Assessment 2 – Individual Reflective Report – Marketing Plan Part 2
Assessment Type Report
Purpose The reflective report tests students’ integrated marketing understanding, creative problem
solving and decision-making
Description A marketing plan is an essential tool for any marketer, providing direction for a brand, product
or organisation. A marketing plan describes the marketing environment, marketing objectives
and marketing strategies.
In Assessment 1 you with others in your group, developed a situation analysis for a selected
company culminating in a SWOT analysis. This is the current situation that the company is in
from a marketing perspective. Assessment 1 also developed an established segmentation
profile for each segment that might be targeted.
On the basis of that analysis and the situation the company is therefore in and the established
segmentation profile, you are required to individually reflect on how you would conclude that
plan, relative to selected key issues from the SWOT by analysing it, on the basis of marketing
objectives for that setting, deciding on which markets to target based on the segmentation
analysis conducted as part of the external analysis, how to position the product/company, and
an outlining overall approach to an appropriate new marketing mix.
You need to illustrate the links between the various elements of the marketing plan during
this reflection. You must incorporate academic literature to support / justify your discussion.
Unsubstantiated statements will not provide credibility to your discussion
Length 2500 words (+/- 10%) excluding Executive Summary.
Submission Method Online
Assessment Criteria Details will be available on the course Blackboard site
Return Method Online
Feedback Provided Online