McDonalds Restaurants in Oman

Assignment 2 Information Sheet

 

 

 

 

Word limit 3,500 words. This will exclude your references in the bibliography , the appendices, and the cover page.

 

 

 


Assignment Detail

 

 

Assessment 2: Individual Marketing Plan Report

 

Marketing Plan Task:

 

The case study indicates a strong orientation of McDonalds towards the development of new product offerings in the Omani market.

As a Marketing Consultant, you have been approached by Ali K.Daud, Development Licensee and President of McDonald’s Oman to complete the following tasks:

 

  • research the Omani market and identify new product offerings; and develop a marketing plan to further consolidate McDonald’s position in the Omani market. This plan should take into consideration your recommended new product offerings.

 

 

Key Areas for Consideration:

 

  • Market situational analysis – especially the competition and consumer behaviour
  • Segmentation and targeting
  • Objectives
  • Marketing mix strategy (product/branding, price, promotion and distribution strategies). In terms of the product, your recommendation for new product offerings must be based on information obtained on consumer behaviour in this market.
  • Implementation
  • Evaluation and Control
  • Sales Forecast
  • Budget

 

 

 

 

 

 

Some Guidance on the Marketing Plan Report

 

  1. Objectives – objectives need to be SMART but it is unnecessary to explain in detailed how smart they are.
  2. The balance between market analysis and the actual planning/actions– ensure that your submissions are balanced with regards to analysis and planning. For example, do not use a lot of space summarising the analysis, at the expense of setting objectives and planning objective-specific marketing strategies and tactics.
  3. Vagueness – planning needs to be very specific; stating that you will use ‘social media’ for promotion because it is the ‘most efficient tool’ is not enough. You need to explain the social media tool (s) – what they are, why you are using them and how you would use them.
  4. Academic content – you are expected to apply models, and not just describe or define them. For example, your SWOT or PEST analyses should not read like textbooks in which you explain what SWOT or PEST are – this is essentially incorrect. You need to apply them and not describe them.
  5. Executive summary – an executive summary should be written in a way that allows the executive who reads it to know what the problem is and how it is to be solved. Essentially, it is a summary of your problem statement, objectives and how to achieve them (i.e. how to solve the problem).
  6. Secondary data use – Analysis should be supported with secondary data (from the literature). You should demonstrate wider reading and acknowledge the sources of your information, both in the main body and in your bibliography. Avoid making very bold but not substantiated statements, such as ‘the only fast food Company in Oman’ or ‘massive campaign’ or ‘massive customer segment’. Give numbers if you think the segment is large and compare it to other segments to give an idea of the size of it. Worth noting that your product offerings must relate to your chosen segments.
  7. Presentation and structure – to achieve an excellent grade, your presentation needs to be immaculate – this includes numbering tables, referencing correctly etc. Do not present a lot of data and information in tables as appendices. Data or statistics that refer directly to your discussion in the main body, should be presented in the main body. Tables and figures – tables and figures need to be numbered and each should have a title that is self-explanatory. Your analytical content must be high, demonstrating critical thinking and the ability to apply relevant marketing concepts (refer to the marking criteria).

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Marking Criteria for the Marketing Plan Report

 

To obtain an A grade you must:

 

  • Demonstrate a thorough understanding of the task for the Marketing Plan
  • Display knowledge of the concepts/theories involved and an ability to apply them effectively.
  • Provide evidence of further reading, including academic journals.
  • Demonstrate the ability to select critical aspects of the plan, evaluate them and communicate the conclusions and strategic recommendations effectively

 

To obtain a B grade:

  • Show a clear understanding of the tasks for the Marketing Plan
  • Display knowledge of most of the concepts/ theories involved and an ability to apply them effectively.
  • Provide evidence of wider reading.
  • Demonstrate the ability to select critical aspects of the plan, evaluate them and draw sound conclusions and strategic recommendations.

 

To obtain a C grade:

  • Show an adequate understanding of the tasks for the Marketing Plan
  • Display knowledge of some of the concepts/ theories involved and an ability to apply them.
  • Provide evidence of some wider reading.
  • Demonstrate the ability to select key aspects of the plan and provide analysis of these.

 

To obtain a D grade:

  • Show some understanding of the tasks for the Marketing Plan
  • Display knowledge of some of the concepts/ theories involved and an ability to apply them.
  • Provide evidence of some wider reading.
  • Demonstrate the ability to select key aspects of the plan and provide analysis of these.

 

To obtain an E grade:

  • Made an attempt to complete the tasks of the Marketing plan
  • Display little knowledge of the concepts/ theories involved.
  • No evidence of academic reading.
  • An inability to recognise the key aspects of the plan.

 

 

To obtain an F1/F2 grade:

  • Work of little academic merit.

 

To obtain a G grade:

  • Work of no academic merit.
  • No attempt.

 

 

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