MN7032SR

Marketing in the Digital World   

 Academic Year 2024/25

Assessment 2

Individual Report

Word counts: 2,000 (+/-10%)

First Marker:

Second Marker:

Title of report: Marketing Plan of ComfortAir Plc.

Assessment criteria

Level of achievement

1st Marker

2nd Marker

Executive Summary and Recommendations

(15 marks)

An overview of the key points and recommendations.

(15 marks)

Set and justify Marketing Objectives

(10 marks)

Provide a practical outline of SMART marketing

objectives in line with the organisation’s objectives that are fully justified

(10 Marks)

Positioning strategies given the target audience

(15 marks)

Demonstrate a clear understanding of the targeting strategy that leads to the positioning of the company: Justify your targeting and positioning strategy using models such as STP (10 marks) 

Show a positioning map with key competitors including competitive scene in mind to support the airline’s launch

(5 marks)

Marketing Mix: Product / Service Plan, Distribution Channels, Pricing, Communications.

(25 marks)

1. Provide a Customer Value Proposition based on STP analysis. (10 marks)

2. Provide recommendations on the marketing mix (4Ps + 3Ps) for ComfortAir Plc.

(15 marks)

Market Entry Options

(15 marks)

Provide recommendations regarding the market entry strategies (10 marks)

Part of your recommendations should include a justification of your suggested market entry method

(5 marks)

Outline Controls and Metrics

(10 marks)

What Metrics and Key Performance Indicators would you use? (5 marks)

List the key risks and contingency plans

(5 marks)

Presentation

(10 marks)

1. Appropriate academic writing and language

2. In-text citation and referencing

(10 marks)

Total (100 marks)

Areas for Improvements

From First Marker

Knowledge and understanding

Analysis and evaluation

From Second Marker

Knowledge and understanding

Analysis and evaluation

Agreed Mark

First marker’s marks/date:

Second marker’s marks/date: