- The Context
You are the Regional Marketing Manager of a large multinational corporation involved in multiple fast moving consumer products. You are based in Singapore with responsibility for South East Asia.
The Task
You are given the task to review one of the product line which is experiencing declining sales and market share and to formulate a new Marketing Plan to increase sales and marketing initially in Malaysia which has the largest market share and then to the other countries within the South East Asia region and to present this new Marketing Plan to the Regional Marketing Director for South East Asia before implementation.
Your marketing plan will consist of FIVE key sections: 1. Executive Summary
2. Situation Analysis (Marketing Audit) 3. Marketing Objectives
4. Marketing Strategies and Programmes 5. Marketing Monitors and Controls
Instructions for the Marketing Plan Report:
Your report (not exceeding 4000 words) should incorporate the following:
(a) Executive Summary (5%)
200-300 words, not to be included in the word count.
(b) Introduction (10%)
You should provide a concise overview of the profile of your company, market segment and position in the market as well as brief product details to be marketed.
1|2- Salim Mohd
(c) Main Body (65%)
You should identify suitable theories, frameworks, techniques or models to use in the report when undertaking the crafting and formulation of the Marketing Plan with its various key components to derive and support possible reasons that explain what, how and why the said strategies were proposed and be organized under appropriate main and sub-headings.
(d) Conclusion and Recommendations (10%)
Direct the end of your report to the Regional Marketing Director for South East Asia of your company to convince him or her of your Marketing Plan to be implemented.
(e) Citations and References (10%)
Harvard-style reference system within-text and end text referencing list. Have a minimum of 12 references.
