Individual Reflective Report

Purpose:

The reflective report tests students’ integrated marketing understanding, critical thinking, creative problem solving, and decision-making skills.

Description:

In Assessment 1 you with others in your group, developed a situation analysis for a

selected company in a single geographic marketplace culminating in a SWOT analysis and Issue Identification. This is the current situation that the company is in from a marketing perspective.

Based on this situation analysis of your chosen company, you are required to individually reflect on how you would conclude that plan, including develop appropriate marketing objectives, deciding on which markets to target, how to position the product/company, and an outlining overall approach to an appropriate new marketing mix.

You need to illustrate the links between the various elements of the marketing plan during this reflection. You must also incorporate business and trade publications and academic literature to support / justify your discussion. Unsubstantiated statements will not provide credibility to your discussion and you may be possibly marked down.

Format of the Report

1. Introduction
   1. Introduce to the reader what your chosen company was, and the 2 issues identified in assessment 1 that will inform the development of this report
   2. Introduce to the reader the structure of this report.

2. Marketing Objectives
   1. What marketing objectives need to be set by the company for the next 12 months. Please note that this does not need to be an exhaustive list but is consistent and logical based on the issues arising from assessment 1.

3. Target Market(s) and Positioning
   1. Identify and discuss segments you recommend are targeted using, where appropriate, relevant demographic, psychographic and behavioural segmentation approaches
   2. Describe the Positioning strategy for each segment
4. Overall approach to an appropriate marketing criteria
   1. Describe the marketing mix to reach the desired marketing objectives

5. Links between marketing plan elements
   1. Reflect and discuss the importance of the linkages between the marketing plan elements of the report to achieve objectives for your chosen organisation

6. Conclusion

7. References (not included in word count)

• Periodicals, journals, newspapers and textbooks are required to support your analysis.

8. Appendix (not included in word count)

Please note that report sample and a marking rubric are posted on Blackboard in the ‘Assessment’ folder to support you.