know if you have any
further questions.

ii/ Situational Analysis

1. Market Definition:
- The market refers to the specific industry or segment that the company operates within. For example, if the
company sells smartphones, the market is the global smartphone market.
- Why define it?: Defining the market helps in understanding the scope of the company's operations and the
potential customer base. It also aids in identifying competitors and market trends.
2. Market Size:
- How big is it: Market size is typically measured by revenue or units sold. For instance, if the global
smartphone market was valued at $430 billion in 2022, this represents the total revenue generated by all
smartphone sales worldwide.
- Sources of Data: Market research reports, industry publications, and financial statements are common sources
for estimating market These sources provide data on sales volumes, price points, and market value.
3. Market Growth Rate:
 - How fast is it growing?: The growth rate indicates how quickly the market is expanding. A high growth rate
means the market is expanding rapidly, which can attract new entrants and create opportunities for existing
players.
- Calculating Growth Rate: The growth rate can be calculated using historical data. For example, if the global
smartphone market grew from $300 billion in 2019 to $430 billion in 2022, the growth rate would be
approximately 42.7% over three years.
Critical Issues Facing the Company
1. Financial Performance:
- Revenue Growth: Assessing whether the company's revenue is increasing, stable, or declining. High revenue
growth is generally positive, indicating strong market demand.
- Profit Margins: Evaluating the company's profit margins to ensure they are healthy. Low profit margins may
indicate inefficiencies or high competition.
- Debt Levels: Checking the company's debt-to-equity ratio to ensure it is not over-leveraged. High debt levels
can be risky if not managed properly.
2. Operational Efficiency:
- Supply Chain Management: Ensuring that the company has a robust supply chain that can meet demand
without incurring excessive costs.
- Production Efficiency: Monitoring productivity metrics to ensure that the company is producing goods as
efficiently as possible.
- Cost Control: Implementing measures to control and reduce operational costs.
3. Customer Base:
- Demographics: Understanding the age, gender, income levels, and other characteristics of the company's
customers.
- Preferences and Needs: Identifying what customers value most in the company's products or services. This
helps in tailoring offerings to meet customer expectations.
- Customer Satisfaction: Measuring customer satisfaction through surveys or feedback mechanisms. High
customer satisfaction indicates strong customer relationships and loyalty.
4. Competitive Landscape:
- Market Share: Identifying the company's share of the market and comparing it to competitors. A larger market
share indicates a stronger position.
- Competitive Strategies: Understanding how competitors operate, their strengths, and their weaknesses. This
helps in identifying areas where the company can gain a competitive advantage.
- Barriers to Entry: Assessing the barriers to entry for new competitors. High barriers can protect the company
from new competition, while low barriers may attract more competition.
 5. Regulatory Environment:
- Industry Regulations: Understanding the rules and regulations that the company must comply with. Non-
compliance can result in fines or legal action.
- Trade Policies: Monitoring trade policies and tariffs that could impact the company's operations and costs.
- Environmental Standards: Ensuring that the company meets environmental regulations to avoid penalties and
maintain a positive public image.
Historical Information
1. Past Performance:
- Strengths: Identifying what the company has done well in the past. For example, successful product launches
or strong financial performance.
- Weaknesses: Recognizing areas where the company has struggled. This could include poor financial
performance, failed product launches, or operational inefficiencies.
- Lessons Learned: Understanding what went wrong and what worked well. This helps in avoiding past mistakes
and replicating successful strategies.
2. Previous Strategies:
- Effectiveness: Evaluating whether past strategies were effective in achieving their goals. For example,
assessing whether a marketing campaign increased sales.
- Adaptability: Determining how well the company adapted to changes in the market or industry. Companies
that adapt quickly often have a competitive edge.
SWOT Analysis
1. Strengths:
- Internal Advantages: Identifying what sets the company apart from its competitors. For example, strong
brand recognition, proprietary technology, or a loyal customer base.
- Examples: A strong brand like Apple or a loyal customer base like

iii)Marketing Strategy
1. Define the Mission and Objectives
Mission Statement: This is the core purpose of the company. It answers the question, "Why do we exist?" A well-
defined mission statement provides direction and helps align all organizational activities towards common goals.
For example, a company might have a mission to "provide innovative solutions that improve the quality of life."
Marketing Objectives: These are specific goals that the marketing team aims to achieve within a certain
timeframe. They should be SMART (Specific, Measurable, Achievable, Relevant, Time-bound). For instance, an
objective might be to "increase market share by 10% within the next fiscal year."
 2. Identify Market Needs and Target Groups
Market Research: This involves gathering data about your target market. You need to understand their needs,
preferences, and behaviors. Methods include surveys, focus groups, and data analysis. For example, you might
find that a particular demographic values sustainability and is willing to pay more for eco-friendly products.
Segmentation: Dividing the market into segments allows you to tailor your approach to different groups.
Segmentation can be based on demographics (age, gender), psychographics (lifestyle, values), behavior (purchase
habits), and geography (location). Identifying which segments are most promising helps focus resources
effectively.
3. Establish Competitive Positioning
SWOT Analysis: This tool helps you understand your strengths, weaknesses, opportunities, and threats. Strengths
and opportunities are areas where you can leverage advantages, while weaknesses and threats are areas that need
attention. For example, if a competitor has a strong brand but weak product quality, you might exploit this by
emphasizing your own product's quality.
Value Proposition: This is what makes your product unique and valuable to customers. It answers the question,
"Why should customers choose your product over others?" A strong value proposition differentiates your product
and can be a key selling point. For example, if your product is the most environmentally friendly on the market,
this could be your value proposition.

