You have been appointed as a Marketing Consultant. In this role you are required to prepare a three-year marketing plan for Harley Davidson in the U.K market.

You have been appointed as a Marketing Consultant. In this role you are required to prepare a three-year marketing plan for Harley Davidson in the U.K market.
Task

You have been appointed as a Marketing Consultant. In this role you are required to prepare a three-year marketing plan for Harley Davidson in the U.K market.
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.
2. Identification of two new target markets appropriate to Harley Davidson in the U.K. market. This must include full justification of the target markets, customer profiling and positioning – LO2 (35% weighting)

A
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.

B
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.

C
Evidence of a solid ability to identify target markets and then provide an appropriate justification, customer profile and positioning statement for each one.

D
Some evidence of an ability to identify target markets and then provide satisfactory justification, customer profile and positioning statement for each one. Partial in its treatment and possibly lacking independent thought and creativity.

E
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.

F
Fails to meet the criteria for E. Insufficient, incomplete or inappropriate identification, 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)

 

 

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