Assignment Brief

Qualification: Professional Diploma in Marketing and Brand Management

Unit Title: Marketing Management

Academic Year: 2020 – Batch 1

Unit Assessor:

Assignment Title:

Issue Date:

Submission Date:

Internal Verifier Name:

Submission Format:

The submission is in the form of PowerPoint slides.

The assignment should be written in a concise, formal business style and with a minimum font size of 18. You are required to use
the PowerPoint template provided by Strategy First University and to write your answers under each relevant heading. ( The
minimum number of presentation slide should be in 20 )
All work must be supported by research and original work using the Harvard referencing system. Citations in slides and a reference
list at the end of your presentation slides are required.

Learning Outcomes covered

LO2 – Design a Marketing Plan

2.1 Identify business portfolio analysis models and growth strategies
2.2 Explain the process of designing a marketing strategy: segmentation, targeting,
differentiation, and positioning to achieve competitive advantage
2.3 Discuss the elements of the integrated marketing mix
2.4 Create a marketing plan
Assignment Brief and Guidance:

THE SCENARIO:

You are planning to open a Myanmar salad bar in your city. Prepare a 12-month marketing plan for your new business. You
may use the following framework to structure your marketing plan.

- Mission, Vision, Values

- Company background (Product lines, Image, Goals, Culture)

- Climate (PESTLE Trends)

1
- Customers (Market size, Segment, Customer Equity, Customer Profile)

- Competitors (direct, substitutes, price/value, market shares)

- Collaborators (Distributors, Suppliers, Alliance)

- SWOT

- Objectives

- Target segments and Positioning

- 2-year expansion strategies – (using Ansoff Matrix)

- Brand Essence & Identity Elements

- Marketing Mix (7ps)

- Sustainability & CSR

- Evaluation - Milestones & KPIs

- Timeline and budget