The project should cover the topic below. You are expected to critically analyze and critically evaluate the case-study company’s policy, performance or response (as appropriate), a list of company is available below. Simply presenting official company policies, or basic theory is NOT sufficient. This should be done as much as possible as a Marketing Audit. Your work should draw on relevant marketing theory and show a good understanding of marketing planning and customer relationship management. The key to success in this assessment is to use critical reflective skills to research, analyze and evaluate the theories and issues. You must support the paper with specific academic text and journal references in the critically Marketing Plan Your assignment is to develop a Marketing Plan – with the following outline: • Cover Page (to include project title, your name, and the lecturer’s name) • Table of contents • Executive Summary • Current Marketing Situation o Market Description (incl. segmentation and targeting) o Product Review o Competitive Review o Channel and Logistics Review • SWOT Analysis • Marketing Strategy o Positioning o Product Strategy o Pricing o Distribution o Communication • Budgets (break-even analysis) • Conclusion • Bibliography The aim is to launch a new offering (new product, service or franchise line) in Ethiopia . The new offering will belong to one of the following categories (choose one): A. Craft Beer B. Jewelry C. Underwear D. Cosmetics E. Private Hospital F. Funeral Services G. Events Organization H. Your own choice (to be approved by the lecturer — medium size companies preferred) Due to the urgency to generate sales and increase the revenue and profitability stream, your research can only be based on existing secondary data. Launching the new product, service or franchise is urgent. There is no time to launch a new market research to obtain primary data. Format of the project: The project should be prepared as a neatly typed Word document (Times New Roman 12 points), with double spacing and page numbering, and it should be presented in a folder. The written projects are expected to consist of 3000 words per student + or – 10% (not counting tables or inserts, introduction and conclusions). Tables or work/data taken from other sources maybe included in an appendix. All sources must be referenced in the text and a full bibliography must be provided (including visited websites) in the Harvard style. Make sure your writing is precise and to the point. Your paper should not exceed 3000 +/-10% words per student, excluding appendices and references. 1. The project should display a coherent structure: title page should include student name, module name, lecturer name, date and school name followed by contents page, introduction, executive summary, methodology, findings, analysis, conclusions, recommendations, referencing and appendices. 2. The project should be prepared as a neatly typed Word document (Times New Roman 12 points), with double spacing and page numbering. 3. Tables or work/data taken from other sources may be included in an appendix. 4. All sources must be referenced in the text and a full bibliography must be provided (including visited websites) in the Harvard style referencing system. Paraphrasing or direct quotes taken from other sources must be clearly indicated with citations. No footnoting! 5. The presentation should be a summary of your work. 6. Please be reminded that depth, relevance and variety are the crucial elements of quality research. (Wikipedia is not considered to be a relevant source of information; any students referencing Wikipedia will be deducted marks! Alternatively if you find information on Wikipedia use the original sources listed at the bottom of the article). use the Harvard referencing style and avoid plagiarism.
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