Prepare a detailed Marketing Plan based on the real scenario below.
You are needed to prepare a detailed Marketing Plan based on the real scenario below. Maximum word limit for the Marketing Plan is 2700 words. You have decided that you want to run a Traditional Toyshop – now you must decide on how you will achieve this. You have managed to acquire, in six months, the lease (£24,000 p.a. payable in monthly instalments.) on a retail shop (approx 50m²), currently selling Shakespearean memorabilia and books in Henley Street, Stratford-upon-Avon, directly opposite Shakespeare’s Birth Place property. You have approached your bankers to raise £90,000 for lease payments, shop refurbishment, opening stock etc. They require you to prepare a detailed marketing plan before they decide whether to make funds available to you. Marking Scheme: Structure 10% Content is organised and appropriate; coherent; flow of information, arguments, and concepts Knowledge and Understanding 30% Identifies, explains, draws on appropriate theories, models, literature to demonstrate depth and breadth of reading to address the scenario Application 30% Application of theory, statistical data and practical examples appropriate to the scenario Analysis and Recommendations 20% Evaluation and critical analysis of the topic, synthesis of ideas/concepts, appropriate conclusions, justified recommendations Presentation 10% Spelling, punctuation, grammar, layout, accurate CU Harvard Referencing style, writing style academic/professional PTO Assessment criteria: Your plan must address the following:  Name of the Shop  Executive Summary  Situation Analysis / Marketing Audit (including relevant statistical data) o Market Summary  Market Demographics  Market Needs  Market Trends  Market Growth o SWOT Analysis  Strengths  Weaknesses  Opportunities  Threats o Competition and Buying Patterns o Services o Keys to Success o Critical Issues  Marketing Strategy o Mission o Marketing Objectives o Financial Objectives o Target Marketing Strategy o Positioning Strategy o Marketing Mix o Marketing Research  Financials, Budgets, and Forecasts o Break-even Analysis o Sales Forecast o Expense Forecast  Controls o Implementation Milestones o Marketing Organization o Contingency Planning
Project does not have any attached files
