Assignment Guidelines This report should aim to link strategy and theory to the activities in the game. Your assignment should be no longer than around 3000-4000 words (excluding any appendices and references). The required report is as follows: A Marketing Plan for the next 3 Years. Key elements to include: Mission Statement Overall strategy adopted (and rationale) Corporate and Marketing Objectives Overall company positioning and targeted segments Marketing policies and tactics: - Products (planned products, etc) - Price (detailed information on pricing) - Place (distribution channels) - Promotion - this should include: Corporate and model specific activities Budget details - overall for the 3 years, and - breakdown for the 1st year by model and activity - Explain how the tactics will support the overall strategic plan. - Financial Projections this should include at least: - Projected sales (value) for each model over the next 3 years. - Control and Contingency plans. 11

2 11 12 14 15 16 17 LIIT MKT10903 MMiP Extra guidance regarding sales forecasting and promotional budgets Following a number of questions about the information available in the market research documents, this is some extra guidance based on the data provided. Sales Forecasting Looking at the information you are given, the market sector sizes are as follows: Small = 6.18 (million units sold, not value of sales) Medium = 5.49 Large = 3.09 Luxury = 0.80 Total sales = 15.56 (Figures are for 2019, but no change expected for 2020) An example corporate objective for the 1st year might be to achieve a 1% total market share, that is 155,600 units. Promotional Budgets Based on the above example, you could calculate a total budget for the first year as follows: Model Sector Unit Sales (1%) A Small 61,800 Medium 54,900 Ce Large 30,900 Price (?) Sales Rev Prom. Budget (10%) 15,000 927,000,000 92,700,000 25,000 1,372,500,000 137,250,000 2 40,000 1,236,000,000 123,600,00022 2 11 12 14 15 16 17 Promotional Budgets Based on the above example, you could calculate a total budget for the first year as follows: Model Sector Unit Sales (1%) A Smalle 61,800 B Medium 54,900 ce Large 30,900 De Luxury 8,000 Totals 155,600 Price (?) Sales Rey Prom. Budget (10% 15,000 927,000,000 92,700,000 25,000 1,372,500,000 137,250,000 2 40,000 1,236,000,000 123,600,00022 70,000 560,000,000 56,000,000 4,095,500,000 409,550,000 This is just a possible scenario for a company approaching the whole of the market with a model in each sector." Possible breakdown by activity for Model A (small size, say for under 25's) could be: Promotional Amount Spent % Of Total Comments Activity Television 37,080,000 402 Home & large screene Promotional 18,540,000 20- Finance offers to Offers customers Digital Media 18,540,000 20 Social media, smartphones, tablets, video Local Radio 9,270,000 102 Pop music 10 11 12 14 15 16 17 Sponsorship 9,270,000 102 stations Sports, concerts, celebrity endorsement Totale 92,700,000 100 Points to note The above example is just for one year (i.e. the first year). You would need to calculate figures (adjusted + or -) for years 2 and 3 of your plan to get your total budget requirement. The information that you have in the Market Research documents is limited and not as much as we might like to have (just as in real life). So, you may need to make some assumptions for your plan, e.g. the growth rate of individual sectors year on year. NB Some of you may choose to focus on niche market sectors, like Alternative Fuel Vehicles (AFV's) e.g. electric, hybrid, etc. The detailed numbers are a bit harder to predict. There are some indications of the size and growth of the Alternative Fuel vehicles segment (e.g. 1st quarter 2019 = 8.5% of the total market). Based on this the size of the AFV segment is 1.37 (million unit). So, you will have to base your assumptions on that. Your best estimates will have to suffice. As long as they are broadly realistic, they will be accectable. 2 11 12 14 15 16 17 LIIT MKT10903 MMiP Extra guidance regarding sales forecasting and promotional budgets Following a number of questions about the information available in the market research documents, this is some extra guidance based on the data provided. Sales Forecasting Looking at the information you are given, the market sector sizes are as follows: Small = 6.18 (million units sold, not value of sales) Medium = 5.49 Large = 3.09 Luxury = 0.80 Total sales = 15.56 (Figures are for 2019, but no change expected for 2020) An example corporate objective for the 1st year might be to achieve a 1% total market share, that is 155,600 units. Promotional Budgets Based on the above example, you could calculate a total budget for the first year as follows: Model Sector Unit Sales (1%) A Small 61,800 Medium 54,900 Ce Large 30,900 Price (?) Sales Rev Prom. Budget (10%) 15,000 927,000,000 92,700,000 25,000 1,372,500,000 137,250,000 2 40,000 1,236,000,000 123,600,00022 2 11 12 14 15 16 17 Promotional Budgets Based on the above example, you could calculate a total budget for the first year as follows: Model Sector Unit Sales (1%) A Smalle 61,800 B Medium 54,900 ce Large 30,900 De Luxury 8,000 Totals 155,600 Price (?) Sales Rey Prom. Budget (10% 15,000 927,000,000 92,700,000 25,000 1,372,500,000 137,250,000 2 40,000 1,236,000,000 123,600,00022 70,000 560,000,000 56,000,000 4,095,500,000 409,550,000 This is just a possible scenario for a company approaching the whole of the market with a model in each sector." Possible breakdown by activity for Model A (small size, say for under 25's) could be: Promotional Amount Spent % Of Total Comments Activity Television 37,080,000 402 Home & large screene Promotional 18,540,000 20- Finance offers to Offers customers Digital Media 18,540,000 20 Social media, smartphones, tablets, video Local Radio 9,270,000 102 Pop music 10 11 12 14 15 16 17 Sponsorship 9,270,000 102 stations Sports, concerts, celebrity endorsement Totale 92,700,000 100 Points to note The above example is just for one year (i.e. the first year). You would need to calculate figures (adjusted + or -) for years 2 and 3 of your plan to get your total budget requirement. The information that you have in the Market Research documents is limited and not as much as we might like to have (just as in real life). So, you may need to make some assumptions for your plan, e.g. the growth rate of individual sectors year on year. NB Some of you may choose to focus on niche market sectors, like Alternative Fuel Vehicles (AFV's) e.g. electric, hybrid, etc. The detailed numbers are a bit harder to predict. There are some indications of the size and growth of the Alternative Fuel vehicles segment (e.g. 1st quarter 2019 = 8.5% of the total market). Based on this the size of the AFV segment is 1.37 (million unit). So, you will have to base your assumptions on that. Your best estimates will have to suffice. As long as they are broadly realistic, they will be accectable