You need to select an established Pakistani organization and it can be large or small medium enterprise that focuses more on Pakistani product and services. The organization intends to enter into a new market in another country due to their successes in their current markets segment over the past several years. Plans for further expansion are hence currently being considered. You are required to identify a prospective market and develop a report for the chosen organization.
You will conduct background research into the product area, the chosen market, conduct a PESTEL analysis of one country other than Pakistan and outline significant elements of the environmental analysis. You will be required to understand the potential consumer market to identify a target market (through the segmentation process).
The Marketing Plan should include the following sections with the table of content at the start.
1. Executive Summary
The summary describes what the project is all about in clear terms. It justifies the work compellingly. The methodological aspects are impressively identified and described. Finally, key results have been presented in a significant and systematic way.
2. Marketing objectives
State SMART (Specific, Measurable, Achievable, results-oriented, Time-framed) overall objectives (e.g., sales revenue, market share and profit) listed in order of priority.
3. Consumer Behavior analysis
Describe in depth the buyer behaviour with two buying behaviour criteria and give complete analysis and examples of the decision-making. Journal Citations are provided as well.
4. PESTEL analysis
Fully explain the PESTEL analysis with a good example and reason it can affect the organization.
5. SWOT Analysis
This section will contain a SWOT analysis for your organization versus all of your competitors as a whole (i.e., versus the competitive situation overall).
6. Analysis of Individual (Major) Competitor
This section will contain a list of the following information for each significant competitive product, service, or organization:
• Name:
• Product/service: (brief description including significant features and benefits)
• Pricing:
• Major strengths versus your product/service:
• Major weaknesses versus your product/service:
7. Business Portfolio Analysis
Provide Full business portfolio analysis with all the business line and evidence of downsizing and mention the points clearly with reasonable justifications. (BCG Matrix)
8. Marketing strategies:
a) Market Segmentation Strategy
Provide three segmentation strategy and mention the points clearly with a reasonable justification.
b) Target Market
List the market segment(s) that you are targeting in the order of priority (e.g., primary, secondary, tertiary). Briefly describe each segment.
c) Market Growth Strategy
Extension Grid Matrix with example with a reasonable justification.
d) 4 P’s (Marketing Mix, Product, Price, Promotion, Place)
Clear evidence of the product/service being provided, include the price strategy & justifications. The location must be clearly provided and mention the promotional strategy and its justifications.
9. Features and Benefits
Divide one sheet of paper into two sections: the first headed “Benefits” and the second headed “Features.” List the benefits and features in order of priority, e.g., list the most important ones first. Describe the benefits and features of writing actual marketing copy to be included in marketing communications. Make sure your group identifies the most critical overall benefits (e.g., benefits the target audience will gain from your overall product/ service/ organization) as well as from the individual features of your product/service.
10. Evaluation and recommendations
Evaluates the plan clearly and give justifications. Recommend how to improve the plan and mention their limitations as well.
