Select a company or brand of your choice and evaluate the current marketing strategy, i.e. where are they now and how is it performing. Develop a strategic marketing plan for this company for the next two years that will set its brands apart from competition and grow top-line, bottom-line, and market share while delivering superior consumer value compared to competition. Students are expected to submit a fully-fledged marketing plan including objectives, strategies; Segmenting, targeting, and positioning, implementation details with time frames, budgets required, and expected results (Key performance indicators based on marketing objectives). Students are required to submit volume and value forecasts, profitability and market share forecasts, together with projected financial statements along with assumptions to justify their plan.
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