3.2 Assessment Part 2 – Strategic marketing plan format and guidelines Use the below format to write your strategic marketing plan. The students will also use the learning materials provided in lectures and tutorials to write the strategic marketing plan. 1. Situation Analysis (500 words) 1.1 Internal environment 1.2 Customer environment 1.3 External environment 3 Marketing Goals and Objectives (500 words) •Formal statements of desired and expected outcomes of the strategic marketing plan 4.1Goals Broad, simple statements of what is to be accomplished 4.2Objectives More specific performance targets 4 Marketing Strategy (500 words) 4.1 Target market 4.2 The marketing program 4.3 Branding and positioning strategy 4.2 Assessment Part 2 – Strategic marketing plan marking guide Student Name: ___________________________ Student ID: __________________ Student Name: ___________________________ Student ID: __________________ Assessment Criteria Criteria Weighting Earned Mark Situation Analysis The situation analysis should critically evaluate the business environment of Eastern Airline in terms of its internal environment, customer environment and external environment. The focus with reference to a range of sources including theoretical knowledge and literature, industrial reports and observations as appropriate. 4 Marketing Goals and Objectives Eastern Airline’s objectives and goals are succinctly stated and described. 2 Marketing Strategy Marketing strategies to overcome the failure are clearly identified and demonstrate a detailed discussion. 4 References - Skilful use of high quality, credible, relevant 10 or more academic sources to develop ideas. Accurate in-text citations and references using the appropriate APA style. All sources cited. Appropriate paraphrasing and use of direct quotes. - Excellent integration of academic sources to support argument. 1 Total 25