MBA Marketing Module Assignment

Marketing Order Description MBA Marketing Module Assignment Marketing Plan: Regime Change Health Spa Length: 3,000 (+/-10%) words excluding references, figures, and tables; appendices should be used where appropriate part one should be 2250 words and part two 750 words The assignment is composed of TWO parts. PART ONE Company Background: Regime Change is a UK health spa that is responding to the need for a healthier, organic and sustainable lifestyle. They have been successfully trading for 10 years and see the opportunity to build and extend their brand into other complementary sectors. They currently operate in the major cities in the UK, London, Manchester, Leeds, Hull, and Edinburgh. Their product offering comprises of a day spa with a variety of treatments promoting wellness and a healthy lifestyle. They specialize in anti ageing treatments and have an anti ageing product range for the at home market. Three years ago they extended their product range into the organic food delivery market. They have just completed a share issue that has raised a significant amount of money that will enable them to capitalize on this global trend for health and wellness. Their aim is to develop two different product lines. Firstly, a range of hotels that offer luxury accommodation complete with spa and pool complex that showcases their anti ageing spa treatments. Three top quality restaurants serving healthy food, accommodating a variety of dietary requirements including a Japanese restaurant, a vegetarian/vegan restaurant, complement this. This food will be sourced by their organic food sector of the business. Secondly, a range of retail outlets in major cities globally. These retail outlets will sell organic food, ready meals and also the spa products. These stores will highlight Regime Change’s passion for healthy, tasty and nutritious food where the customer can make their own food from our raw ingredients. Alternatively, for those customers who have busy lifestyles we provide a top quality range of high quality ready meals that just need popping in the oven after a hard days work. As the newly appointed marketing manager for your Bahrain region select ONLY ONE of the above product lines and devise a marketing plan for the launch in your region. Part 1 Devise a Marketing Plan. This should follow the SOSTAC acronym and include the following key sections: Executive Summary Marketing Plan • Situation analysis (SWOT, PESTAL, competitors’ analysis, customer analysis, industrial analysis using Porter 5 forces) • Objectives • Strategy • Tactics • Action • Control Part 2 • Drawing upon a number of examples of your choosing, demonstrate how the web can be used to vary one specific element of the marketing mix. Conclude by assessing whether, based upon your analysis, the web constitutes a disruptive innovation for marketing. Please remember that you should only select one single element of the Marketing mix. • Your essay must show how theoretical foundations can be applied in practical applications. To succeed it is critical that you read both text books and journal articles to see how others have used theories of Marketing you are writing about and use their ideas to underpin your own arguments • If you don’t include such arguments based on literature sources, properly referenced in your work, you will fail this element. • It must be written in essay format and in accordance with the rules relating to using Harvard referencing. This should be included as a subsection of the main report. • In no more than 750 words, (worth 25% of the assignment marks) Assignment should include: • Executive Summary • Marketing Audit/ Situation Analysis • Objectives • Strategy • Tactics • Action Plan • Control • Must include figures and tables Sample of Table of Contents of an outstanding Assignment Table of Figures Tables 4 1. Executive Summary 5 2. Situation Analyses 2.1 Market Summary 2.1.1 Market Needs 7 2.1.2 Market Demographics 7 2.1.3 Market Geographic’s 8 2.1.4 Market Growth 8 2.1.5 Market Trends 10 2.1.6 Market Position 2.2 SWOT Analyses 2.3 Critical Approach 3. Key Competitors 3.1 Porters Five Forces 3.2 Direct Competitor - Health and Safety Market 3.3 Marketing Mix: Wherify Wireless Inc 3.4 SWOT Analysis: Wherify Wireless Inc 3.5 Competitor Response Profile 3.6 Indirect Competitor 4. Marketing Strategy 4.1Mission 4.2 Marketing Objectives and Goals 4.3 Diffusion of Innovation 4.4 Positioning 4.5 Marketing Mix 4.6 Media Channel Recommendation 4.6.1 Primary Media Focus: Below the Line 4.6.2 Below the Line Methods 6.3 Secondary Media Focus: Above the Line 4.6.4 Above the Line Methods 4.6.5 Push and Pull Strategies 4.7 Service Marketing Plan 5. Financials 5.1 Floor-up Budgeting 5.2 Sales Forecast 6. Controls 6.1Implementation 6.2 Media Costs 6.3 Best and Worst Case APPENDIX Bibliographies