Business Project 304B Study Guide

Study Guide
Business Project
(BP304B)
This module forms a compulsory core module for the following undergraduate
academic programmes:
 BBA in Marketing Management

 BCom in Marketing and Management Science
Notional Hours: 200

Credits: 20
NQF: 7
Weeks: 16
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January 2019 Revised Edition
IMM Graduate School Study Guide (BP304B) Page 2 of 49

Table of Contents
Icons explained ............................................................................................................................... 5
SECTION A: GENERAL INFORMATION............................................................................................ 6
Word of Welcome ...................................................................................................................... 6
A. Programme Structure .................................................................................................. 7
B. Bachelor of Business Administration (BBA) in Marketing Management ................ 7
C. Programme Structure – ............................................................................................. 11
D. B Com in Marketing and Management Science ...................................................... 11
Business Project (BP304B) overall purpose and module outcomes ..................................... 14
Study tips ................................................................................................................................... 14
Tips for achieving good marks in your assessments .............................................................. 15
Assessments explained ............................................................................................................ 16
Academic Ethics ........................................................................................................................ 17
Planning your Business Project 3 studies ................................................................................ 18
Student support at your finger tips ......................................................................................... 19
Your checklist for your learning process ................................................................................ 21
SECTION B The Business Plan ....................................................................................................... 22
General introduction .................................................................................................................... 22
Introduction .......................................................................................................................... 24
Key concepts ......................................................................................................................... 24
A. Introduction and background (1 page) .................................................................... 26
B. Understanding the Organisation (Maximum 3 pages) ............................................ 27
C. Understanding the industry (market overview) (Maximum 1 page) ..................... 28
D. Competition (overview and analyses where applicable) (Maximum 1 page) ...... 29
E. Vision, Mission & Values (Maximum ½ page) ............................................................. 30
F. SWOT Analysis (Maximum 1 page) .............................................................................. 30

G. Establishment of objectives (Maximum ½ page) .................................................... 31
H. Identification / establishment of target markets .................................................... 33
I. Segment assessment ..................................................................................................... 34
J. Set marketing objectives and goals (Maximum ½ page) ............................................ 34
K. Market Strategy (Maximum ½ page)........................................................................ 35
L. Brand Positioning (including value proposition, brand essence, personality, etc.)

(Maximum 2 pages) .............................................................................................................. 36
M. Segment assessment (Maximum ½ page) ............................................................... 41
N. Marketing Strategy (maximum 2 pages) .................................................................. 41
O. Product/Service Plan (maximum 2 pages) ............................................................... 41
P. Sales forecasts, awareness targets (brands) budget (marketing spend), etc.

(Maximum ½ page)............................................................................................................... 42
Q. Action/implementation plans for each activity relating to brand/product(s)

(maximum 2 pages) .............................................................................................................. 42
R. Operations Plan (maximum 2 pages) ....................................................................... 43
S. Financial Plan including budgeting (Maximum 1 page in tabular format) ................ 43
T. Critical Risks / Critical success factors and considerations (Maximum ½ page) ....... 44
U. Measurement and Evaluation (Maximum 1 page).................................................. 44
V. Summary and conclusion (Maximum ½ page)......................................................... 45
W. Reference list ............................................................................................................. 45
X. Business and Marketing Considerations (Maximum ½ page) ................................ 45

Icons explained

SECTION A: GENERAL INFORMATION
Word of Welcome
Welcome to Business Project. This module will be a further exciting journey into the world
of business. Up to now you have been exposed to the marketing or/and business theory
therefore will understand that application of this theory is a critical tool to provide you with
an understanding of consumers and customers that will ultimately assist them in effective
marketing and business decisions.
The objective of this module of the business project is to give you the experience of being
able to write a business plan including a marketing plan with actions and implementation
details.
This module in business planning will lay the foundation and prepare you to fulfil a
marketing and or business position such as market analyst, business analyst, marketing
intelligence analyst or business insights analyst within an organisation.

Programme Structure
Bachelor of Business Administration (BBA) in Marketing Management
Here is a brief summary of the BBA in Marketing Management indicating where Business
Project (BP304B) fits into.
Programme Overview
Once you have successfully completed all the modules and achieved the module outcomes
covered within the BBA in Marketing Management programme you will be competent to do
the following:
Programme Purpose
To empower qualifiers with graduate-level knowledge, specific skills and applied
competence in the field of Marketing Management to enable them to pursue practical and
rewarding careers in the marketing business environment. The purpose of the qualification
is also to provide graduates competence in marketing, business management and financial
management. Further, the purpose of the qualification is to assist and enable the student to
develop his/her intellectual capacity, understanding of the business and marketing

environment; and to think critically and innovatively and to build a foundation for further
specialisation in the field of marketing
Programme Outcomes
Exit-Level Explanation Which module is linked to each

outcome exit-level outcome
Exit-level Mastered an advanced knowledge of Marketing 1, Marketing 2 and
outcome 1 marketing principles and basic Marketing 3
application skills in marketing related Retail Marketing
field. Brand Management
Services Marketing
Business-to-Business Marketing
Digital Marketing Applications
Global Marketing
Exit-level Demonstrate a broad understanding of Business Management 1
outcome 2 business management knowledge, Business Management 2
functional areas within an organisation Business Management 3
and how it applies to the business
environment. Furthermore, be able to
take a strategic view of an organisation
and align the strategies with the
objectives.
Exit-level Select, apply and evaluate typical Business Statistics
outcome 3 methods and procedure to assist in Economic Principles
making informed marketing decisions. Marketing Research Theory
Furthermore demonstrate a broad
understanding of economics in order to
understand how it applies not only to
the business world but also to everyday

life.
Exit-level Solve marketing problems in various Marketing 2
outcome 4 types of organisations, such as retail- Marketing Research theory
driven, service-related, business-to- Marketing Research project
business, government related and Brand Management
NPO’s. Global Marketing
Services Marketing
Retail Marketing
Exit-level Demonstrate a broad understanding of Financial Management 1
outcome 5 financial management knowledge and Financial Management 2
how it applies to the marketing and Financial Management 3
business environment.
Exit-level Produce a strategic marketing and Marketing 3
outcome 6 business plan and be able to evaluate Integrated Marketing
the success of the plan. Communications
Business Project
Brand Management
Global Marketing
Services Marketing
Exit-level Produce and communicate information Academic Literacy
outcome 7 in a business environment by applying Business Communications
proper communication skills acquired Basic Marketing Research
which should also include the correct
application of intellectual property,
copyright and plagiarism.
Exit-level Demonstrate an advanced Economic Principles 1
outcome 8 understanding of the economic context

and systems within which organisations
operate and be able to link it to
marketing opportunities.
Exit-level Understand the scope of responsibilities Marketing 2
outcome 9 that go with a management position in Marketing 3
the marketing field, and understand the Business Management 3
accountability to senior management in Financial Management 3
an organisation.

