Principles

of
Marketing
Final Project
MBA – 19 (A)
APCOMS.

Instructor: Adnan Akhter

May 31, 2011
MBA 19(A) - Semester Project

Principles of Marketing - Project

Projects are the most important part of business studies and the most effective way to learn and gain the
practical knowledge about various markets and organizations. Project activity is also the best time to
learn practical knowledge the-easy-way by sharing new ideas and taking benefit from each other’s skills.

For Principles of Marketing project all of you are required to form groups with a mutually agreed group
leaders. The group leader will remain in touch with tutor through-out the project development phase
and also act as a point of contact for other group fellows as well. This guide is designed to make you
understand what the key requirements are of this job. To have a 360o view point of this project read this
guide very carefully.

Project Task
All groups are required to submit a detailed project report containing marketing plan for the allocated
product/ service brands. Use your creative skills to shape up best market oriented products/ services and
explain all aspects in detail, use existing product/ service example as benchmark. It is an industry
standard to study relative markets of assigned product/ service before forming any kind of plans or
strategies.

The table below explains each group’s project.

Marketing Plan Group Number Group Leader

Pet Shop 1 Mr. Saleh
Pre-Fabricated Homes 2 Mr. Babar
Mineral Water 3 Mr. Shakeel
Explosive Detectors 4 Mr. Muneeb
Private Train (ISB-RWP-LHR) 5 Mr. Muneeb ul Haq
3 Star Hotel on Wheels 6 Mr. Fazal
Solar Power Solution for Homes 7 Mr. Iqbal

Project Specification
Specification Detail
Marks allocated 12
Min word count 5000
Max word count 7000
Font size 11
Font style Arial or Calibri
Page header & footer Required
Printed copy (leather cover) Required
Project’s MS Word file (2007 compatible) Required
Group Presentation Required
Project’s Submission Date July 5, 2011

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MBA 19(A) - Semester Project

Sample Project Outline

A project report must include following content heads as a minimum report structure. You can add
further sections as per your convenience and requirements.

 Report cover page

 Group detail (Group member’s project participation detail)
 Table of Contents
 Acknowledgments
 Executive summary
 Product/ Service Introduction
o Vision and mission statement of the business
o Brands key features
o Unique selling point (USP)
o Market size
o Market needs
 Product Marketing plan content

o Situation Where are we now?

o Objectives Where do we want to get to?
o Strategy How are we going to get there? – The Big Picture
o Tactics How are we going to get there? – The Detail
o Actions Who is going to do what and when?
o Control How can we control, measure and develop the process?

 Bibliography

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MBA 19(A) - Semester Project

Project Content Guide

SOSTAC is an Acronym for the six basic elements of the Marketing Plan:

Situation Where are we now?

Objectives Where do we want to get to?
Strategy How are we going to get there? – The Big Picture
Tactics How are we going to get there? – The Detail
Actions Who is going to do what and when?
Control How can we control, measure and develop the process?

Situation Analysis

- How are we performing?

o SWOT
- What are our distinctive competitive (marketing) advantages?
- Existing competitors in market?
- Market/ Industry situation?
- How effective is our Marketing Mix?
- Are we focusing on the best segments with the right type of customer?
- Are we using the most appropriate channels for communication and distribution?
- What uncontrollable event(s) or trend(s) can impact our business?
o MACRO Forces Analysis (PESTLE)

Objectives
- Business Mission/ Mission Statement?
- Business Objectives?
- Marketing Objectives - Business Development Objectives?
- Apply the SMART Test while deciding Objectives
o Make sure your objectives are practical and measurable. Do they fit the following
criteria?
Specific (with numbers), Measurable (to monitor progress and confirm achievement),
Actionable (can we do it?), Reasonable (realistically attainable) and Timed (incorporate
deadlines.

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MBA 19(A) - Semester Project

Strategy

- Which broad business strategy we will use?

- Which marketing growth strategy will be applied?
- How are we going to use them?

Including STP:
- Segmentation - How do we want to divide up the market(s)?
- Targeting - Which segments of the market do we wish to focus upon?
- Positioning - How do we want to be perceived in each different target segment?

Tactics
Develop the marketing mix
- Product brand (slogans), packaging, quality, features…
- Pricing strategy
- Place the distribution channel
- Promotion will have marketing communication mix

Action plan
Do we have the necessary resources/budgets?

- Allocate budget.
o What is the resource allocation for the action?
o Budgeting technique used for budgeting?

- Plan all activities (Gantt chart)

o Who is going to do what?
o When are they going to do it?

Control
- What are the key performance measurements?
- How is performance going to be recorded?
- Do action performance measurements relate to objectives? (Key Performance Indicators) KPIs
o GAP Analysis tool

- Responsibility for measurement? (Designation who will do the control part)

- Frequency of measurement? (Monthly, quarterly, six months or yearly)
- Resources for measurement?
- Review of measurements?
- Actions on variance?
o Contingency Planning

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