Business Plans for marketing manager

Question 1
For this assignment, assume that you are the marketing manager of the organisation that you
are currently working at. Design and develop a marketing plan to propose a new product or
service that your organisation will introduce in the Singapore market in January 2018.
You are required to conduct research on the industry, critically evaluate the current situation
and trends, specify the marketing objective (s) and formulate the marketing strategy and
action plans for the new product/service, using the models, theories, and methods that you
have learned in this course. The target audience for this consulting report is the senior
management team/ board members of the organization.
In this assessment, you will be assessed on your ability to:
• Evaluate the role of marketing in developing successful business strategies
• Assess market opportunities
• Apply marketing principles and practices to real and hypothetical situations
• Evaluate and propose marketing mix decisions
• Organise and plan effective implementation and control of marketing programmes
• Synthesise information and apply them to particular marketing scenarios
• Demonstrate writing proficiency
a. Selection of Organization
This proposed product or service must be related to your employer or line of business of your
organization. This proposed product/service can be hypothetical but it should be as realistic
as possible. Notify your instructor of your choice. There should not be any duplication in
selected organization/brand of products/services.
b. You are expected to submit a written report with no more than 4,000 words (excluding
appendix and reference).
c. You should submit original work. Do not copy any content of your submission directly
from any source (public or private).
d. Provide a minimum of five (5) references which must be cited in in your report.
e. You may use the e-resources from SUSS e-library to search for relevant market and
industry data. You may access relevant information using online databases via
http://primo.sim.edu.sg/eresources/
Some useful online databases for your reference: Emerging Market Information Sources
(EMIS), Factiva and Passport
f. The marketing plan will include the following sections:
A. Executive summary
• A brief description of the company background and the proposed product or service you
will cover in the following parts of the marketing plan.