Programme Structure –
BCom in Marketing and Management Science
Herewith a brief summary of the BCom in Marketing & Management Science programme
indicating where Business Project (BP304B) fits into.
Programme Overview
Once you have successfully completed the modules and achieved the module outcomes
covered within the BCom in Marketing and Management Science programme you will be
competent to do the following:
Programme Purpose
To provide candidates in the private, public and voluntary sectors with core knowledge and
skills about various basic as well as more specialised aspects of management, marketing,
economics (e.g. strategic management, project management, financial management,
personnel management, statistics, logistics, etc.) in order to promote sustainable growth

and development and maximise prosperity in all sectors of the economy and society. To
develop competent leaders with applied economic, management and marketing skills as
well as generic cross-functional knowledge and skills to steer sustainable development,
growth and prosperity in the most appropriate direction. To provide students who want to
enrol for advanced studies in management and marketing, with a sound academic base, to
apply their skills and further advancement in careers and academic studies.
Programme Outcomes
Exit-Level Explanation Which module is linked to

outcome each exit-level outcome
Exit-level Students must demonstrate an Business Management 1, 2 & 3
outcome 1 understanding of a broad scope of Marketing 1 and 2
management knowledge and how it applies Supply Chain Management 1,
to the disciplines of management, 2 and 3
marketing and supply chain management.
Exit-level To demonstrate a comprehensive Economic Principles
outcome 2 understanding of the knowledge regarding Financial Management 1 & 2
economics, financial management, Business Research Theory
research as applied to marketing and Business Research Project
supply chain activities in relation to the Marketing 1, 2 and 3
organisation and the business environment Business Management 1 & 2
in general.
Exit-level Students must be able to collect, analyse, Business Statistics
outcome 3 organise and critically evaluate relevant Economic Principles
economic, financial and marketing related Financial Management 1 & 2
information to make sound decisions in the Business Research Theory
organisation.
Exit-level Find solutions to management, marketing, Business Management 2 & 3
outcome 4 operational and supply chain problems in Marketing 3

organisations. Operations Management
Supply Chain Management 1,
2 and 3
Business Research Project
Business Project
Project Management
Exit-level Evaluate, apply, and integrate marketing Business Management 2 & 3
outcome 5 and supply chain knowledge and skills and Marketing 3
general business principles to real life Operations Management
situations taking into account societal, Supply Chain Management 1,
ethical, and cultural considerations 2 and 3
Business Project
Project Management
Exit-level Conceptualize and design strategic business Business Management 1, 2
outcome 6 and marketing plans and be able to and 3
evaluate the success of the plans. Marketing 1, 2 and 3
Project Management
Exit-level Students must produce and communicate Academic Literacy
outcome 7 information in a business environment with Business Research Theory
respect to conventions around intellectual Business Research Project
property, copyright and plagiarism. Business Project
Exit-level Critically analyse contemporary marketing Business Management 3
outcome 8 information and evaluate the potential Marketing 3
future outcomes of business, marketing Supply Chain Management 2
and supply chain management decisions. and 3
Business Project
Exit-level Students must show an understanding of Business Management 1 and 2
outcome 9 the scope of responsibilities required of a Marketing 1
management position in the marketing, Operations Management

supply chain, human resources operations, Project Management
project management functions, and Supply Chain Management 1,
understand the accountability to senior 2 and 3
management in an organisation.
Business Project (BP304B) overall purpose and module

outcomes
Module purpose:
To assist students in writing a professional writing a business plan
Module outcomes:
By the end of the module, students should be able to:

 Develop a business plan including a marketing plan, together with budgets, actions and
an implementation schedule
 Explore the practical application of both business management and marketing in an
organisation
This module consists of a number of sections. You are expected to finish the sections in 16
weeks. (Refer to student pacer outlining the 16 week breakdown).
Study tips

These module outcomes sound amazing – but how on earth can one achieve these? Here
are a few tips you should follow to ensure you have the best chance to successfully
complete this module:
 Make sure you use and develop all the tools you need to complete this task successfully.
 Show a POSITIVE attitude and do not blame others for your failures.
 Take responsibility of your own progress and success.
 Communicate! Ask help when you need it. Ask questions. Find out what happens. Find
out when things happen and when you should be doing what! Read all instructions
carefully!
 Use all the available student platforms to ENGAGE with, learn from, solve problems
with, and discuss ideas with other fellow students and IMM Graduate School staff.
 Prioritise what is important. Manage your time and keep constant track of your
progress.
 Think of alternative ways to learn more effectively.
 Get organised:
o Get all your required study material and buy your prescribed textbooks
o Familiarise yourself with eLearn
o Draw up your study timetable and commit to it (check the student pacer outlined
later in this Study Guide)
o Set clear objectives to achieve at deadline dates for every study unit
Tips for achieving good marks in your assessments
 Firstly, do not leave the completion of your assignments until the last minute!
Assignments have been put in place for a good reason – it shows you what you are still
struggling with and what you still need to study. It shows you what you are doing and
what you can or cannot do. It measures your progress and awards marks that will
indicate your level of competence.
 Carefully consider the mark allocation of each question. By doing this it will help you to
achieve the maximum marks possible!

 For example: If a question counts 10 marks, ensure you include at least 10 keywords or
10 steps or 10 core facts – depending on the requirement of the question. If a question
counts only one mark, it is more than likely that only one fact will be required.
 If for example a question requires the listing of a process which includes 6 steps, ensure
you cover all 6 steps – marks are usually allocated according to the actual process / steps
– thus your response must be factually correct.
 Be careful to not rewrite the content word-for-word out of your Study Guide or any
other learning material, firstly you are making yourself guilty of plagiarism and secondly
it does not indicate that you actually understand the concept. Use your own words –
specifically when you need to answer a question using your own thinking or
interpretation.
Assessments explained
 Learning assessment comprises both assignments and examinations. Please ensure that
you thoroughly read the 2018 IMM Graduate School Yearbook Assessment section for a
complete understanding of the rules and regulations governing assignments and exams.
There are specific rules that should be followed in terms of required font, font size,
formatting and layout, as well as referencing guidelines. These should be adhered to as
you will be penalised for not following these instructions.
 The marks grading system is as follows:
o 75% or more = Pass with distinction
o 50% - 74% = Pass
o 0% - 49% = Fail
 Note: Assessment of this module consists of submitting one assignment and will test
your skills level as described in the exit-level module outcomes.

