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Book/movie review
22/08/2022
Assignment 1 and 2 Required
Total word count 2,500
Please do them separately as uploaded
For Part 1- 2000 words
Part 1
Individual – Marketing Plan (2000 words)
Case: Real Marketing 3.1 – Chipotles Environmental Sustainability Mission:
Food With Integrity (Kotler and Armstrong, 2016, Principles of Marketing
sixteenth editionp.109-10 accessible via dawsonera too)
The case above gives a brief overview of the company and provides a summary
of the situation analysis relevant to the development and growth of Chipotle.
Students are required to develop a marketing plan for Chipotle with a new
objective and strategy that will support the organisations vision/mission.
The marketing plan should follow the following structure:
1. Executive Summary
2. Company Overview (very brief taken from the case and inclusive of new
findings)
3. Current Marketing Situation Analysis (SWOT accompanied by summary)
4. Objectives (one new objective)
5. Strategy & Segmentation, Targeting and Positioning (STP)
6. Tactics & Action
7. Budget
8. Control
9. Conclusion / Recommendation
10. References
11. Appendix
For Part 2- 500 words
Part 2
Individual Communication Campaign (A4 Poster and 500 words rational)
Case: Real Marketing 3.1 – Chipotles Environmental Sustainability Mission:
Food With Integrity (Kotler and Armstrong, 2016, Principles of Marketing
sixteenth editionp.109-10 accessible via dawsonera too)
The case above gives a brief overview of the company and provides a summary
of the situation analysis relevant to the development and growth of Chipotle.
In Part 1 of your course work students are required to develop a marketing plan
for Chipotle with a new objective and strategy that will support the organisations
vision/mission.
For Part 2 (here) – In order to communicate the new strategy that relates to the
organisations vision, students are required to prepare:
1. A visual illustration (an A4 poster supported by texts and images)
following the guide below:
A) The content of the poster should be appealing to both internal and
external stakeholders (i.e. employees as well as customers).
B) The content must include Image/s and brief written message/s that
communicate the proposed strategy and capture the attention of the
intended audience.
2. A rational to support the communication campaign (the poster) which
should:
A) Include an explanation of how the promotional mix theory can
generally be used to decide selection of a communication channel.
B) Describe the target audience and the response sought in relation to
the new strategy.
C) Apply / use a marketing theory such as AIDA (Attention, Interest,
Desire, Action) or DRIP (Differentiate, Reinforce, Inform, Persuade) to
explain how the poster created will achieve the objectives set.
D) Academic references must be included in the rational
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