Marketing Plan

Introduction
Scenario
The Vice President of Marketing has asked you to participate as a member of your organisational marketing management team for a coming product launch.

Your Role
You may choose either Option 1 or Option 2 to complete this, and the other two assignments in this course. Note, you will use the company and product that you choose here for all three assignments in this course.
The Company Is IKEA
Option 2: A Company of Your Choosing
You may choose to function as a brand manager in another organisation or industry of your choosing. You must choose an organisation that is real, that has some online presence that you can refer to, when necessary, and which is large enough to fit the scope of this assignment, including having direct competitors. Identify and summarise the company and product at the start of your paper.

Requirements
You are to develop a marketing plan including the following elements based on your research into the 8Ps of marketing. Include the following in your marketing plan (and feel free to use this list as your paper outline):

Cover Page. Provide a cover page with basic information such as your name, date, company name, product name, and “Marketing Strategy.”
Introduction. Briefly introduce the plan and tell the reader what will be included.
Business context. Describe the new product to be featured. What are the features and benefits? What is the company’s reason for bringing this to market? What are the corporate objectives for it?
Situation analysis. How will this new product complement the existing product portfolio or product line in your organisation? Who is the target market (be specific)? Who are the competitors (Be specific)?
Marketing strategy. What is the overall marketing strategy to support the achievement of the corporate objectives? What is the product positioning statement?
Marketing mix. Discuss, in detail, how at least 4 of the 8Ps apply to your product. For example:
What is the promotional strategy to support the achievement of the corporate objectives?
What is the pricing strategy to support the achievement of the corporate objectives?
What is the distribution strategy to support the achievement of the corporate objectives?
What is the advertising strategy to support the achievement of the corporate objectives? (Be brief here. Save any specifics about digital marketing for Week 10’s assignment).
Effectiveness. How will you measure the effectiveness of this marketing plan?
Summary. End with a conclusion that summarises the document and mentions any known next steps or concerns.
Deliverable Format
Requirements:
Marketing plan should be 5-7 pages (in addition to the title, reference, and appendix pages).