Assignments
Why do you need to complete assignments?
 Assignments help you to apply what you have learnt
 Assignments help to show you what you are still struggling with and what you still need
to learn or spend time on
 Assignments help the tutor or yourself to see what you are doing and what you can or
cannot do
 Assignments help you to measure your own progress and award marks that will indicate
your level of competence.
Assignment term mark calculation

There will be one formative assignment. This assignment counts 100% of your final mark.
Ensure you start early to ensure you give yourself sufficient time to complete both the
assignments before the due date.
Examination
There is no examination for this module.
Calculation of final mark

Your final module mark counts 100% of the module mark
Academic Ethics
Any assignment allows you to utilise various reading material that will assist you in the
completion of your assignment. Read the material with full attention and ensure you fully
understand each concept before you try and apply the learnt theory.
Use your own words to explain what you have read when answering a question. The marker
needs to see that you have understood the questions and are able to apply the learnt theory

to your answers. You have to use your own words and cannot simply “cut and paste” or
“copy” the content from any learning material.
When using something from any textbook, website, or any other material as part of your
assignment answers, you have to acknowledge the original source and reference the source
in your text as well as at the end of your document. Please consult the IMM Graduate
School Harvard referencing Guide (Addendum A and also available on our eLearn platform)
for a detailed explanation of how you should reference correctly.
The IMM Graduate School takes the copying of any material without proper referencing
extremely serious as this is known as plagiarism and you will face a disciplinary action if you
make yourself guilty of such a plagiarism practice. Please ensure you are familiar with the
IMM Graduate School Harvard referencing style guide as not to inadvertently commit such
an offence.
Planning your Business Project studies
The IMM Graduate School has designed student pacers for each module. These pacers will
assist you in planning your studies to ensure you cover the entire syllabus and to schedule
your studies at manageable intervals. Distance learning requires careful planning and
scheduling of your studies and the student pacer will provide you with a guideline on how to
plan and not fall behind. Adhering to the student pacer will guide you and provide you with
a good start to achieve the targets set out for each module and to ensure you plan
beforehand to hand in your assignments before or on the due date and to ensure you have
sufficient time to study for your exam.

Business Project (BP304B) Student Pacer
When What Completed  or


Week 1 Compile the structure of the report, create the cover
page, table of contents, executive summary and each
section as per the framework on page 18
Week 2 Complete the introduction and background
Week 3 Complete the organisation description
Week 4 Do the industry analysis
Week 5 Undertake a competitor analysis
Week 6 Compile the vision, mission and values
Week 7 Complete the SWOT analysis
Week 8 Develop the business objectives
Week 9 Define the target market
Week 10 Develop the marketing plan
Week 11 Continue with the marketing plan
Week 12 Draft the operations plan
Week 13 Construct the financial plan
Week 14 Define critical risks, success factors, dependencies as
well as measurement and control measures
Week 15 Finalise report, complete the executive summary and
conclusion, and check the report meets the
presentation requirements.
Week 16 Submit report
Student support at your finger tips

You are registered for this module on a distance learning basis and you are expected to
work on your own 70% of the time. However, this does not mean that you are completely
on your own. Please use the available IMM Graduate School Student Support resources to
help you during your studies.
Contact the IMM Graduate School support staff for clarity when you need it and
ask them to explain issues which you may find confusing or challenging:
academic-ug@immgsm.ac.za
Don’t leave your queries to the last day before you write your examination or before the
assignment submission due dates.
You are required to constantly visit eLearn as it is an essential source of information that is
continuously updated with topical material, additional guidance, messages and tutorial
letters.
eLibrary is an excellent place for you to peruse additional reading of your own. This tool will
be extremely valuable when conducting research for your assignments / projects / research
reports. For access to the virtual library please follow the instructions available on eLearn.
Information Centres - the IMM Graduate School has libraries in all Student Support Centres
with textbooks and additional materials that could help you in your assignments when you
need to reference additional sources. For opening times at facilities, please enquire at your
Student Support Centre. You have access to free internet at the Information Centre.
Online Tutorials - in our on-going efforts to support our students, the IMM
Graduate School hosts Online Tutorials in modules which we have identified as
ones where students need additional guidance and support. Subject matter experts share
their knowledge through the use of a presentation/video conferencing addressing learning
outcomes/assignment preparation/examination preparation etc. giving ample opportunity
for student feedback and interaction.

Group Forums or weekend tutorials – join group forums and/or weekend
tutorials for discussions, to post questions and to receive updates on specific
modules.
The Journal of Strategic Marketing - the official publication of the IMM Institute of
Marketing Management, which keeps you up to date with the latest news and trends of
what is happening in the industry. Another publication is the Strategic Marketing Africa
magazine, which addresses the unique marketing challenges and opportunities in Africa.
These magazines are released quarterly and assist you in providing examples you can make
use of in assessments to back up your theoretical knowledge. Both of these magazines are
available electronically on eLearn.
Your checklist for your learning process
At this point you should understand the learning process explained above, as well as what
Business Project (BP304B) is all about and you should be ready to start your journey towards
the successful completion of your module.
Checklist Done / still to do / still to buy or

access
Do you have access to all the prescribed – and
additional learning material?
 BP304B study guide
 IMM Graduate School eLearn platform
 IMM Graduate School eLibrary platform
Do you have a quiet place to study?
Do you have support from your close family / friends /
colleagues?
Do you know who to contact at the IMM Graduate
School when needed?

SECTION B: The Business Plan
General introduction
The purpose of this section is to provide a guide to you on the formulation of a business
plan incorporating a marketing plan and activation (implementation) plans. Included in this
will be certain ancillary aspects that are required e.g., competitor analyses, operations plan,
financial plan, etc.
The module covers the various aspects of the formulation of the plan and the steps and
information required. It enables you to have a full understanding of the business and
marketing processes within an organisation. Please note that this is a template that you use
to develop a business and implementation plan.
It is important that you refer to the case study presented which will identify some of t he
aspects and will give you a background to the organisation.
However, what is important here is the application of the theory.
You have covered the theory during your studies and the object of BP304B is to provide you
with the opportunity to gain practical experience in the marketing and business
management process within an organisation.
Input in the module reflects some of the theory that you have already been exposed to and
acts as a reminder to this. You now need to apply the theory in a ‘real life’ situation.