4. Develop the "Game Plan"

Product Line Strategy: Decide on the range of products you will offer. Ensure that your product line is cohesive
and aligns with the overall brand strategy. For example, if your brand focuses on high-end luxury items, your
product line should reflect this with high-quality, exclusive products.
Pricing Strategy: Determine how much you will charge for your products. Consider factors like production costs,
competitor pricing, and target market. For example, a penetration pricing strategy might be used to attract
customers with initially low prices, with the intention of raising prices later once a customer base is established.
Promotion Strategy: Develop a comprehensive marketing communications plan. Utilize a mix of advertising,
public relations, sales promotions, and personal selling to reach and engage your target audience. For example, a
social media campaign can be used to promote a new product launch.
Distribution Strategy: Choose the most effective channels to deliver your product to customers. This could include
online platforms, retail stores, wholesalers, or a combination. For example, a company might choose to sell
exclusively through e-commerce to reduce overhead costs.

5. Collaborate with Organizational Areas

 Purchasing: Ensure that the supply chain can meet the production and distribution needs. Negotiate favorable
terms with suppliers. For example, securing long-term contracts with suppliers can help maintain consistent
product quality and costs.
Manufacturing: Work closely with the manufacturing team to ensure that products are produced efficiently and
meet quality standards. For example, implementing lean manufacturing practices can reduce waste and lower
production costs.
Sales: Develop strong relationships with the sales team to ensure effective implementation of the marketing
strategy. Provide them with the tools and resources they need to succeed. For example, training sales
representatives on the product's features and benefits can enhance their ability to close sales.
Finance: Ensure that the financial objectives are met and that the marketing strategy is financially viable. Monitor
and manage budgets effectively. For example, tracking the return on investment (ROI) of marketing campaigns
can help determine their effectiveness.
Human Resources: Foster a culture that supports the marketing strategy. Train employees and ensure they are
motivated and aligned with the company's goals. For example, offering incentives for meeting sales targets can
boost morale and productivity.

6. Implementation and Monitoring

Action Plan: Create a detailed action plan with timelines, responsibilities, and milestones. Ensure that all
stakeholders are aware of their roles and deadlines. For example, a project management tool can be used to track
progress and keep everyone on schedule.
Monitoring and Evaluation: Continuously track the performance of the marketing strategy against the set
objectives. Use key performance indicators (KPIs) to measure success and make necessary adjustments. For
example, monthly sales reports can help identify trends and areas for improvement.
Feedback Loop: Establish

iv)Financial Projections

1. Sales Forecast
Definition: The sales forecast predicts how many units will be sold and how much revenue will be generated over
a specific period, typically monthly or quarterly.
Key Elements:
- Volume Forecast: Number of units expected to be sold.
- Revenue Forecast: Total sales revenue based on the volume and unit price.
Methods:
- Top-Down Approach: Uses macroeconomic indicators and industry trends to estimate sales.
- Bottom-Up Approach: Based on detailed analysis of customer behavior and market segments.

Example:
- Month 1: 100 units at $50 each = $5,000
- Month 2: 150 units at $50 each = $7,500
- Month 3: 200 units at $50 each = $10,000

2. Expense Forecast
Definition: The expense forecast outlines the costs associated with running the business, including both fixed and
variable expenses.
Fixed Costs:
- Rent and Utilities: Costs that do not change with production levels.
- Salaries: Fixed salaries for permanent staff.
- Depreciation: Allocation of the cost of tangible assets over their useful lives.
Variable Costs:
- Raw Materials: Costs that vary with production volume.
- Direct Labor: Wages for workers directly involved in production.
- Marketing and Distribution: Costs that fluctuate based on sales efforts.
Key Elements:
- Total Fixed Costs (TFC): Sum of all fixed expenses.
- Total Variable Costs (TVC): Sum of all variable expenses.
- Total Costs (TC): TFC + TVC.
Example:
- Fixed Costs: $2,000 per month
- Variable Costs: $30 per unit
- Marketing: $500 per month
3. Break-Even Analysis
Definition: The break-even analysis determines the point at which total revenue equals total costs, meaning there
is no net loss or gain. This is crucial for understanding the minimum sales volume required to cover all costs.
Key Elements:
- Break-Even Point (BEP): Number of units that need to be sold to cover fixed and variable costs.
- Contribution Margin: Difference between sales revenue and variable costs.
- Fixed Costs: Total fixed costs.
Formula:
Break-Even Point (units)= Total Fixed Costs
________
Contribution Margin per Unit

