Assessment brief (if appropriate, please refer to module assessment briefing document)
You have been appointed as an external Marketing Consultant and have been asked to prepare a three-year marketing plan for the case study business being used for this module – Joules.
Task 1. You are required to produce a summary and analysis of the current marketing environment for the business LO1 (20% weighting)
Task 2. Identify two new target market segments for the business. This must include justification for the selection of each target market, customer profiling and market positioning versus the competition. LO2 (35% weighting).
Task 3. Develop a clearly differentiated marketing mix for each of the target markets identified in Task 2. This must include marketing objectives, strategy and control sections for each marketing mix. All recommendations must be fully justified. LO2, LO3 (45% weighting)
Your report (6000 words excluding references) will need to meet the learning objectives and assessment criteria, as part of a three-year marketing plan. Please refer to the case study material on Canvas.