The framework of the Business Plan is as follows:
Please note that page usage is to act as a guide although no more than 30-40 pages should be
used.
1. Cover Page (1 page)

2. Table of Contents (1 page)
3. Executive Summary (1 page)
4. Introduction and background (½ page)
5. Organisation Description (Understanding the Organisation) (Maximum 3 pages)
1) Organogram and a brief description on management team (EXCO/ Board/ etc.)
2) Business history
3) Current products / services
6. Industry Analysis (1 pages)
7. Competitor Analyses (1 page)
8. Vision, Mission and Values (½ page)
9. SWOT Analysis (1 page)
10. Business Objectives (½ page)
11. Target Market (½ page)
12. Marketing Plan
1) Marketing Objectives (½ page)
2) Market Strategy (½ page)
3) Brand positioning & brand personality (2 pages)
4) Identification / establishment of specific segment assessment (½ page)
5) Marketing Strategy (2 pages)
6) Product / Service plan – include proposed offering and pricing guidelines
(2 pages)
7) Sales forecasts and other targets (½ page)
8) Action / implementation plan with timelines (tabular format) (2 pages)
13. Operations Plan (2 pages)
1) Operations Objectives
2) Distribution Plan
3) Development plan
4) Operations implementation plan with timelines
14. Financial Plan (Tabular format) (1 page)
1) Financial objectives
2) Financial forecasts and targets
15. Financial Plan and operations budget with timelines
16. Critical risks, success factors and dependencies (½ page)
17. Measurement and evaluation (1 page)
18. Summary and conclusion (½ page)
19. Reference list
20. Annexures, i.e. considerations

Introduction
A business plan is a vital document all business people will be required to draft at one or the other
stage in their career.
Key concepts
Let’s recap what the relevant module learning outcome is.

After completing this section, you should be able to:
 Give an introduction and background of an organisation highlighting the business that it
operates in, how it is structured and identify any problem areas that need attention in
moving forward. This will include the business and management teams. Further it should
mention the products and services that the organisation currently offers.
 Understand the industry that an organisation operates in (industry analysis)
 Undertake a competitor analysis
 Establish a vision, mission and values for an organisation
 Undertake a SWOT analysis
 Establish business objectives
 Establish marketing objectives
 Understand critical success factors
 Segment markets into sub-markets and then evaluate and identify target markets
 Profile target audiences and understand the needs and wants
 Set marketing objectives and goals
 Understand a market strategy
 Explain the positioning of a brand
 Formulate a brand essence and a positioning (brand proposition)
 Develop a brand personality
 Develop a marketing strategy
 Develop a product/service plan (including the offering and pricing guidelines)

 Undertake sales forecasts
 Formulate an action and implementation plan
 Develop an Operations Plan including implementation and timelines
 Develop a financial plan including budgeting
 Assess critical risks/ critical success factors and dependencies
 Understand measurement and evaluation
 Understand business and marketing considerations as part of the plan
Note:
In developing your business plan it is important to look at the case study/scenario and establish if
the company /product is fictitious or actually is currently an on-going concern who wishes to
increase business or enhance / launch products.
As this module is assignment driven and entails the development of a business plan for a company
or a new product it is important that the student is aware of the route that should be followed
Fictitious companies/new businesses/products to be launched
For a company that has not as yet been launched or the potential product offering not yet to be
found on the internet. Your approach will be somewhat different in sourcing information as follows;
 What business is the proposed company in e.g. restaurant, fashion, vehicle, etc.?
o Source the industry on the internet that the intended company / product will be in. This
will give you an idea of the industry (size & make-up of the market) as well as potential
competitors for both company and products.
Once you have ascertained this you will be able to continue with the plan.
Established companies who wish to increase business or enhance / launch new products
In this instance (if the company has a website – either search for it on the internet or it might be
referenced in the case study –) it will give you background and detail that you are looking for. This
will then give you the opportunity to source competitors and understand the industry better. In the
case of a new or enhanced product you will be able to see which competitors already have a similar
product or might be able to respond in a short space of time.
Once you have ascertained this you will be able to continue with the plan.

Introduction and background (suggested 1 page)
What is required in this section is a brief history of the organisation (business) and how it has
performed since being established.
It is important to comment/cover some of the following:
 How and when was the organisation started?
 What business is the organisation in e.g. building, manufacturing, etc.?
 How has the organisation performed e.g. profit/loss
 Are there possible problems that are impeding growth e.g. product quality, lack of
awareness, service, etc.?
 Is there a formal planning process in place?
Example:
Home Builders is a family business that has been building luxury homes in Southern Africa
for the last 20 years. It undertakes the construction of up-market residential homes as
well as alterations and additions to existing homes.
The organisation is headed by Charles Fortesque. He has a professional team working
with him including his wife Susan and son Roger. Together they strive to erect and
complete superior buildings with a ‘hands on’ approach.
Home Builders has skilled and dedicated staff that ensure the highest quality finishes and
pay great attention to detail. Although being very successful the organisation has found it
difficult to acquire new contracts mainly due to the current recession which management
believes is due to price. The organisation has operated in the Western Cape and Gauteng.
Virtually no marketing and advertising has taken place and there has been no monitoring
and measurement of any activities. No formal planning has been in place and this is now
a necessity.
Financially the organisation is sound and over the last few years has achieved a positive
return in excess of R2m. However due to the ‘inability’ to obtain new contracts there is
some cause for concern. Actual turnover has been R27m, R22m and R15m over the last
three years.
At this point the organisation needs to revisit their current business strategy with the
view to ensure they stay sustainable and eventually gain a competitive advantage.

Understanding the Organisation (Suggested 3 pages)
Although mention of the organisation would be covered in the introduction and

background it is worthwhile identifying possible elements that will give you a better
understanding of the business. Where feasible show an Organogram and discuss the
management team. Mention should be made of the current products and services that are on
offer.
Example:
Home Builders has 3 directors, 25 skilled staff from bricklayers to tilers, painters, etc.
Generally, the organisation operates with 3 teams dependent on the task(s) at hand.
Home Builders is renowned for its quality product and for the cleanliness of its on-site
work. All staff are kitted out in overalls and the organisation presents a very professional
image to the market. Home Builders is continuously upskilling the staff and creates
opportunities for the staff to attend training courses.
The Organogram is as follows
CEO
Projects
Finance/
/ Jobs
Admin
Asst./Reception Construction teams
In this case we have a family business that has been in the construction and building
industry for many years. Both father and son are qualified in their field and have a
wealth of experience. The mother is a qualified CA who more than adequately handles
the accounts and the day-to-day management of the business with an assistant.

