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MARKETING PLAN
COMPREHENSIVE GUIDE
2
THERE ARE 2 DOCUMENTS IN YOUR MARKETING PLAN RESOURCES KIT.
THIS IS THE SECOND DOCUMENT: YOUR ASSIGNMENT COMPREHENSIVE GUIDE
ASSIGNMENT BRIEF
COMPREHENSIVE GUIDE
CONTENTS:
IMPORTANT INFORMATION: PG 2
PART 1 – SECTION DETAILS PG 3 – 10
PART 2 – SECTION DETAILS PG 11 - 17
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IMPORTANT INFORMATION
1. Do not attempt to complete your marketing plan from start to finish in one go. We suggest you
complete each section of the plan as you work through the relevant online classes, and workbook
activities. Remember, you can always go back to the sections later as you learn more and think of new
ideas.
2. Use this Marketing Plan Guide as you develop your plan. This guide contains general advice on marketing
planning and suggestions on how to compile the information needed, as well as resources on where to
find information. After some sections there are green panels such as this that suggest useful resources.
3. Use multiple resources & sources of information. We have included many resources and instructions.
However, if you want to see more examples, or seek more information be sure to look them up online.
There are many very good resources available from industry analysts that may assist you. These include
resources such as Industry Blogs and review sites.
4. Your Marketing Plan is very systematic and structured. You will notice it starts with doing your
Situational / Environmental Scan (5C model). You then take the key points or trends from the Situational
Analysis and organize them into the SWOT table. You then select the key concepts from the SWOT to
identify the Key Issues facing your company. These Key Issues then guide all your marketing strategies.
ASSIGNMENT (PART 1)
INTRODUCTION 5C ANALYSIS (ex. Customers) SWOT KEY ISSUES
ASSIGNMENT (PART 2)
INTRODUCTION AND KEY ISSUE SEGMENTATION STRATEGIES SCHEDULE
5. Review. Review. Review. Your marketing plan is there to make a good impression. Errors will only detract
from your professional image. So, make sure you pay attention to your introduction, review your writing
for errors and use a standard referencing format (i.e., Harvard, APA, Chicago). It is also a good idea to ask
a number of impartial people to proofread your final plan (friends and family are a good place to start).
This is especially important if you want to use your completed marketing plan in job interviews, when
seeking funding, or for your own current business.
6. Use your appendix appropriately. The appendix section is for supplementary data and has a 2-page
maximum. If you have table or graph that is DIRECTLY related to what you are writing about in the main
body of the report, then include the table or graph next to or near the appropriate section. We do not
want to make the reader have to rummage back and forth hunting through the appendix every time you
want to refer to a graph or table.
7. Page range. The page range has been set to assist students practice writing concise, informative business
documents, while providing sufficient latitude to incorporate the most salient aspects of the course
information. The page count is inclusive of all tables, figures, and references.
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ASSIGNMENT - PART 1
PART 1 TABLE OF CONTENTS TO BE INCLUDED:
1. INTRODUCTION
2. ENVIRONMENTAL ANALYSIS (includes company, competitor and macro environment analysis and tables)
3. SWOT ANALYSIS
4. KEY ISSUES
5. REFERENCE LIST
6. APPENDIX IF NEEDED (2-pages maximum)
PART 1 SPECIFICATIONS:
STYLE AND PAGE COUNT: Size 12 font (size 10 or 11 for tables). Single spaced. Report format, including each
section on a new page. Title page, table of contents and page numbers required.
Part 1 – 15-25 pages maximum. Includes all tables, figures, and the reference list.
Please note: markers will not read pages past the 25 (Part 1) page limit for each assignment (up to 2 pages of
Appendix will be read in addition to the 25 page limit). Contents past the maximum number of pages will not
count towards fulfilling the requirements of the rubric. A full scoring assignment can be achieved at the lower
and upper bounds of the range for Part 1.
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1. INTRODUCTION
(It is recommended to write the Introduction last)
Write an introduction that outlines why the report has been written (purpose), what is covered in the report
(scope) and motivate the reader to read on by explaining the importance of the topic (significance). If applicable,
you can also outline any limitations to the report, or any assumptions made.
