Summative Assignment Task:
Scenario
You are required to assume the post of Marketing Manager for an airline of your choice. Critically review the current marketing and promotional activity of the organisation with respect to a particular route/service or line of routes/services. You are required to prepare a marketing report to either amend/improve or extend the existing practices for international marketing.
International Marketing Plan
This should include:
• Summary situation analysis including market and competitor analysis
• Summary of international marketing practice, which should include specific geographical markets/opportunities with justification
• Justification to include supporting rationale for market selection if applicable
• Recommended marketing segmentation, targeting and positioning strategy
• Identify and critically analyse range of methods organisation could employ to evaluate cost effectiveness of sales promotion with particular focus on segments to be reached.
• Identify critical issues which will affect the overall strategy
• Recommended promotional strategy with supporting marketing mix outlined. • Risk assessment of the implementation of the promotional strategy
• Conclusion
Please note additional supporting research data to be included in the appendices. Ensure you reference the material in the appendices within the main body of the plan to ensure you receive relevant marks.
Criteria
Situation analysis to include:
– Internal analysis –
External analysis identification of market and specific challenges to organisation
• Evaluation of current situation linked to proposed marketing strategies for international growth appropriate for the market segments
• Identify critical issues which will affect the overall strategy
• Identify and critically analyse range of methods organisation could employ to evaluate cost effectiveness of sales promotion with particular focus on segments to be reached
• . Outline of key aspects of marketing mix as applicable to the identified strategy in the marketing plan.
• Risk assessment of the implementation of the promotional strategy
• Application of relevant academic models must be evident e.g. market entry strategy
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