The product offering comprises of:
 Building of residential homes
 Small shopping centers
 Renovations
 Commercial warehouses
 Offices
Understanding the industry (market overview) (Suggested 1 page)
This is not a competitor analysis but rather a view of the particular industry within which
the organisation operates. Included in this should be some of the following:
 How is the industry structured?
 What are the economic aspects that are impacting on the industry (positive or
negative)?
 Where is the focus for growth going to be for the industry per se?
Example:
In the residential home building industry, the participants comprise of many building
contractors (large to small businesses), architects, designers, engineers, etc.
The products offered are;
 New Residential homes (up market)
 Middle market homes
 Low cost housing
 Renovations
 Estates
 Shopping centers
 Offices, etc.
The recession of a few years ago has impacted the industry somewhat and has made it
extremely competitive. Networking, quality and price have been crucial for survival not

only for the small players but also for the medium-sized companies. The focus for the
industry is likely to be on estates and low-cost housing.
Competition (overview and analyses where applicable)

(Suggested 1 page)
A competitor analysis is the process of identifying an organisation’s competitors,

understanding their objectives and strategies, and assessing their strengths weaknesses
and the competitors’ likely responses to what the organisation does. The key questions
to be addressed include:
 Who are the competitors?
These can be identified from an industry approach and a marketing approach. The
industry approach defines competitors that produce products that are close substitutes
e.g. all banks. The marketing approach defines competitors as firms that offer products
that satisfy the same needs. E.g. a customer who needs to quench thirst can select from a
wide range of products that include bottled water, soft drinks, iced tea and fruit juices. A
business should look at potential competitors as well.
 What are their objectives?
Common objectives relate to profit, sales, market share and customer orientation. It is
important not only to address overall objectives but at product and market segment
objectives.
 What competitive strategies are they pursuing?
This can be anything from low prices to high quality. Consider cost leadership,
differentiation and focused strategies
 What are their strengths and weaknesses?
You need to assess the strengths and weaknesses of competitors in order to know their
capabilities e.g. human resources, financial and technological resources, supplier and
customer information, marketing strategies and operating results
 How are they likely to respond to other competitors’ actions?
Understanding competitors’ objectives and competitive strategies and how they behaved

in the past, and knowing about their strengths and weaknesses all help to predict their
likely responses to competitive moves. (Both from your organisation and other
competitors’ points of view).
Vision, Mission & Values (Suggested ½ page)
If the organisation (case study provided) already have a vision, mission and values it will
be required of you to revise / amend these.
A vision describes what the organisation wishes to become or dreams of becoming. It
needs to be achievable but should stretch the organisation’s resources to strive towards
attaining an even better organisation.
E.g. Home Builder’s vision is:
‘To be the preferred medium building contractor of quality construction in Gauteng’
A mission statement is a short, carefully crafted statement of the fundamental business
purpose. It indicates the direction, intended activities and overriding corporate culture
the organisation is trying to achieve. Basically the mission details how the vision is to be
achieved.
E.g. Home Builders Mission is:
‘Offering clients peace of mind peace of mind through exceptional performance and
optimum delivery’
Values reflect the essence of the organisation and show what is really important to the
organisation. Values are more than mere beliefs. They determine how an organisation
will pursue its purpose (Forbes, 2015).
E.g. Home Builders values are:
o Integrity and honesty in all business dealings
o Dedicated to providing the best for their clients
o Insightful and knowledgeable
o Innovative and proactive
SWOT Analysis (Suggested 1 page)

It is advisable to follow Professor Malcolm McDonald’s SWOT analyses process when
conducting a SWOT analyses (Mc Donald, M. (2011)
Here are the six steps guidelines that should be followed:
Step 1: Select a key account and describe a specific part of this customer’s business
and the specific products(s) that your organisation do / could supply.
Step 2: Specify the customer’s critical success factors. In other words, what criteria
does the customer use when selecting suppliers?
Step 3: Specify how relatively important each of these factors are to the customer
(weighting).
Step 4: Scores your organisation and at least two major competitors out of ten on
each of these critical success factors. Multiply the scores for each CSF by the
weighting and arrive at a total score for your organisation and the two
selected competitors.
Step 5: List the major opportunities and threats facing this customer.
Step 6: Specify in what ways your organisation can improve its competitive position
or help the customer take advantage of the opportunities or overcome its
threats.
See Addendum A for Professor Malcolm McDonald’s SWOT Analysis presented in a
diagrammatic illustration.
Establishment of objectives (Maximum ½ page)
o Business
Although business objectives need to be stretched they also need to be achievable so as
not to completely demotivate those who deliver against them. They should also be
quantifiable and have a timeline. Each objective must address at least one key issue
identified during the analyses and highlighted after the SWOT analysis.
E.g. (split between business objectives and marketing objectives)
o Production capacity almost at 100% - Fully investigate capacity increase before end
of 4 th month.
Some other elements that can be considered as overall business drivers from which
objectives can be set include the following.

The following is an example:
o Overall growth objectives
o Retention & acquisition of clients
o Staff retention
o Increase share of mind
o Improve income
o Profitability
o Consider development & enhancement
It needs to be understood that there can be a cross-over between the business and
marketing objectives and it is important for you to focus when you prepare the business
plan (including marketing). Marketing usually supports the business objectives and thus
design the marketing objectives to help achieve the overall business objectives.
 Critical success factors for the fulfilment of strategic objectives both business and
marketing can include the following:
Note: It should be understood here that although marketing supports business
separation of business and marketing critical success factors is extremely difficult to
do as they are all interrelated.
o Market monitoring – competitive and environmental findings to be used to better
understand target audiences
o Client feedback gathering – collation and dissemination of findings into all business
and communication processes
o Positive brand awareness and recall – to be created through all marketing
communications activities
o Increased profitability – increased contribution of market sectors
o Synergistic and Complementary marketing – relating to core and non-core offerings
o Constant reviewing of strategy – according to overarching business objectives and
business drivers
o Regular measurement and adaptation – evaluation of the strategic way forward
according to efficacy and fulfilment of set deliverables

o Target audience project relevance and applicability – apply what is relevant to
clients, applicable research findings need to be utilised to correctly str ucture the
offer to meet the actual needs and expectations
o Client Loyalty – the increase of likeability and overall customer value through
excellence, service delivery and relationship
Identification / establishment of target markets
In identifying target markets for a business one needs to have an understanding of

segmentation which you covered during your studies. There are four basic levels of
market segmentation, namely;
 Mass marketing (broadly defined targets)
 Segment marketing (segments defined around specific dimensions)
 Niche marketing (small, premium target segments)
 Micro-markets (extremely specific target markets with a very particular and defined
need)
The STP (segmentation, targeting and positioning) ‘go-to-market’ process is made up of
six steps:
1) Identify the segmentation variables and segment the market
2) Develop profiles of the segments
3) Evaluate the attractiveness of each segment
4) Select the target segments
5) Identify possible positioning concepts for each target segment
6) Select, develop and communicate the chosen positioning concept
There are five variables that can be selected in the marketing segmentation process and
these are:
 Geographic – region, size of town, density and climate
 Demographic – age, gender, family size, income, occupation, religion, race and
education
 Psychographic – lifestyle, personality and social class
 Benefits – specific benefits required by customers
 Market-value-based – performance or social value of a product

