Regents Business School MKT6800 Group Presentation (20% of Module Marks) The Task: Select a mobile phone manufacturer

r to produce a Strategic Marketing Plan to cover year One in detail, with outline recommendations for year 2. The client must be a hardware provider, and NOT a network company. Do not select Apple or Blackberry. Requirement: You should produce an in-depth Situational Analysis, highlighting the key aspects of both the internal and external environment which affect the organisations marketing performance. This to include branding and positioning considerations. You may well think it appropriate to include your own primary market research/insight to supplement secondary sources of information about the company/its competitors and the wider trading environment. Realistic objectives should be set for the coming year, considering the nature of the economic and other challenges currently facing this sector. These should relate to customer acquisition/retention numbers/attrition and turnover. Targeting/segmentation should be considered in detail, together with all aspects of the Marketing Mix. The plan should describe both the strategic direction that is recommended for the mobile phone company, as well as an outline of the operational delivery. This should be fully justified and demonstrate appropriate commercial awareness of the challenges/tensions and realistic opportunities available to the business. A budget and timeline should be provided, showing that a viable return on investment can be achieved from the actions suggested.

-2A report of 500 - 1000 words is to be produced as a leave behind for any decision-makers unable to attend the actual presentation. It should clearly define the key points raised in the presentation, and may include Annexes with detailed primary/secondary research/tables etc. which would be read alongside the presentation material. Timing: The 30 minute presentation using powerpoint must include all group members. Marking Schedule Demonstration of understanding the brand & positioning criteria/ competitors/marketplace, in the context of the wider current external environment. Targeting/segmentation/profiling definitions/ analysis and prioritisation Highlighting of key must do /must have elements for marketing success, together with realistic objectives for increased product sales/distribution/customer numbers/lifetime value Strategic plan to cover all elements of the Marketing Mix, of direct relevance to the chosen mobile phone company. Commercial realism and likely operational effectiveness will be rewarded. Appropriate budget/timeline. Presentation skills, including demonstration of teamwork + powerpoint delivery. Document: A suitably constructed proposal suitable for submission to those not attending the presentation,

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-3so that they grasp the analysis/recommendations of the face-to-face presentation. Annexes on primary/secondary research etc. may be included. Credit will be given for the quality of the arguments and English construction Presentation/Document Submission: Friday May 13

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