Marketing 231: Group Assignment
Due Date
: 23 April 2023
Group members
: Min 8 and maximum of 10 group members
Number of pages : 16 pages (excluding front page, index page and
reference list)
Font size
: Arial, 12 font and 1.5 spacing
Total marks
: 100 Marks
Marketing planning is one of the most important skills a marketing professional
needs to master. It forms a fundamental part of marketing management and is the
logical first step to any marketing programme.
You are required to develop a marketing plan based on either the concept of
Sustainable marketing or the Boston Consulting Group (BSG) Matrix. Your
marketing plan will be used to start a business within your community.
Your marketing plan should include the following topics:
Start a business that is based within your community that is either making use of:
1. Sustainable marketing or
2. Boston Consulting Group Matrix (BCG) matrix
The literature review: As a group you must decide between sustainable marketing
or the Boston Consulting Group Matrix (BCG) matrix. You need to consult at least 812 academic journal articles on sustainable marketing or the Boston Consulting
Group Matrix (BCG) matrix. A minimum of six textbooks must be consulted. It should
be clear to the reader what this concept is all about. This section should be at least 5
pages.
Ideal business application: After completing your literature review, you should
have an excellent understanding of what the concept of sustainable marketing or the
Boston Consulting Group Matrix (BCG) matrix marketing is about. As a group, you
need to do a “mock start” (pretend) for a business within your community that is
based on sustainable marketing or the Boston Consulting Group Matrix (BCG)
matrix. This section, including a short profile of the business, type of business,
products/service offering, and pricing, should not be longer than ten pages. Pretend
that your business will run for seven days.
1. Business overview (4 pages)

Explaining your products/services

The problem you intend to solve within your community.

Profiling your target audience

Competitive advantage of sustainable marketing or the Boston Consulting
Group Matrix (BCG) matrix.
2. Marketing Strategy: Segmentation & Targeting (2 pages)

Choose segments to target

Discuss in detail the consumer decision-making process related to the
product/service that you are offering.

Highlight at least three social factors influencing consumers buying your
product/service.
3. Marketing Strategy: Positioning and Marketing Mix (2 pages)

7P’s of marketing discussed in detail related to your product/service

Positioning Strategy

Perceptual mapping Process
4. Branding and packaging (2 pages)

Discuss the difference between your product/service vs other private
brands in your community.

Provide five reasons why you selected the mode of packing your
product.

Explain how your product/service will be promoted on the packing.
5. Forecasting (1 page)

Make use of a diagram and explain how your product/service performs during
the product life cycle.

Explain in detail what strategies will be used during each of the four stages.
6. Summary

Provide a one page executive summary of your group assignment.
7. Marketing Plan

Compile your marketing plan into a written document.
8. Structure and layout

Include a front cover, table of contents, executive summary and reference list

Print and bind your assignment
9. Turnitin

Turnitin matches your assignment to all other sources in the vast Turnitin
databases. This includes matching your assignment to the work of other
students worldwide and in South Africa, including UWC and other MAN231
assignments. Your Turnitin percentage may not be more than 20 percent.
10. Referencing

Use the APA method of referencing for in-text and end text. You should
ensure that the in-text referencing is correct.