Marketing Management – Marketing Plan
Brief
Marketing Plan for an airline organisation to enter a new route.
As the final assignment for this module, you are required to write a Marketing Plan for an existing airline organisation to enter a NEW ROUTE in one Asian Country (e.g British Airways in Mongolia).
This assignment should be presented in a standard marketing plan format of 3,000 words and submitted for assessment through the usual channels.
Key Criteria (to be covered within the Marketing plan)
Situation Analysis
Demonstrating and evidencing understanding of macro‐, micro‐ and internal environments
Marketing Objectives
Explaining use of information and knowledge in order to set and achieve the Marketing objectives (must be written in SMART format)
Marketing Strategies
Segmentation, Targeting and Positioning
Market Entry and Gap Analysis (why will we enter this country)
Marketing Programmes
Providing a rationale for the implementation of specific marketing activities in relation to the full marketing strategies and mix (7 Ps for example explaining Pricing strategy such as penetration pricing, etc)
Marketing and Advertising Budget
Control and Evaluation
Implementing a series of appropriate measurements (metrics) at relevant points within the plan
Recommendations and Conclusions
Providing a coherent set of statements to synthesise key learning outcomes
References
Please ensure that you make use of relevant marketing textbooks, up to date journal articles/sources which are referenced as per EAU’s referencing guideline.
