Final WorkgroupProject

Marketing Management

Done by Professor Hélia Gonçalves Pereira. Any copy or use of the content is forbidden without the authors permission.

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Objectives

1. To understand and identify the main stages of a

Marketing Plan;

2. To develop a Marketing Plan of a real

company/brand;

3. To develop competencies of marketing planning in

order to help the business to grow;

4. Aquire a critical analytical thinking about the real

problems of the company.

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Industries

You can choose a company from the following industries:

Fashion (clothes and acessories);

Gadgets (technology);

Luxury (premium price);

Online Business (when the company’s business is exclusively

dependent on the internet);

Street Food (food trucks)

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RecomendationsIt is advisable that students collect previously - on the internet or other sources -information about the organization and its sector, before addressing the companies.

Students should be very clear in their initial approach to the company about the work they will do, the information they want to collect and show the potential benefits the company may have by carrying out the work.

In all your contacts (telephone or personal) it is essential that students ensure a professional image, in order to ensure their success and a good image for IBS.

Finally, where necessary, it is advisable that students approach the company by using a telephone script in order to maximize the chances of successfully speaking to the desired responsible of the company.

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What do you have to do?

The work should be between 25 to 30 A4 pages.

The contents of the work should include: 0. Index1. Introduction (Máx. 1 Pág.)

2. Methodology (Máx. 1 pág)

3. Situation Analysis (Máx. 12 Págs.)

3.1. External Analysis – Market3.2. External Analysis – Competition3.3. Internal Analysis3.4. Competitive Analysis (inclides SWOT)

4. Big Strategic Options (Objectives, Target-Segments, Positioning) (Máx. 3 Págs.)

5. Marketing-mix (Máx. 15 Págs.)

6. Bibliography

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1. Introduction

Main objectives of the work; Company and Sector and Characteristics and

Structure

2. Methodology

How have you collected data? How have you treated data?

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3. Situation Analysis

MEDIATE Economical Context; Political-Legal Context; Socio-Cultural Context; Technological Context; …

IMMEDIATE Sector Characteristics – Target Segments Identification Market Structure Total Market Dimension Market Evolution Consumer Behavior Demand Sensibility to Marketing Strategies/Policies

3.1. External Analysis – Market

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Identify Main Competitors Brands and Products from each competitor Marketing Strategy of the main competitors - STP Marketing-Mix Strategy of the main competitors:

Product Price Place Comunicação (SOM; SOV)

What are the predicted strategic evolutions of each competitor?

What are their Competitive Advantages?

3. Situation Analysis

3.2. External Anaysis – Competition

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3. Situation Analysis

Global Sales and Sales by Product Evolution Global Margins and Margins by Product Evolution Sales by Geographic Location and/or Type of Customer

3.4. Competitive Analysis

C.S.F (Critical Sucess Factors) SWOT Analysis

3.3. Internal Analysis

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4. Strategic Objectives, Goals Options

What is the Business Model of the Company What are the Objectives of the Company What tests have been made about the concept Marketing Strategy Fundamentals – Segmentation, Target and

Positioning; Added Value Competitive Advantages

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5. Marketing-Mix

Marketing-Mix Policies Product Price Place Promotion

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6. Bibliography

Examples of rules to follow for writing the bibliography:

Names of Authors (LAST, First). (Year of Edition), “Title of Article”, Source in Italic (if it is an article the number of the journal must also be reported), pages.

SILVA, João M., MORAIS, Rui e ANDRADE, António J. (2005), “Tudo o que não deve esquecer sobre como fazer um trabalho de grupo”, Marketing Criativo, nº 5, pp 34-50

ANTUNES, Maria João (2002), “Regresso ao Passado”, Editora Rumo das Letras, Portalegre

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Don’t Forget

The page number as a footnote is mandatory.

You should rigourously cite every source, including tables, images and texts.The rule should be: everything that is not made by the group must have the source included (internet sources included). If you are making a direct quote, you should place it in quotation marks and cite the specific page number.

Make a reference for every work that has been indicated in the text.

Be sure to double check informations that the company gives you about their market and results. Sometimes their may be some communication issues and some of the results are not properly reported.

Do not assume that every information is correct – Always compare information from multiple sources.