MBA MARKETING MODULE MBA7003 (2012-13)
ASSIGNMENT 2: 70%
MARKETING PLAN
FIRST SIT
You must work INDIVIDUALLY to develop an outline marketing plan of 3000 words for a market entry /
growth opportunity in Bulgaria for Domino’s Pizza.
Your plan should include the following:
a. Target market: a description of your target market – its characteristics, size (value and
volume) and trends
b. Microenvironment: discussion of the existing microenvironment for your segment (current
competitors and distributors)
c. Key marketing strategies: strategies you will use in order to enter/grow in the chosen
market segment – unique selling proposition, Ansoff grid, General Electric grid, BCG grid,
value positioning, Bowman strategy clock, Porter’s generic strategies
d. Objectives: market awareness objectives and sales objectives for the first three years
e. Marketing mix: detailed definition of a suitable outline future marketing mix (4Ps) you will
use in order to enter/achieve growth in the chosen target market segment
20 marks
20 marks
20 marks
10 marks
30 marks
Your plan should be word-processed, justified and contain suitable references for sources of information
and relevant academic material and theories. You should aim to keep the plan brief and succinct.
Note that theory without application to the case study and the chosen market will not receive a high mark.
Detail and supplementary information may be included within appendices but these should not be used to
subvert the word limit.
INSTRUCTIONS:
You should briefly present the supporting market information and rationale for your marketing decisions.
The APA Harvard style in referencing (min 20 sources) is required.
Due date:
Submit a paper copy to the IUC Hand-in Office
by 7 pm on 14th January 2013
Submit also an electronic copy to handin@iuc.bg
before 24:00 on the same date
You should submit to the Hand-in office by the due-date:


a MARKING & FEEDBACK SHEET (Appendix 1) bearing your name and student number;
your outline MARKETING PLAN (not an academic essay) of 3000 words.
Assessment criteria:
Marks for each assessment criterion will be awarded with reference to the standard Cardiff Met/IUC
marking criteria at levels A to F.
Actual marks will not be disclosed; however you will be given feedback and an indication of the overall
grade (A to F). All marks are subject to agreement at the MBA Examination Board.
Use at least 20 academic sources. If less than 20 academic sources are used the final mark will be capped at
40%. Do not forget to utilise IUC’s and Cardiff Met’s library and electronic resources.
MBA7003 ASSIGNMENT 2: MARKING & FEEDBACK SHEET (2012-13)
Name:
ASSESSMENT CRITERIA
Student number:
Marks
Target market
20
Microenvironment
20
Key strategies
20
Objectives
10
Marketing mix
30
A
70+
B
C
D
E
69-60 59-50 49-40 39-35
SOURCE REFERENCING
CAP
(20 minimum; Harvard referencing)
OVERALL FEEDBACK (also see comments on assignment):
1st marked by:
40%
F
34-0
Feedback
(see also assignment)
cap
Signed:
Dated:
GRADE
Signed:
Dated:
GRADE
Second Markers’ comments (if relevant):
2nd marked by:
Consolidated mark and comments:
External Examiner comments (if relevant):
FINAL MARK