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2. ENVIRONMENTAL ANALYSIS
5C MODEL: MICRO ENVIRONMENT
INFORMATION FOR THE ENVIRONMENTAL / SITUATIONAL SCAN CAN BE FOUND IN:
 Databases (see the Library videos in the welcome week folder on Blackboard)
 Investor Presentations
 Company Websites
 Company Annual Reports
 Google Search
COMPANY
Write a brief description of the company here before your Mission, Vision, and Values. Include information here
such as when the company was founded (started), the business structure (i.e. sole trader, partnership, trust or
company), business location, the market the company operates in, and a very brief overview of the product
category. A good example illustrating how to do this can be found here: FLIGHT CENTRE REPORT
FINANCIALS
This is not a huge section. Stick to basic information such as annual profits / loss, operating costs / share price (if
relevant) etc.
PARTNERSHIPS & STRATEGIC ALLIANCES (COMPLIMENTERS & COLLABORATORS)
Who does your company rely on as part of their operations (government bodies, suppliers, miners, processing
plants, licensing, environmental bodies, geologists, stock markets etc.)
PRODUCTS
What products/services are you selling? If you have many products in many product categories do not detail every
single product or it will be too long (if this is the case a full list of your products can be placed as a table in the
appendix).
TABLE X: Product Overview
PRODUCT STAGE IN PLC / BCG
Describe your product/ image if appropriate E.g. Maturity
Duplicate or Delete rows as needed.
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COMPETITOR ANALYSIS
DIRECT COMPETITORS
The competitors section can be done either as text or as a table to make the information easy to assimilate.
 A table is suggested. If you write up your competitors as a table make sure you summarize the overall nature
of the table in words first (do not leave it up to the reader to work out what the table means for your
company).
 If you use text only be sure to use strong heading and sub headings to guide the reader (do not make it a long
continuous body of text). If you write up this section as text then use appropriate headings & subheadings to
break up the information into easily read and understood sections.
 NOTE: Intensity of Rivalry (Porter’s 5 Forces analysis) can be included here for strengths and/ or weaknesses.
TABLE X: Direct Competitors
COMPETITOR PRODUCTS STRENGTHS WEAKNESSES
EXAMPLES  Silver Service
Dining
 Home Delivery
Service
 Functions &
Catering
 Meal Kits (e.g.
Hello Fresh)
 Bullet Points are OK
 Strong Brand
 Market Leader
 Experienced
Management
 Sustainability Record
 Etc.
 Bullet Points are OK
 New Entrant
 Limited Resources
 Etc.
COMPANY A
COMPANY B
COMPANY C
Duplicate or Delete rows as needed.
INDIRECT COMPETITORS
See notes from Direct Competitors above.
TABLE X: Indirect Competitors
COMPETITOR PRODUCTS STRENGTHS WEAKNESSES
EXAMPLES Bullet Points are OK Bullet Points are OK
COMPANY A
COMPANY B
COMPANY C
Duplicate rows as needed.
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CLIMATE: MACRO DATA
WEEK 4 MACRO ENVIRONMENT (PESTLE)
Summarize the overall findings of your external macro analysis in text here. If there is a lot of information you can
summarize the key points from this text in a table to make the information easy to assimilate.
TABLE X: Macro Environment (PESTLE)
(NOTE: What is written in the table is just sample ideas NOT related to your business. Don’t copy the example)
MACRO FACTOR KEY FINDINGS
POLITICAL & LEGAL 1. Covid Laws
2. Social Distancing
3. Opening Boarders
4. Etc.
ECONOMIC 5. Inflation
6. Interest Rates
7. Supply Chain Issues
8. Etc.
SOCIAL &
DEMOGRAPHIC
9. Staffing
10. Increasing International Student Population
11. Etc.
TECHNOLOGICAL 12. 5G
13. Social Media Adoption Rates
14. AI / VR
15. Etc.
ENVIRONMENTAL 16. Climate Change
17. COVID (Omnicrom Stage)
18. Etc.
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3. SWOT ANALYSIS
SITUATIONAL ANALYSIS SWOT ANALYSIS
Your SWOT is derived from your SITUATIONAL ANALYSIS. Categorise the main findings from the situational analysis
into strengths, weaknesses, opportunities, and threats. Summarize the key points from your table below in text.
TABLE X: SWOT Analysis (NOTE: What is written in the table are just sample ideas. We need more than this in
your report).
STRENGTHS (Internal) OPPORTUNITIES (External)
Strong Brand Recognition
Experienced Management
WEAKNESSES (Internal) THREATS (External)
Limited Market Penetration
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4. KEY ISSUES
SITUATIONAL ANALYSIS SWOT ANALYSIS KEY ISSUES
THIS IS A SMALL SECTION - The 2 or 3 Key Issues are come from your SWOT analysis. Here we look at the most
pressing findings and use these to guide our marketing strategies we wish to develop. It is suggested this section is
presented as a table. We have compiled an example below using the information from our SWOT analysis below.