Example:
- Contribution Margin per Unit: $50 - $30 = $20
- Total Fixed Costs: $2,000
- Break-Even Point: $2,000 / $20 = 100 units

Summary
- Sales Forecast: Predicts units sold and revenue.
- Expense Forecast: Outlines fixed and variable costs.
- Break-Even Analysis: Determines the minimum sales volume to cover costs.
By accurately forecasting sales, expenses, and break-even points, businesses can make informed decisions, set
realistic goals, and ensure financial stability. This comprehensive approach helps in budgeting, planning, and
ultimately achieving profitability.

v)Implementation Controls

1. Setting Goals and Budgets

Explanation:
- Goals: These are the specific targets that the marketing plan aims to achieve. Goals can be set at various levels,
such as increasing brand awareness, boosting sales, or expanding market share. For example, a goal might be to
increase website traffic by 20% over the next quarter.
- Budget: This outlines how much money will be spent on different activities within the marketing plan. The
budget ensures that resources are allocated efficiently to achieve the set goals. For instance, if the goal is to
increase website traffic, the budget might include funds for digital advertising, content creation, and SEO (Search
Engine Optimization).
Why It's Important:
- Performance Review: By setting clear goals and budgets, management can easily review the performance of the
marketing plan. If the goals are not being met, it’s easier to identify where adjustments are needed.
- Accountability: Clear goals and budgets hold the marketing team accountable for their performance, ensuring
that everyone is aligned and working towards the same objectives.
2. Monitoring Progress
Explanation:
- Monthly or Quarterly Reviews: Regularly reviewing the progress helps in identifying any issues early on. This
could involve tracking metrics such as the number of website visitors, social media engagement, or sales figures.
- Key Performance Indicators (KPIs): KPIs are specific, measurable values that demonstrate how effectively a
company is achieving key business objectives. Examples include customer acquisition cost, conversion rates, and
return on investment (ROI).
Why It's Important:
- Timely Adjustments: Regular monitoring allows for timely adjustments to the marketing strategy. If certain
tactics are not yielding the desired results, changes can be made quickly to optimize performance.
- Data-Driven Decisions: Using data to make decisions ensures that changes are based on facts rather than
assumptions, leading to more effective and efficient marketing efforts.
3. Assessing Progress and Making Modifications
Explanation:
- Internal Measures: These include metrics like employee performance, internal feedback, and process
efficiency. For example, tracking the time it takes to complete a marketing campaign can highlight areas for
improvement.
- External Measures: These involve analyzing market trends, competitor actions, and customer preferences. For
instance, monitoring social media trends can help in understanding what topics are resonating with the target
audience.
Why It's Important:
- Holistic View: Both internal and external measures provide a comprehensive view of the marketing plan’s
performance. This helps in identifying strengths and weaknesses and understanding what’s working and what
isn’t.
- Strategic Adjustments: Based on the assessment, the marketing strategy can be adjusted. This might involve
reallocating the budget, changing the messaging, or exploring new marketing channels.
4. Contingency Plans
Explanation:
- Price Wars: If competitors lower their prices, a well-defined contingency plan can help the company respond
effectively without compromising its profit margins. This might involve offering promotions, discounts, or
enhancing the product’s perceived value.
- Strikes: In case of labor strikes, a contingency plan might include strategies to maintain operations, such as
using temporary staff or increasing automation.
Why It's Important:
- Flexibility: Contingency plans ensure that the company remains flexible and responsive to unexpected
challenges. This helps in mitigating risks and maintaining the overall effectiveness of the marketing plan.
- Crisis Management: Having a plan in place allows for quicker and more effective crisis management, minimizing
the impact on the marketing efforts and ensuring continuity.

Summary
The implementation controls section of a marketing plan is designed to ensure that the plan is executed effectively
and efficiently. By setting clear goals and budgets, regularly monitoring progress, assessing both internal and
external measures, and preparing contingency plans, organizations can adapt to changing conditions and increase
the likelihood of achieving their marketing objectives.
Final Solution:
1. Set Clear Goals and Budgets: Establish specific, measurable objectives and allocate resources accordingly.
2. Monitor Progress Regularly: Track key performance indicators (KPIs) and adjust needed.
3. Assess Progress and Make Modifications: Use data from internal and external measures to guide strategic
adjustments.
4. Develop Contingency Plans: Prepare for unexpected events to ensure flexibility and effective crisis
management.

By following these steps, organizations can ensure that their marketing plans are adaptable and responsive, leading
to better outcomes and sustained success.