Summative assessment
5,000 word Group Marketing Plan (100%of mark)
The group written assignment involves developing a complete international marketing plan for a new Disneyland resort. The international marketing plan should include, at a minimum, the following information:
The group written assignment involves developing a complete international marketing plan for a new Disneyland resort in Pondicherry city in India country selected from this group presentation. The international marketing plan should include at a minimum the following information:
– Title page
– Executive Summary (Concise summary of the major points of the report. The selected product and market should be clearly stated in the executive summary).
– Table of Contents
– Internal audit: Analysis of the company and the product
-External audit: Macroenvironment: PESTLE.
-The market: Market definition, market size, market/sales trends, current trends, consumer characteristics, etc.
-Competition: Who they are, market share and size of competitors, their strengths and weaknesses, etc.
– SWOT
– SMART marketing plan objectives in target market: Financial objectives (e.g. sales, profit, etc.), marketing objectives (e.g. awareness, loyalty, etc.).
– Segmentation, targeting, and positioning within the chosen country.
– Entry mode strategy: Selection of and rationale for the chosen export mode of entry into the target market.
– Marketing Mix (4P): Strategies and tactics for each element of the marketing mix.
-Product (adaptation for the market): core component, packaging component, etc.
-Price: pricing strategy, costs, final price, etc.
– Place (distribution and channels)
-Promotion: communication tool(s), objectives, message decisions, media, etc.
– Conclusions
– References
– Appendix/appendices (optional)
Marking Criteria Group Marketing Plan:
25%Internal Audit, Market understanding and SWOT
5%SMART Marketing Plan objectives
10%Segmentation, Targeting and Positioning strategy
10%Entry Mode strategy
40%Marketing Mix decisions
10%Presentation structure and style, referencing