Segment assessment
Each of the segments needs to be evaluated in terms of attractiveness as a sustainable

target market. This evaluation should be conducted by rating each potential target
segment according to the following:
 Accessibility – is the selected target segment available to distribute to, and
communicate with?
 Dependability – Does the organisation’s offering have a distinct differential
advantage over the competitors’ products so that it is able to defend its chosen
position within the target segment?
 Tangibility – Is the target segment of a sufficient size to make it profitable and allow
for a good return on the marketing investment?
 Distinctiveness – Is the target segment different enough from the other target
segments to allow for the achievement of a clear differential?
Set marketing objectives and goals (Suggested ½ page)
Marketing objectives should be consistent with the overall business/ organisation’s

objectives, the vision (set out in the vision and mission) and the core market strategy.
Most organisations have a number of marketing objectives which is a mix, including
profitability, sales growth, market share improvement, risk containment, innovativeness
and reputation.
Objectives may be classified in different ways.
- They can be stated in terms of:
 Activities (manufacturing, selling, quality)
 Financial indicators (target return on investment)
 Desired positions (market share, quality leadership)
- They may be split into:
 Measurement objectives (market share, quality leadership)
 Growth/survival objectives (penetrate, market growth, harvest, divest)

 Constraint objectives (avoiding certain markets or competitors)
- They may be long-term (strategic) or short-term (operational)
 Short-term objectives are usually specified in annual budgets and assist
management with its management control function
 Strategic objectives refer, for example, to the different strategies in the life-cycle,
competitive strategies or strategies that flow from market analysis
 All objectives should adhere to the SMART principles (Specific, Measurable,
Assignable, Realistic and Time-related)
An example could be:
 Targeted industry awareness: An organisation could lack awareness and has a
growth strategy and therefore requires building the equity of the brand and its
products.
 Generate new business: the objective would be to entrench the positioning of the
brand thereby generating a demand
 Enhance repeat business and third party referrals: the objective would be to instil a
strong sense of belonging to the brand (creating an affinity)
 Internal mind-set: The objective here would be to instil a performance-driven,
service oriented culture amongst the brand’s stakeholders in a manner that is
positive and allows for a common focus on building the brand image.
 An example of measurement objectives pertaining to brand and product awareness
could be:
o In 12 months create a 30% awareness in the area that the organisation wishes
to operate and a 30% awareness of its product offerings among the identified
target audiences
o In 24 months to increase to 45%
Market Strategy (Suggested ½ page)
A market strategy focuses on marketing management’s contribution to the formulation

and development of the business strategy, and relates primarily to inputs regarding
market opportunities, investment, partnering and competitive strategies. It reflects the
overall game plan for accomplishing the objectives and consists of key elements such as:

 Statement of the overall strategic approach to be used to meet the plan’s objectives
 Basis for competitive advantage
 Core strategies
 Competitive strategies
 Strategies in product life-cycle phases
 Global strategies
 Relationship building strategies
 Brand equity and customer equity strategies
Brand Positioning (including value proposition, brand essence, personality, etc.) (Suggested 2
pages)
Branding is about creating a distinct personality for the offer and then communicating
that personality into the marketplace. An understanding of the dynamics and effects of
all communication contact points sustains brands. An organisation should focus on
striking a brand contact mix that gets attention, cuts through the clutter and makes an
impression on the selected target audiences. A successful brand personality does not
come about by itself. It is the result of a conscious identity-building programme, which
comprises the ways that the organisation aims to identify itself to its various target
audiences (stakeholders) in the marketplace.
The organisation needs to own a positioning that is unique and that clearly serves to act
as the strategic blueprint for the organisation going into the future. A positioning has a
crucial role to play in creating a clear understanding among both internal and external
stakeholders of what the organisation wants to stand for.
Understanding must be given to the fact that every interaction that the marketplace has
with any employee of an organisation (whether it be the receptionist or a senior
member of the organisation) is a reflection of the organisation brand and thus an
interactive engagement needs to be created.

From a brand building perspective, the organisation needs to ensure that there is an
ongoing presence in the marketplace. To be seen as a leader and to hold a sustainable
position within the target market consideration sets, the organisation needs to act as a
leader and it is strongly believed that the only way this is going to be achieved is through
ensuring that the brand is seen and heard in all the right places and the brand evolves.
In developing the positioning for an organisation, it is important that the positioning

compliments the overriding strategic approach of the business which is distilled from the
vision and mission. It is important to understand what the expectations are from the
various touch points to which the positioning should be targeted, namely (as an
example):
Current clients / intermediaries: Re-introduces, revitalises and strengthens the

perception that the organisation has the most competitive, appropriate and beneficial
market offering for all its clients.
Current employees and directors: Entrenches a clear and common vision among all staff
and directors and reaffirms the business direction and focus.
Potential clients: Establishes the perception of the organisation as being a leader in its
industry, with a market offering that is highly competitive, adds value and is driven by
vision and passion.
Business and Trade: Communicates and reinforces the perception that an organisation
offers relevant and market-fulfilling solutions and creates mutually beneficial
partnerships with business and trade.
Government: Supports that the organisation uses its resources to provide
empowerment to its staff and transparency and accountability in its business.
Brand essence encapsulates the heart and soul of the brand. The brand essence consists
of a few short words or a phrase that captures the irrefutable essence or spirit of the
brand’s values. It signals its meaning and importance to the organisation, as well as the
crucial role of employees and marketing partners in its management. The essence
should be reflected in all aspects of the organisation, including production, management
style, organisation and internal and external communications. Brand essence is the

enduring, competitive position of the brand expressed in a unique way. Brand essence
should not be confused with brand image or brand values.
A powerful brand essence statement has the characteristics of being:
 Simple
 Concise
 Enduring
 Capable of providing direction
An example of a brand essence could be;
‘Motivated by passion, driven by quality’
Positioning = a clear focus amongst all stakeholders of an organisation?

Every product or service has some sort of position – whether intended or not. Positions
are based upon client perceptions, which may or may not reflect reality. A position is
effectively built by communicating a consistent message (single-minded message) to
clients about the product and service offering and where it fits into the market –
through all marketing communication elements and points of contact with clients.
In deciding what position an organisation should adopt to clearly differentiate the brand
in the marketplace, certain strategic directions needed to be evaluated to ascertain
which area of the target audience mind-set the organisation might want to occupy.
What is the purpose of a brand positioning statement?

