Year 11 VCAL Marketing Plan

Assessment
You will be creating a marketing plan for a business of your choice.
Your marketing plan can be based on the business you created earlier in the year or
it can be a completely new business.
What you should include in your marketing plan:

You marketing plan should illustrate that you have carefully considered how to
produce a product or provide a service that is innovative, unique and marketable.
The contents of your plan should include:

Executive Summaryone page summary of the main points of the plan

An introductionGive some background about your business. Detail the opportunities and challenges
that your business has come across along the way. Also include the competition to
your business using a SWOT analysis (Strengths, weaknesses, opportunities and
threats)

Situation analysisWhere your business will be located.

Look on local real estate sites and find a location where your business could be
developed.

Your marketing objectives

What do you want your marketing plan to accomplish? Be specific. Your objectives
may be financial, with a goal to increase sales, or marketing focused to build your
brand, and increase awareness of your product. The most effective way to define
your marketing objectives is to follow the SMART acronym:

Specific: have clearly outlines objectives

Measurable: indicate what you intend to use as a measure of success

Achievable: are the objectives attainable for the business?

Realistic: do you have the knowledge of resources to achieve your

objectives?

Year 11 VCAL 2015

Timely: be clear about the time-frame in which you intend to achieve your
objectives

A marketing strategy and marketing mix

An effective strategy will help you to define the overall direction for your marketing
program. It will also detail how you are going to bring your products and services to
market in ways that will satisfy your customers.
The elements that make up your marketing strategy are often referred to as the
marketing mix. In this case your mix will include the 4Ps of marketing - product (or
service), pricing, position and promotion.

Budget
Itemises the cost associated with all strategic and operational decisions within the
planning period

An evaluation and monitoring plan

To ensure ongoing improvement its critical to test and measure the results of your
marketing activities. Whatever method or technology you choose to use - formal
methods of evaluation and monitoring will help you to understand the effectiveness
of your marketing and return on investment.

Advertising, Promotion
Create a variety of promotions for your business. You may create an ad
for a newspaper article, ad for a magazine, produce a logo etc.

DUE DATE:

Marking Rubric-

Year 11 VCAL 2015

Market
ing
Resear
ch

Execut
ive
Statem
ent

SWOT/
Compe
titive
Advant
age

Market
ing
Strate
gy

Featur
es and
Benefit
s

Advert
ising,
Promot
ion

Zero

Poor

Fair

Good

Student made no
attempt, did not
present or was
not present
during all of the
presentations.

Defines
the
problem.

Defines the
problem;
Analyes the
situation.
Collects data.

Defines the
problem;
Analyes the
situation.
Collects,
analyzes and
organizes
data.

Defines the
problem; Analyes
the situation.
Collects, analyzes
organizes data
and proposes
solution/s or
conclusion/s.

Zero

Poor

Fair

Good

Excellent

Student made no
attempt, did not
present or was not
present during all
of the
presentations.

Executive
Statement
is
mentioned
but not
created.

Created
Executive
Statement but
lacks purpose
and focus.

Created a long,
(more than 5
sentences)
Executive
Statement.

Created a one page

Executive Summary

Poor

Fair

Good

Excellent

Student made no
attempt, did not
present or was not
present during all
of the
presentations.

Identified
the
business's
strengths
&
weakness.

Identifies the
business's
strength,
weakness,
opportunity and
threat.

Somewhat
identified the
business's
strengths,
weakness,
opportunities
and threats
external to the
business.

Clearly identified
the business's
strengths,
weakness,
opportunities and
threats external to
the business.

Zero

Poor

Fair

Good

Excellent

Student made no
attempt, did not
present or was not
present during all
of the
presentations.

Determine
d the
target
market.

Determined the
target market,
used market
segmentation.

Determined the
target market,
used market
segmentation,
and identified
distribution
channels.

Zero

Poor

Fair

Good

Determined the
target market, used
market
segmentation,
identified
distribution
channels and
developed a
marketing mix.

Student made no
attempt, did not
present or was not
present during all
of the
presentations.

Student
mentions
features
and
benefits
but fails to
give
examples
or
describes
two or less
features or
their
product or
service

Student
identifies and
describes two to
three features of
their product or
service

Student
identifies and
describes four
to five features
of their product
or service

Student identifies
and describes six or
more features of
their product or
service

Zero

Poor

Fair

Good

Excellent

Student made no
attempt, did not
present or was not
present during all
of the
presentations.

Created an
ad, no
logo,
promotion.

Created ad/s for

newspaper,
magazine,
direct-mail,
directory
advertising and
outdoor ads.
Produced logo,
no promotion.

Created ad/s
for newspaper,
magazine,
direct-mail,
directory
advertising and
outdoor ads.
Produced logo,
promotion.

Created ad/s for

newspaper,
magazine,
direct-mail,
directory advertising
and outdoor ads.
Produced logo,
promotion.

Zero

Year 11 VCAL 2015

Excellent

Excellent

Comment:
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Year 11 VCAL 2015