A marketing plan is a business document written for the purpose of explaining the
current market position of a business and its marketing strategy for the period
covered by the marketing plan. Marketing plans usually cover a period of one to five
years. The assessment will require all students to write an individual marketing plan
covering a period of one year. The purpose of a coursework 2 is to clearly exhibit the
steps or actions that have been taken to achieve the planned goals.
Marketing Plan for an existing company in your subject area.
As the final assignment for this module, you are required to write a Marketing Plan
assessing the CURRENT marketing strategies of an existing company in your
subject area from the list below. You should evaluate ONE company from the list
below and assess this company in the UK.
You will be evaluating:
S- Situational analysis (assessing the current macro and micro environment)
O- Objectives (TWO SMART objectives). These objectives will derive from your
situational analysis
S – Strategy (assessing the current strategies which relate to the 2 SMART
objectives)
T – Tactics (assessing the current tactics which relate to the 2 SMART objectives)
A – Action (Please use a Gantt chart to help explain the actions as part of the
strategy and tactics)
C- Control (You can either investigate what the company is currently doing or make
suggestions via further reading.)
Evaluate ONE company from the list below. Your marketing plan should be UK
focused. This plan should identify the current ways the company is generating value
for stakeholders in the UK.
The marketing plan should follow the SOSTAC model. It is vital that all students read
and understand the marking rubric.
Please select a company in your subject area and one market offering
(product/service) from the company’s product portfolio.

Global Business Google, Netflix, P&G (select one
company from their portfolio), Cadbury
Marketing M&S, Nike, Unilever (select one company
from their portfolio)
HR Hilton, Starbucks, Coca Cola (e.g. Coca
cola, Fanta, Smart water – select one company from their portfolio)
Finance JP Morgan, HSBC, Mastercard, Paypal

This assignment should be presented in a standard marketing plan format of
between 2,000 – 2,500 words and submitted by Moodle.