In deciding on what positioning an organisation should adopt to clearly differentiate the
brand in the marketplace, certain strategic directions need to be evaluated to ascertain
which area of the target audience mind-set the organisation wants to occupy.
 The brand positioning statement captures the essence or soul of the brand
 It leads potential clients (intermediaries) to recognise the brand in clear, specific
terms
 Nurtured and developed over time, it builds a focused brand, which holds the
number one position in the target audience’s mind

 All the elements of the statement must be consistent with one another. They define
what the brand consists of, but also restrict the freedom of those in a position to
influence brand positioning to move away from its essential character. In effect the
brand positioning statement locks the organisation into a strategy that will develop
the brand’s personality.
To develop the positioning of an organisation the business needs to have characteristics

that are both differentiating and important to the clients of the organisation.
An example would be to address what the organisation does and relate it to how it does
that. E.g.
What does the organisation do?
 Sets standards through enthusiasm and relationships
 An intellectual and professional style of thinking
 Optimises quality delivery to meet needs
 A fresh approach
 Understands needs through experience
 Maintains ethical business practices
How would the organisation do this?
Through:
 Innovation
 Relevance
 Integrity
 Rising to the challenge
 Relationships
 Professionalism
 Flexibility
 Discernment
 Credibility
An example of a brand positioning could be:
‘Distinction through excellence’ (A level of commitment, energy and thoroughness that
is unsurpassed in the market place and that delivers the competitive advantage)

Critical success factors of a positioning statement
It needs to fulfil the following key elements of positioning:
Relevance: it needs to be focused on benefits that are important to the identified

target markets and reflect the character of the market offering
Clarity: the positioning and the product offering should be able to be easily
communicated and quickly understood by the target audience individually
and as a whole
Consistency: the positioning needs to be regularly and consistently communicated to
the target audience in the marketplace
Foresight: the long-term vision of the business needs to be considered in the
formulation of a positioning that assists in the achievement of short,
medium and long-term business goals
Determining brand personality

While brand positioning focuses on what the brand can do for the consumer, brand
personality concentrates on what the brand says about the consumer and how they feel
being associated with. Brands are increasingly seeking to position themselves with a
distinct brand image. This image is often conceptualised in terms of personality features
that readily translate into appealing communication imagery. Brand personality also
acts as a symbolic or self-expressive function. Qualitative depth interviews can be used
to unearth customer perceptions of a brand’s personality, using prompts to try to bring
to the surface views about the brand’s personality. These prompts include:
 If the brand were to come to life, what sort of person would it be?
 If the brand were a politician/sports person/movie star, who would it be?
 If it were a person draw the type of house that he/she would live in and what car
would he/she drive.
It is worthwhile considering the personality traits as well, such as: a leader, honest,
ethical, etc.

An example of a brand personality could be:
An individual who is proud, leading, responsible and professional’
Segment assessment (Suggested ½ page)

This is purely a summary of what you discussed earlier under target market and
you should make reference thereto in the marketing plan.
Marketing Strategy (Suggested 2 pages)
An example could be that the organisation is able to position itself in such a manner as
to positively attract the attention of future clients, through an offer of relevance. In this
particular case the strategy would be to embark on a campaign through advertising,
networking, public relations, etc. to create awareness of the brand and the products
that it offers. The offer should be communicated to the market place, in a manner that is
non-intrusive, yet very effective in stimulating demand for the brand and what it offers.
The extent to which the organisation will be able to differentiate itself in the
marketplace, will largely depend on the unique, yet target-specific message it promotes.
The following are features of an effective marketing strategy:
 A clear definition of target customers and their needs
 A clear understanding of competitors to ensure that the strategy is based on a
competitive advantage
 An acceptable level of risk
 A match between resource capabilities and managerial competencies
Product/Service Plan (Suggested 2 pages)
A more detailed explanation of the product (s)/ services that is/are to be offered is
required as well as a pricing guideline for the offering/s.
You should have addressed the nature of pricing and followed the steps in determining
the price for product or service.
In addition, what is the plan that the organisation intends following from a brand and
product perspective e.g. build the brand, focus on specific products, etc.? It is opportune
at this point to identify elements of the marketing and advertising mix that could be

utilised to achieve and meet the objectives and targets. Public relations, social media,
advertising (above and below the line), web, Internet, networking, etc. are all examples
of this. These need to be detailed in the action and implementation plan.
In summary the plan should:
 Explain the products or services
 Explanation of the products with specifications (photographs / visuals as well)
 Indicate target markets (primary and secondary)
 What is unique about the product/service and why is it better
 Are the products complete
 Are there any flaws
 Can it be expanded
Sales forecasts, awareness targets (brands) budget (marketing spend), etc. (Suggested ½ page)
 Clear forecast on the size of the market, its growth rate, segments and the targeted
area
 Estimates of monthly sales for the first year and quarterly sales for the next two,
together with the anticipated market share and how it is to be realised
 The seasons the product or service will be in demand from consumers and how this
change in demand might impact cash flow.
Action/implementation plans for each activity relating to brand/product(s) (suggested 2

pages)
What will be done? Who will be responsible? When will it be done? How much will it
cost?
See Addendum B for a Tabular layout that could be used for the Action /
implementation plan

Operations Plan (suggested 2 pages)
An operational plan is a short-term plan developed by first-level management to achieve

operational goals and to support tactical plans. These plans are normally for up to a y ear
and focus on the daily and weekly tasks of supervisors, department managers and
individual employees. Schedules and budgets are usually drawn up to indicate the
resource allocation and the dates when each of the required tasks need to be
completed.
 Operations Objectives
The objectives should clearly support the business and marketing objectives as defined
in the business plan.
 Distribution Plan
This plan refers to how the product is distributed e.g. Is the product distributed from a
central point or are there other outlets that are used for this action?
 Development Plan
Basically this is R&D (Research and Development). This plan captures the intentions to
be undertaken to introduce new product or services and to improve and streamline the
process?
 Operations implementation plan with timelines
This is an action plan with timelines that needs to be designed based on achieving the
objectives set above.
Financial Plan including budgeting (Suggested 1 page in tabular format)
The financial plan needs to reflect that the organisation has the potential to work
profitability. If it is a ‘start up’ this needs to be costed under ‘establishment costs’.
Operating costs should include the costs of people, facilities, marketing, administration,
financials required and sundry costs.
The plan should include a break-even analysis and budgeted financial statements. This
should be for a 3-year period.