IMPORTANT: Please make your key issues related to this course content. The table below provides examples of
what is, and is not appropriate for your Key Issues.
APPROPRIATE KEY ISSUES AREAS (the 4Ps - from this
course) NOT APPROPRIATE FOR THIS COURSE
1. Branding
2. Promotions
3. Pricing
4. Placement
5. Augmented Product
1. Changing the core product
2. Setting up new factories
3. Entering new international markets (stick to the
brief)
4. Staff training and pay / compensation
5. Etc.
TABLE X: Key Issues (NOTE: What is written in the table is just sample ideas NOT related to your business. Don’t
copy the example)
KEY ISSUE MARKETING OBJECTIVES
1) STRONG COMPETITION
(Please don’t say “strong
competition”. This is just an example.
All companies have strong
competition unless it’s a new-to
market product category).
TO DEVELOP:
 Meaningful differentiation
 Brand resonance
 Engagement
 Etc.
2) LIMITED MARKET PENETRATION
(This is also just an example, it could
overlap with the example above.. so
don’t just copy these).
As above
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END OF PART 1
 Submit online. Speak to your tutor if you do not know where or how to submit
BEFORE submission date. This will be covered in class so be sure to attend all
classes.
 Include your name / tutorial details / tutors name (who you consulted with most)
on the title page.
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ASSIGNMENT - PART 2
IMPORTANT:
INCLUDE YOUR KEY ISSUES TABLE IN THE INTRODUCTION AT THE START OF
PART 2 SO THE READER CAN REFER TO IT.
You can change your key issues here after the feedback you received in part A.
PART 2 TABLE OF CONTENTS TO BE INCLUDED:
1. INTRODUCTION , KEY ISSUE AND JUSTIFICATION
2. 3 x SEGMENTATION TABLES & SUMMARY FOR EACH TABLE
3. IDENTIFY 1 x TARGET MARKET FROM THE 2 SEGMENTS (on which to base your Marketing Strategies)
4. MARKETING & COMMUNICATIONS STRATEGIES (to address your chosen key issue)
5. MARKTING & COMMUNCATIONS SCHEDULE
6. REFERENCE LIST
7. APPENDIX IF NEEDED
PART 2 SPECIFICATIONS:
STYLE AND PAGE COUNT: Size 12 font (size 10 or 11 for tables). Single spaced. Report format, including each
section on a new page. Title page, table of contents and page numbers required.
Part 2 – 10-15 pages maximum. Includes all tables, figures, and the reference list.
Please note: markers will not read pages past the 20 (Part 2) page limit for each assignment (up to 2 pages of
Appendix will be read in addition to the 15 page limit). Contents past the maximum number of pages will not
count towards fulfilling the requirements of the rubric. A full scoring assignment can be achieved at the lower
and upper bounds of the range for Part 2.
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1. INTRODUCTION AND KEY ISSUE
Write an introduction that outlines why the report has been written (purpose), what is covered in the report
(scope) and motivate the reader to read on by explaining the importance of the topic (significance). If applicable,
you can also outline any limitations to the report, or any assumptions made.
KEY ISSUE
Include what you think is the most important key issue that you identified in the Part 1. Justifiy why you think this
key issue has the most strategic impact on the business (i.e. why is it the most important issue to focus on). Please
note you can change you key issue based on feedback you received in your Part 1.
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2. SEGMENTATION & TARGETING
Define and describe 2 potential market segments.
(Select one of these segments as your target market and say why you chose it as your preferred segment to
target).
NOTE: See the video on Blackboard for an example of how to do this. We will cover this in depth in the
Segmentation, Targeting & Positioning week.
EXAMPLE FORMAT (you can use a different format if you prefer)
MARKET SEGMENT 1: ADVENTUROUS GRADUATE
Needs:
Wants:
Demands:
Reliable Performance
Innovative Products
Style & Prestige
DEMOGRAPHIC
(Note: you will be marked on how in-depth and detailed your
research is using the resources discussed in class)
PSYCHOGRAPHIC
BEHAVIOURAL
Age:
Gender:
Income:
Marital Status:
Education:
Loyalty Status:
Psychographic
Profile:
Etc.
