MN7032SR Marketing in the Digital World Assessment 2Web

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MN7032SR Marketing in the Digital World		Academic Year 2024/25 Assessment 2 Individual Report Word counts: 2,000 (+/-10%)
First Marker:
Second Marker:
Title of report: Marketing Plan of ComfortAir Plc.
Assessment criteria		Level of achievement	1st Marker	2nd Marker
Executive Summary and Recommendations (15 marks)		An overview of the key points and recommendations. (15 marks)
Set and justify Marketing Objectives (10 marks)		Provide a practical outline of SMART marketing objectives in line with the organisation’s objectives that are fully justified (10 Marks)
Positioning strategies given the target audience (15 marks)		Demonstrate a clear understanding of the targeting strat MN7032SR Marketing in the Digital World Assessment 2Web egy that leads to the positioning of the company: Justify your targeting and positioning strategy using models such as STP (10 marks)  Show a positioning map with key competitors including competitive scene in mind to support the airline’s launch (5 marks)
Marketing Mix: Product / Service Plan, Distribution Channels, Pricing, Communications. (25 marks)		1. Provide a Customer Value Proposition based on STP analysis. (10 marks) 2. Provide recommendations on the marketing mix (4Ps + 3Ps) for ComfortAir Plc. (15 marks)
Market Entry Options (15 marks)		Provide recommendations regarding the market entry strategies (10 marks) Part of your recommendations should include a justification of your suggested market entry method (5 marks)
Outline Controls and Metrics (10 marks)		What Metrics and Key Performance Indicators would you use? (5 marks) List the key risks and contingency plans (5 marks)
Presentation (10 marks)		1. Appropriate academic writing and language 2