7MK002 Marketing Management: One Fine Stay UK Marketing Plan

This report presents a three-year marketing plan developed for One Fine Stay in the UK market. It begins with a summary of an environmental appraisal analysis, evaluating the internal and external factors influencing the company. The plan then identifies two new target markets, providing detailed justification, customer profiling, and positioning strategies for each. Furthermore, the report develops differentiated marketing mixes tailored to each target market, incorporating specific marketing objectives and control mechanisms to measure and evaluate the plan's effectiveness. The recommendations are fully justified, drawing upon relevant marketing theories, models, and tools to ensure a comprehensive and actionable marketing strategy. The plan aims to provide a framework for One Fine Stay to achieve its marketing goals within the UK market.

(Please delete as appropriate. If “other” please specify)
Module assessment detail (approved at validation as amended by module modification)
Module code & title 7MK002 Marketing Management
Module Learning outcomes: Tick ()
if tested
here
LO1 Critically analyse the changing environment(s) within which
organisations operate and the implications for marketing
management.

LO2 Synthesise marketing theory in order to develop marketing plans,
applying appropriate models, tools and techniques.

LO3 Formulate control mechanisms in order to evaluate the
effectiveness of the marketing plan.

Assessment types Weightings
(%)
Assignment
100
Assessment type, weighting and LOs tested by this assessment indicated in the shaded area above by a 
Important requirements (Delete where appropriate, if other please provide detail)
Mode of Working: individual
Presentation Format: assignment
Mark required to pass this coursework: 50%
(Complete following detail)
Assessment limits (in accordance
with UWBS assessment tariff)
No more than: 6000 words, excluding appendices
Assessment Brief/ Task
The detailed requirements for this task are as follows:
You have been appointed as a Marketing Consultant. In this role you are required to prepare a three-year
marketing plan for One Fine Stay in the UK market
Task 1. You are required to produce a summary of an environmental appraisal analysis for the company One
Fine Stay in the U.K. market. - LO1 (20% weighting).
Task 2. Identify two new target markets appropriate to the company, One Fine Stay in the U.K. market.
This must include full justification of the target markets, customer profiling and positioning – LO2 (35%
weighting).
Task 3.Develop differentiated marketing mixes for each target market identified in part 2 (above). This must
include marketing objectives and control sections for each mix. All recommendations must be fully justified –
LO2, LO3 (45% weighting)
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 Summary of environmental appraisal analysis – LO1 (20% weighting)
 Identification of two target markets appropriate to This must include full justification of the
target markets, customer profiling and positioning – LO2 (35% weighting)
 Development of differentiated marketing mixes for each target market identified in part 2 (above).
This must include marketing objectives and control sections for each mix. All recommendations
must be fully justified – LO2, LO3 (45% weighting)
Performance descriptors
Performance descriptors indicate how marks will be arrived at against each of the above criteria. The
descriptors indicate the likely characteristics of work that is marked within the percentage bands indicated.
1. Summary of environmental appraisal analysis – LO1 (20% weighting) for One Fine
Stay in the U.K. market.
70+% An excellent analysis of the internal and external environments using a range of
appropriate analytical tools and evidence.
60-69& Evidence of a very good analysis of the internal and external environment that
provides a very good basis for the development of a marketing plan.
50-59% Demonstrates a sound analysis providing a solid insight into the organisation and
its external environment. Some soundly based analysis that provides satisfactory
evidence of an appropriate, albeit limited, understanding of the internal and
external environments.
40-49% Insufficient evidence of an appropriate analysis that provides a meaningful insight
into the organisation and its environment. Narrow, inappropriate use of analytical
tools and supporting evidence.
0-39% Fails to meet the criteria. Insufficient, incomplete or inappropriate use of analytical
tools and supporting evidence.
2. Identification of two new target markets appropriate to the company, One Fine Stay in the U.K.
market. This must include full justification of the target markets, customer profiling and positioning
– LO2 (35% weighting)
70% + Clear evidence of an excellent ability to successfully identify target markets and
then provide a comprehensive justification, customer profile and positioning
statement for each one.
60-69% Evidence of a very good ability to successfully identify target markets and then
provide a good justification, customer profile and positioning statement for each
one.
50-59% Some evidence of an ability to identify target markets and then provide satisfactory
justification, customer profile and positioning statement for each one.
40-49% Poor identification of target markets that is lacking in soundly based justification,
customer profiling and positioning statement. Poor ability to utilise the findings
from the analysis in identifying appropriate target markets.
0-39% Fails to meet the criteria. Insufficient, incomplete or inappropriate identification,
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justification, consumer profiling and positioning.
3. Development of differentiated marketing mixes for each target market identified in
part 2 (above). This must include marketing objectives and control sections for each
mix. All recommendations must be fully justified – LO2, LO3 (45% weighting)
70%+ Clear evidence of an excellent ability to successfully synthesise theoretical
frameworks, models and tools into practice, resulting in the development and
comprehensive justification of differentiated marketing mixes for each target
market (including objectives and control mechanisms).
60-69% Evidence of a very good ability to successfully synthesise theoretical frameworks,
models and tools into practice, resulting in the development and good justification
of differentiated marketing mixes for each target market (including objectives and
control mechanisms).
50-59 Some evidence of a solid ability to synthesise theoretical frameworks, models and
tools into practice, resulting in the development and appropriate justification of
differentiated marketing mixes for each target market (including objectives and
control mechanisms).
40-49% Unsatisfactory evidence of an ability to synthesise theoretical frameworks, models
and tools in practice, resulting in the development and justification of limited
marketing mixes for each target market. The marketing mixes are not clearly
differentiated and do not include appropriate objectives and control mechanisms.
0-39% Fails to meet the criteria. Insufficient ability to synthesise theoretical frameworks,
models and tools in practice, resulting in an incomplete and inappropriate
development and justification of marketing mixes for each target market.
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