MARKETING PLAN FOR SHUN TAK HOLDINGS LTD
CW2 – Marketing Plan
Use the organisation you previously researched in CW1.
The Marketing plan should make use of
various strategy models (e.g. Ansoff’s Matrix, Porter’s Generic
In your Marketing plan you should show that it
Supports the organisational objectives
Demonstrates understanding of the stakeholder needs
Is in line with the marketing objective(s) – identified in CW1
Shows consideration of external and internal environment –
identified in CW1
Outlines how the success of the plan will be evaluated
Est. 200 words – not part of the overall word count.
Introduce the organisation (briefly through its background,
history, products/services and main market(s).
Introduce the objectives and the scope of the report.
Section 1: The Marketing Environment (15%)
(based on CW1)
Critically review the macro-, micro- and internal
environment of the company, with the application of
PESTLE or PEST framework, Porter’s Five Forces model
and SWOT analysis. MARKETING PLAN FOR SHUN TAK HOLDINGS LTD.
The section should demonstrate a significant
understanding of the environment within which the
How weaknesses can be converted into strengths, and
threats into opportunities (critical analysis of your key
findings in CW1)
Section 2: Positioning and Targeting (20%)
Conduct a market segmentation, applying at least three bases
for segmentation and discussing the effectiveness of the
segmentation, and the attractiveness of the markets.
Justify the target market strategy you suggest should be used.
Assess how the organisation currently positions itself within its
Use at least two dimension map to assess the organisation’s
positioning in relation to its competitors.
The 4Cs of Positioning can be useful to assess the effectiveness
of the organisation’s positioning strategy
Section 3: Strategies for Growth and
Marketing Objectives (20%)
Application of the BCG matrix, the Ansoff Matrix / Porter’s
Generic Strategies will enable you to identify areas of risk
and growth within the organisation and possible strategic
This section also gives you the opportunity to discuss the
strategy based on the SMART marketing objectives for the
The SMART objectives will be one short-term (up to 1 year),
one medium term (1-3 years) and one long term (3 years+).
You can use (some of) those objectives you have identified
in CW1 but you need to demonstrate how these objectives
will sustain/improve the success of the organisation and
how they meet the stakeholders’ needs.
Section 4: The Marketing Mix (25%)
This is your opportunity to explore the 4Ps, or 7Ps, as you
currently see them in order to achieve the objectives
You can suggest changes to any or all of the components,
if these would help to achieve the objectives you have
set in Section 3.
Remember that the marketing objectives should be in
line with the chosen marketing strategy, so refer to the
targeting of the company, as well as its positioning, to
support your arguments.
Section 5: Budget, Measurement and Control
Give a clear indication of estimated costs for the marketing
activities suggested, in line with a relevant and realistic
budget for the organisation.
You must also explain the KPIs you have chosen to measure
the success of your objectives (e.g., revenue increases, web
traffic, social media likes, etc.).
Presentation of the report and academic
referencing (5%). MARKETING PLAN FOR SHUN TAK HOLDINGS LTD.
MARKETING PLAN FOR SHUN TAK HOLDINGS LTD
Shun Tak Holdings Ltd is a ship management company operating in the travel and transportation industry in China under the brand name “TurboJet”. TurboJet is regarded as the market leader in the Hong Kong- Macau high- speed passenger transport industry. Shun Tak is a listed in China and operates diverse businesses such as investment, property management, transportation, and hospitality. The company offers transport services to four main market segments; Super Class, Premier VIP Cabin, Economy, and Premier Gland Class. The company services are targeted to the local customers traversing between the two cities and international tourists visiting Hong Kong and Macau. TurboJet targets both high and low income customers with their services and hence it has been able to compete effectively in the market. This report develops a marketing plan that contributes towards achievement of the strategic organisational objectives. The report focuses on main topics such as analysis of the marketing environment, positioning and targeting, growth strategies and marketing objectives, marketing mix, and budget, measurement, and control. The report is based on the information provided on the company’s website as well as other information gathered from other relevant sources…………
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