FUNDAMENTALS OF MARKETING (MKT 243)

GROUP ASSIGNMENT (SEM JUNE 2014 OCT 2014)

(15% FROM ASSESSMENT MARKS)

Overview
This is a group assignment where students are required to develop a Marketing Plan
for a proposed business project that the group intends to undertake.
Groups are required to form a new business firm in any industry and prepare a
Marketing Plan for your company based on the guidelines given. (Eg. Food &
beverages, fashion, services, electronic, automotive, cosmetic, boutique, saloon, cyber
caf, pharmacy etc).
The outcome of this group assignment will be as follows:

Outcomes Allocation of Marks

(i) Written Report 10%

(ii) Group Presentation 5%

Instructions
1. Form a group (4-5 members in one group).
2. Each group members should be assigned for the following posts:
(a) Marketing Manager (1 post)
(b) Assistant Marketing Manager (1 post)
(c) Marketing Executive (1-2 posts)
(d) Marketing Officer (1-2 posts)
3. Select a group leader.
4. The group leader will inform and update on the groups bi weekly assignment
progress report to the lecturer.

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Marketing Plan General Format
1. It must be typed by following the following format:
(a) Arial, size 11, or
(b) Times New Roman, size 12
(c) Line spacing: 1.5
2. A table of content is necessary.
3. Reference must be cited properly.
4. The assignment should be submitted with a cover sheet stating these details:
(a) Assignment Title
(b) Organization / Company chosen
(c) Lecturers name
(d) Class / Program
(e) Submission date
(f) Group members name and student ID number (should be placed after the cover
sheet).
5. Reports should be organized and assembled as a continuous report and should not be
several independent segment bound together.
6. All references must follow American Psychological Association (APA) format.
7. Any assignment with elements of plagiarism, copying or similarities of content, or
sentences structure academic dishonors WILL NOT BE GIVEN ANY MARKS.
8. Quotes from authors are allowed, but with acknowledgements to the authors.
9. Soft copy / CD of the report MUST BE SUBMITTED TOGETHER.

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 MARKETING PLAN FORMAT
1.0 Introduction
1.1 Executive Summary
1.2 Business Background & Companys Description.
1.3 Business Logo & Description.
1.4 Business Vision, Mission, Objectives & Statement of Goals
1.5 Business Location
1.6 Organizational Chart
1.7 List of Marketing Personnel
1.8 Schedule of Task and Responsibilities of Marketing Personnel
1.9 Schedule of Remuneration of Marketing Personnel
1.10 List of Marketing Equipment & Supplies

2.0 Consumer Decision Making

2.1 Types of Consumer Buying Decision and Consumer Involvement (Choose one):
Routine Response Behavior
Limited Decision Making
Extensive Decision Making.

2.2 Marketing Management Philosophies (Choose one):

Production Concept
Selling Concept
Marketing Concept
Societal Marketing Concept

2.3 Corporate Social Responsibilities (CSR)

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3.0 Market Analysis
3.1 Market Segmentation
3.1.1 Types of segmentation (more than one accepted but must be combined).
Geographic
Demographic
Psychographic
Benefit
Usage-Rate

3.1.2 Strategies for Selecting Targeting Markets (Choose only one):

Undifferentiated Targeting
Concentrated Targeting
Multi-Segment / Differentiated Targeting

3.2 Market Positioning

3.2.1 Positioning Bases (more than one accepted):
Product Attributes
Benefits Offer
Usage / Application
Competitor
Price & Quality
Product User
Product Class
3.3 Market Size (targeted area)
3.4 Competition Analysis (identify competitors)

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4.0 Product Strategy
4.1 Product decision
4.1.1 Profile of Product / Service
4.1.2 Type of Consumer Product (Choose one):
Convenience Product
Shopping Product
Specialty Product
Unsought Product
4.1.3 Product Items, Lines & Mixes
4.1.4 Branding
4.1.5 Packaging & Labeling

4.2 Developing & Managing Product

4.2.1 New Product Development Process (7 Stages)
4.2.2 Product Life Cycle (PLC)
4.2.3 Perceptual Mapping

5.0 Pricing Strategy

5.1 Pricing Objective (choose only one):
Profit Oriented Pricing
Sales Oriented Pricing
Status Quo Pricing

5.2 Pricing Strategies (more than one accepted as per the companys objectives).
Prcie Skimming
Peneteration Pricing
Status Quo Pricing

6.0 Channel Structure (Place)

6.1 Channel Structure (more than one accepted):
Direct Channel
Retailer Channel
Wholesaler Channel
Agent / Broker Channel

6.2 Levels of Channel Distribution Intensity (choose only one):

Intensive Distribution
Selective Distribution
Exclusive Distribution

6.3 Retailing

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6.3.1 Types of Retail Operation (more than one accepted)
Department Store
Specialty Store
Supermarket
Convenience Store
Discount Store
Drugstore
Restaurant

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 6.3.2 Non Store Retailing (more than one accepted)
Automatic Vending Machine
Direct Retailing
Direct Marketing
Direct Mail
Catalog & Mail Order
Telemarketing
Electronic Retailing
Online Retailing

*Note: Students may opt for both item 6.3.1 and 6.3.2 or choose either one (whichever
applicable to the groups chosen business).

7.0 Promotion Strategy

7.1 Promotion Mix (more than one accepted):
Advertising
Public relations
Sales Promotion
Personal Selling / Direct Selling

Note: For all or the above, please include the following:

* Explain the major tools of the Promotion Mix selected,
* Include pircutes, banners, phamplets, booklets, name cards, website, FB page,
sample TV commercial videos, radio dialogue etc.)

8.0 Marketing Budget

8.1 Fixed Assets
8.2 Working Capital
8.3 Other Expenses
8.4 Graphs (Optional)

9.0 Conclusion
9.1 Achieve your business objectives or not (please refer 1.4)
9.2 Limitation
9.3 Learning experience

10.0 References
10.1 Internet
10.2 Books
10.3 People

11.0 Appendix
11.1 Pictures
11.2 Video

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**END**