Page 1
DECLARATION
I, the undersigned, hereby declare that the following assignment is my own personal work,
except where the work(s) or publication of others have been acknowledged by means of
reference techniques.
I read and understood tutorial letter CMNALLE/301 regarding techniques and presentation
requirements, referencing techniques and plagiarism.
COM3702
Student Number 3725-252-0
First Semester 2016
Page 2
TABLE OF CONTENTS
PAGE
DECLARATION
1
1
INTRODUCTION
3
2
SITUATIONAL ANALYSIS
3
3
MARKETING OPPORTUNITIES
3
4
MARKETING OBJECTIVES
3
5
STRATEGIES AND ACTION PLANS
4
6
FINANCIAL CONTROLS AND BUDGETS
5
7
CONCLUSION
6
SOURCES CONSULTED
COM3702
7
Student Number 3725-252-0
First Semester 2016
Page 3
1
INTRODUCTION
This assignment would introduce the concept of a marketing plan and further outline its
five step process which is situational analysis, marketing opportunities and objectives,
strategies, action plans, financial control and budgets.
2
SITUATIONAL ANALYSIS
Situational analysis is an important first step in the process, which a marketing manager is
required to undertake in order to analyse the organisation’s internal and external environments such as “the total marketing mix, product sales history, target market, market position, competitor pricing policies, trends and so on” (Angelopulo & Barker 2009:161).
For example: The marketing manager of Pusang International Hotel can make use of a
SWOT (strength, Weakness, Opportunities, Threads) analysis to identify the strengths
which is, the location of the hotel at Umkhahlaba Mountain range which has been identified as a tourist attraction site. Advantageous because targeted international students
would be able to take an opportunity of the current weak rand to visit South Africa.
3
MARKETING OPPORTUNITIES
After determining the current situation, the marketing...