18-23
Female
$25,000 – 45,000
Single
Graduate
Heavy User
Outdoor adventurous
& independent.
When describing your market segments, try to use course terminology and concepts. For example: Consumers
have high buying power due to multiple strong competitors in the market (see Competitor analysis: Table X).
Accordingly, strong CRM practices are employed at every stage of the buying process. These practices include:
This segment demonstrate low loyalty and are price sensitive….
This column here is a snap
shot summary of your
evidence base in the right
hand column.
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3. MARCOMS STRATEGIES
NOTE: This Section Is Not Traditionally Done Very Well. The Reasons Could Be:
A. Students are getting busy at this time of semester: Make notes / write down ideas every week as we go through the
marketing strategies in class. Don’t leave it to the end.
B. Students don’t think deeply about integrating their strategies (e.g. don’t just say “increase social media advertising”. What
social medial will you use? Why? What’s the objective of each channel (awareness, educational, engagement)?
C. Students only use the few concepts we look at in Workshops. The compulsory weekly readings are packed with a huge
number of suggestions and ideas students can (and are expected) to use.
THERE IS NO ABSOLUTE RIGHT OR WRONG HERE. Some aspects of marketing are an art. Do not worry whether you are doing the “right” thing
or not. We often try things in marketing, and if they don’t work out, then we try something new.
KEY ISSUE:
BRANDING
Write about 0.5 to 1 page describing your branding strategy based on the textbook reading
and seminar slides.
NOTE: this is a new section for this semester, so we can’t show you an exemplar. You are to
describe a strategy based on the textbook branding chapter,
Please speak to your tutor if you are unsure.
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MARKETING STRATEGIES
PRODUCT
You CANNOT change your product
even if you discovered weaknesses in
the 5C analysis. This marketing plan
is for the product you have.
Therefore, focus on augmented
product strategies here.
PRODUCT BASED INITIATIVES
 Bullet Points are OK
 Bullet Points are OK
 Bullet Points are OK
 Bullet Points are OK
 Bullet Points are OK
PRODUCT PROMOTIONAL STRATEGY
(How will you promote you product based initiatives)
As above
NOTE: The promotional strategy section should be comprehensive and
detailed. These should be large sections.
MARKETING STRATEGIES
PRICE
Refer to the Pricing Week readings /
seminar / workshop for your pricing
ideas
PRICE BASED INITIATIVES
 Bullet Points are OK
 Bullet Points are OK
 Bullet Points are OK
 Bullet Points are OK
 Bullet Points are OK
PRICE INITIATIVE PROMOTION STRATEGY
(How will you promote you price based initiatives)
As above
NOTE: The promotional strategy section should be comprehensive and
detailed. These should be large sections.
MARKETING STRATEGIES
PLACE
Refer to the Placement
(Distribution) Week readings /
seminar / workshop for your pricing
ideas
PLACE BASED INITIATIVES
 Bullet Points are OK
 Bullet Points are OK
 Bullet Points are OK
 Bullet Points are OK
 Bullet Points are OK
PLACE / DISTRIBUTION PROMOTION STRATEGY
(How will you promote you place based initiatives
NOTE: The promotional strategy section should be comprehensive and
detailed. These should be large sections.
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4. MARKETING SCHEDULE
SUGGESTION: A GANTT chart is an excellent way to present this section. Include every promotional activity in your strategies table. Include the timing for each activity. Include who will be responsible for implementing
each activity. A good, systematic approach is to simply copy and paste each of your marketing strategies from the previous table into this table. This ensures you don’t forget to include anything.
KEY ISSUE 1 2024 - 2025 July August Sept Oct Nov Dec Jan Feb March April May June
PRODUCT PROMOTIONAL ACTIVITY 1 (From your table on the last page)
Repeat your
initiative here
(from the
previous page)
List your activities below (from the previous page)
PRICE PROMOTIONAL ACTIVITY 1 (From your table on the last page)
Repeat your
initiative here
(from the
previous page)
List your activities below (from the previous page)
PLACE PROMOTIONAL ACTIVITY 1 (From your table on the last page)
Repeat your
initiative here
(from the
previous page)
List your activities below (from the previous page)
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END OF PART 2
 Submit online. Speak to your tutor if you do not know where or how
to submit BEFORE submission date. This will be covered in class so be
sure to attend all classes.
 Include your name / tutorial details / tutors name (who you consulted
with most) on the title page.