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Marketing Plan Marking Scheme Sections Value Mark 1-1.5 Pages

The document outlines a marketing plan marking scheme that assigns value marks to different sections of a marketing plan. It assigns the most marks to sections on promotion, foreign entry, justification of target market, and direct and indirect competitors. The least marks are assigned to sections on introduction, product lifecycle status/issues, pricing adjustments, and where the product is available.

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106 views2 pages

Marketing Plan Marking Scheme Sections Value Mark 1-1.5 Pages

The document outlines a marketing plan marking scheme that assigns value marks to different sections of a marketing plan. It assigns the most marks to sections on promotion, foreign entry, justification of target market, and direct and indirect competitors. The least marks are assigned to sections on introduction, product lifecycle status/issues, pricing adjustments, and where the product is available.

Uploaded by

ammi890
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Marketing Plan Marking Scheme

Sections Value Mark

Introduction
1-1.5 pages Description 5
Differentiation 3
Consumer Need 2

Consumer Profile
1-1.5 pages Common Need 3
Segmentation Bases 5
Justification 8
Target Market Desirability Analysis 4

Situation Analysis
2-2.5 pages Growth / Size of the market 3
Opportunities 5
Threats 5
Direct Competitors (including market shares) 5
Indirect Competitors 3
Market Concentration 2

Product
1-1.5 pages Product Description 3
Positioning (including map) 3
Differentiation 2
Branding (name, logo) 4
Product Lifecycle Status / Issues 2

Pricing
1-1.5 pages Price 2
Pricing Strategy 5
Pricing Adjustments (promotions) 2

Distribution
1-1.5 pages Distribution strategy 5
Potential channel conflicts 3
Where the product is available / # outlets 2
How the product is presented / displayed 3
Promotion
1-1.5 pages Communication objectives & Key message 6
Use of and examples of promotional mix 10

Financial
Contribution Margin 3
Break-even Units / Dollars 4
Projected sales in units, dollars, profit / loss 3

Foreign Entry 10

Timeline 5

Grammar 10

TOTAL 140

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