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You are currently working at a company, which needs to rethink its marketing strategy. You have always wished to put the skills you learnt into practice and decide to write a marketing plan.
The marketing plan should have the following sections:
- A company overview including the business environment in which the company (400 words – 10 marks)
- A marketing audit including the internal and external It is important that the right marketing analysis tools are used and that attention is made to distinguish between these two environments. (1,100 words – 20 marks)
- A competitor analysis covering the main competitors of the company. This may include both direct and indirect competitors. It is important to include what distinguishes one company from the other and highlight both the strengths and weaknesses of the respective companies. (600 words – 15 marks)
- Identify a gap in market that is currently not catered for and create a new product/service to address this gap. It is important that the gap is clearly explained and that the product/service being suggested is specific for this uncatered (350 words – 10 marks)
- Create an STP (segmentation, targeting and positioning) strategy to position this new product/service. It is imperative to use the marketing jargon when segmenting the (350 words – 10 marks)
- Compile a marketing mix (4Ps) for this new product/service. (1,000 words – 20 marks)
- Conclusion – sum up the main issues that this product will address and justify why the company should invest in coming up with this new product/service. (200 words – 5 marks)
- Report presentation and referencing – 10 marks
The structure of a citation under the Harvard referencing system is the author’s surname, year of publication, and page number or range, in parentheses, as illustrated in the examples below.
- The page number or page range is omitted if the entire work is The author’s surname is omitted if it appears in the text. Thus, we may say: “Jones (2001) revolutionized the field of trauma surgery.”
- Two or three authors are cited using “and” or “&”: (Deane, Smith, and Jones, 1991) or (Deane, Smith & Jones, 1991). More than three authors are cited using et (Deane et al., 1992).
- An unknown date is cited as no date (Deane n.d.). A reference to a reprint is cited with the original publication date in square brackets (Marx  1967, 90).
- If an author published two books in 2005, the year of the first (in the alphabetic order of the references) is cited and referenced as 2005a, the second as
- A citation is placed wherever appropriate in or after the If it is at the end of a sentence, it is placed before the period (full stop), but a citation for an entire block quote immediately follows the period (full stop) at the end of the block since the citation is not an actual part of the quotation itself.
- Complete citations are provided in alphabetical order in a section following the text, usually designated as “Works cited” or “References”. The difference between “works cited” or “references” list and a bibliography is that a bibliography may include works not directly cited in the
- All citations are in the same font as the main
- Examples of book references are:
- Smith, 2005a. Dutch Citing Practices. The Hague: Holland Research Foundation.
- Smith, 2005b. Harvard Referencing. London: Jolly Good Publishing.
- Examples of journal, journal article from an electronic source accessed through a password protected database, and website references are:
- Smith, M., 1998. The origin of altruism, Nature, 12. pp. 639-645.
- Bought on, J.M., 2002. The Bretton Woods proposal: an in-depth look. Political Science Quarterly, [e-journal] 42(6). Available through: Anglia Ruskin University Library website <http://libweb.anglia.ac.uk> [Accessed 12 June 2005].
- NHS Evidence, 2003. National Library of Guidelines. [online] Available at:
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