Critical Risks / Critical success factors and considerations (Suggested ½ page)
Critical success factors for the fulfilment of strategic objectives both business and
marketing can include the following (this is discussed previously but you need to
consider the following as well):
o New entrants into the market with innovative product offerings
o The changing needs and wants of consumers – a consistent need for market
intelligence
o Focus on the brand and product offerings
o Assessment of market sectors from a profitability aspect
o Analysis of changing communication methods. E.g. Understanding the market is
imperative
o Regularly understanding the market and introducing new product enhancements
o Understanding needs and wants of the market and exploring new markets
o Building relationships is key
Measurement and Evaluation (Suggested 1 page)
It is essential that all actions and activities are monitored and where and when
necessary corrective action is undertaken:
 Ensure that a regular and systematic measurement and monitoring exercise is
undertaken on all activities identified in the plans
 The plans should be revisited at least on a quarterly basis and corrective action
instituted where necessary
 Regular planning sessions should be held to ensure that the plan becomes a living
document
An example is that the organisation’s management should put the following in place:
 Hold monthly meetings to discuss the implementation of plans/ actions that have
been approved and ascertain the progress thereon
 What are the results e.g. has a campaign worked and what were the results?
 Did sales increase or not?

 Is corrective action necessary and what is that action e.g. more use of reps, more
advertising, more networking by directors, etc.?
 New products required/enhancement – how to do that.
Summary and conclusion (Suggested ½ page)
What is required here is a strategic comment for the organisation emphasising what
it is focusing on and the results that it intends achieving for the period of the
business plan and beyond. It is purely a comment on what the business plan intends
to achieve.
Reference list
Please remember to include a comprehensive reference list at the end of your

business plan – also ensure your reference list ties back to all in-text citation done in
your assignment.
Business and Marketing Considerations (Suggested ½ page)
During the course of developing/formulating business and/or marketing plans

certain considerations are normally identified that require further investigation and
consideration. They can be reflected as an annexure to the plans. Examples include:
 Logistics
 Continued target market monitoring
 Logo’s
 Premises
 Reviewing of suppliers
 Service Standards
 Tracking
 Staff
 Market Intelligence

Reference List
Ehlers, T., Lazenby, K., 2010. Strategic Management, 3rd edition. Van Schaik
Forbes (2015) “How to define your organisation’s values” available online <
http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/gregsatell/2015/1
1/27/how-to-define-your-organizations-values/> [accessed 5 October 2016]
Jooste, C.J., Strydom, J. W., Berndt, & Du Plessis, P. J. (2012). Applied Strategic Marketing, 4 th ed.
Cape Town. Pearson
IMM Graduate School of Marketing (2015). BM101. Brand Management 001 / 201 Study Guide.
South Africa: IMM Graduate School of Marketing.
IMM Graduate School of Marketing (2016). BP304. Business Project 304 Study Guide. South Africa:
IMM Graduate School of Marketing.
IMM Graduate School of Marketing (2015). BM101. Business Management 101 Study Guide. South
Africa: IMM Graduate School of Marketing.
IMM Graduate School of Marketing (2015). MAR101. Marketing 101 Study Guide. South Africa:
IMM Graduate School of Marketing (2014). MAR202. Marketing 202 Study Guide. South Africa:
IMM Graduate School of Marketing (2016). MAR303. Marketing Management 303 Study Guide.
IMM Graduate School of Marketing (2016). MC201. Marketing Communications 201 Study Guide.
Mc Donald, M. (2011) Malcolm-McDonald-international-swot-methodology. Available at
<http://www.malcolm-mcdonald.com/perch/resources/malcolm-mcdonald-international-swot-
methodology.pdf> [accessed 7 October 2016].
Smit. PJ. Cronje GJ. Brevis T. Vrba MJ. (2011) Management Principles, 5th ed. Juta
Strydom, J. (2014) Introduction to Marketing, 5 th edition, Juta.

Strydom, J. (2015). Principles of Business Management, 3rd edition. Oxford University Press
Addendum A: SWOT Analysis Template
Mc Donald, M. (2011)

Addendum B: MARKETING ACTION & IMPLEMENTATION PLAN
TEMPLATE
Element:
Objective:
Target audience (s):
Actions: Measurement Time Responsibility Budget
period Allocation

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Study Guide

 BBA in Marketing Management

Notional Hours: 200

©IMM Graduate School Study Guide (BP304B) Page 1 of 49

Published by IMM Graduate School © Copyright Reserved

January 2019 Revised Edition

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Icons explained ............................................................................................................................... 5

SECTION A: GENERAL INFORMATION............................................................................................ 6

Word of Welcome ...................................................................................................................... 6

A. Programme Structure .................................................................................................. 7

B. Bachelor of Business Administration (BBA) in Marketing Management ................ 7

C. Programme Structure – ............................................................................................. 11

D. B Com in Marketing and Management Science ...................................................... 11

Business Project (BP304B) overall purpose and module outcomes ..................................... 14

Study tips ................................................................................................................................... 14

Tips for achieving good marks in your assessments .............................................................. 15

Assessments explained ............................................................................................................ 16

Academic Ethics ........................................................................................................................ 17

Planning your Business Project 3 studies ................................................................................ 18

Student support at your finger tips ......................................................................................... 19

Your checklist for your learning process ................................................................................ 21

SECTION B The Business Plan ....................................................................................................... 22

General introduction .................................................................................................................... 22

Key concepts ......................................................................................................................... 24

A. Introduction and background (1 page) .................................................................... 26

B. Understanding the Organisation (Maximum 3 pages) ............................................ 27

C. Understanding the industry (market overview) (Maximum 1 page) ..................... 28

D. Competition (overview and analyses where applicable) (Maximum 1 page) ...... 29

E. Vision, Mission & Values (Maximum ½ page) ............................................................. 30

F. SWOT Analysis (Maximum 1 page) .............................................................................. 30

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H. Identification / establishment of target markets .................................................... 33

I. Segment assessment ..................................................................................................... 34

J. Set marketing objectives and goals (Maximum ½ page) ............................................ 34

K. Market Strategy (Maximum ½ page)........................................................................ 35

L. Brand Positioning (including value proposition, brand essence, personality, etc.)

M. Segment assessment (Maximum ½ page) ............................................................... 41

N. Marketing Strategy (maximum 2 pages) .................................................................. 41

O. Product/Service Plan (maximum 2 pages) ............................................................... 41

P. Sales forecasts, awareness targets (brands) budget (marketing spend), etc.

Q. Action/implementation plans for each activity relating to brand/product(s)

R. Operations Plan (maximum 2 pages) ....................................................................... 43

S. Financial Plan including budgeting (Maximum 1 page in tabular format) ................ 43

U. Measurement and Evaluation (Maximum 1 page).................................................. 44

V. Summary and conclusion (Maximum ½ page)......................................................... 45

W. Reference list ............................................................................................................. 45

X. Business and Marketing Considerations (Maximum ½ page) ................................ 45

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Exit-Level Explanation Which module is linked to each

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Exit-Level Explanation Which module is linked to

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Business Project (BP304B) overall purpose and module

By the end of the module, students should be able to:

IMM Graduate School Study Guide (BP304B) Page 14 of 49

Tips for achieving good marks in your assessments