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 Your appointment is a Marketing Consultant. You are required to prepare a 3 year marketing plan for The Ski Club of Great Britain. Task 1. To produce a summary of an environmental appraisal analysis for the company - LO1 (20% weighting). Task 2. To identify at least 2 new target markets appropriate to the company in the U.K. market. This must include full justification of the target markets, customer profiling and positioning – LO2 (35% weighting). Task 3. To 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) INSTRUCTION FROM MY SUPERVISOR 1) You are required to extract information from the case study provided 2) DO NOT over write task 1 –keep it to max 1500 words , 2) Introduction – please just keep it brief, there no need to restate what is in the case study, just discuss the objectives of the marketing plan 3) PESTEL discussion is before SWOT 4) PESTEL – limit to information relevant to the impact on SKI CLUB business and your potential target segments 5) SWOT facts and information must be cited (even if from case study) 6) Please include a COMPETITIONS study 7) The 2 target markets selections – make sure you have facts to substantiate the choices (see segmentation criteria slides) 8) Have a clear POSITIONING statement for each market – this is important as the unique selling points comes from it, you can provide a brand positioning study 9) State clearly marketing objectives of each segments 10) There MUST be 2 different marketing mix (4Ps) strategies 11) Remember to include promotion Ganett Chart to illustrate your promotion mix (marketing communications mix) plan 12) Provide a monitoring and control discussions 13) 3 Years plan with financial – you can expressed as year 1, year 2 and year 3