Marketing plan for objectives, strategy, tactics, action, and control

Learning Outcome 1 Synthesise marketing theories, models and frameworks in the context of global markets.

Learning Outcome 2 Critically evaluate and apply theoretical knowledge to resolve contemporary marketing issues and practical business problems.

Learning Outcome 3 Analyse dynamic marketing environments, and create multinational strategic options to strengthen business acumen.

Learning Outcome 4 Create and appraise a marketing plan in support of marketing and organisational strategic objectives.

Learning Outcome 5 Critically assess the role of digitalisation and new technologies in fostering marketing communications and performance.

Assignment Guidelines:

The marketing plan should follow the SOSTAC model. You have completed the situation analysis (S) in coursework 1, this assignment requires you to continue to further develop the marketing plan based on the SOSTAC model. You need to use the same company you have chosen for coursework 1, produce an individual report that focuses on developing objectives, strategy, tactics, action, and control (OSTAC).

Please note your analysis should be linked to your situation analysis in coursework 1, and it must be UK focused.

Proposed Assignment Structure:

Cover Page
Executive Summary - Limited to one page, this succinctly encapsulates each section of your plan. The aim is to provide readers with a fundamental understanding of all plan components, facilitating their comprehension of the plan as a whole.
Table of Contents - Inclusive of all sections and sub-sections, this should also encompass the list of figures and tables.
Introduction
Main Body - Comprising the following stages:

a. Objectives
You are tasked with establishing two SMART objectives, derived from either:
Your situational analysis, or
The company's annual report or its website.

Strategy
This phase requires an assessment of current strategies linked to the SMART objectives you've just formulated. A marketing strategy serves as a broad directional statement outlining how marketing objectives will be achieved. Within our marketing plan, these strategies provide an initial overview of various marketing tools and their application in accomplishing the marketing objectives. Use the Ansoff Matrix as your marketing strategic framework in this section.

Tactics
Tactics encompass the specific elements of the marketing mix (7P's) that you intend to employ to attain the objectives outlined in your marketing plan. This section delves into the granular details of implementing the strategy step by step. To support the achievement of the objectives, apply the 7P's of the marketing mix to emphasise key attributes to be addressed by Company X. Additionally, include internal marketing in this section to illustrate how this marketing plan can be promoted within the organisation.

Action
The action section outlines what must be accomplished for each tactic listed in the preceding section of the SOSTAC plan to actualise the objectives of your marketing plan. Use a Gantt Chart to help explain the actions as part of the strategy and tactics.

Control
The final stage is to outline how you plan to monitor and measure your performance based on the objectives set at stage 2. The tactics have been considered, and your control section is providing you with a series of dashboards tailored for each tactic. Set KPIs per tactic that tie back into the objectives set and establish a weekly/monthly set of monitoring dashboards to ensure you are on track to meet the objectives set.

6. Conclusion - This section should summarise your key findings and recommendations.