Purpose
The Purpose of this activity is address all the concepts acquired in the course by developing a
Marketing plan for Beeline.
Global expansion is fraught with challenges. For many, these prove insurmountable. Yet, the
Lebanese skincare brand Beesline has navigated these adroitly, until now. On the precipice of
expansion into China, Chief Marketing Officer Hassan El Rifai confronts a monumental strategic
decision. The Chinese cosmetics and personal care market is expected to reach 78 million USD
by 2025. As the second-largest market globally China represents an unparalleled opportunity for
Beesline. To date, it has achieved greater success in foreign markets than its home base. Yet the
cultural, regulatory and competitive factors that shape consumer expectations and brand
perception in China represent a unique set of challenges. Concepts including mianzi (face),
guanxi (relationships) and collective values inform consumer decisions.
Hassan El Rifai must make a pivotal strategic decision - whether to adapt to these unique cultural
norms or build a global brand image that is consistent across markets. If the former, he faces
challenges in adapting to local socio-cultural values without compromising the brand´s identity.
The authenticity of which may be central to their appeal abroad. If the latter, how does the team
convey universal aspects of the brand’s identity yet modify their communication style to appeal
to Chinese consumers. His decision will ultimately determine whether the brand´s expansion is a
success or is relegated to the graveyard of brand cross-cultural exploits.
Assignment Overview:
The purpose of this assignment is to apply the main concepts acquired in the course to a real
company. You will work in your assigned team to develop a marketing plan for the Beesline
brand which is looking to expand to China.
The main purpose of a marketing plan includes the following:
1. To clearly define the marketing objectives of the business that align with the mission and
vision of the organization. The marketing objectives indicate where the organization
wishes to be at any specific period in the future.
2. State and review the marketing mix in terms of the 4Ps of marketing – Product, Price,
Place and Promotion.
3. Develop strategies encompassed within the marketing plan to
a. Increase market share.
b. Enter new niche markets.
c. Increase brand awareness are also.
4. Identify business opportunities and any strategies crafted to exploit them.
5. Review and analysis of the marketing environment, which entails
a. Market research
b. Customer needs assessment
c. Competitor analysis
d. Studying new business trends
e. Continuous environmental scanning.
Marketing Plan Document should include the following sections with the description in the
section below
1. Title Page
2. Executive Summary
3. Project Outline (Table of Contents)
4. Introduction & Mission Statement
5. Situational Analysis – encompasses:
a. SWOT analysis (tool for understanding the internal strengths and weaknesses of
the organization and the external opportunities and threats in the environment)
b. Micro environmental analysis (PORTER analysis)
c. Macro environmental analysis (PEST analysis).
6. Market Research (Primary research such as interviews, observation, netnography and/or
surveys)
7. Marketing Objectives & Issues: This section outlines the expected outcome of the
marketing plan with clear, concise, realistic, and attainable objectives. It contains specific
targets and time frames. Metrics, such as target market share, the target number of
customers to be attained, penetration rate, usage rate, sales volumes targeted, etc. should
be estimated/used.
8. Target Market & Positioning
9. Marketing Strategies (address 4ps)
10. Implementation Plan, Budget & Monitoring/Measurement
11. Conclusion
Structure of a Marketing Plan
1. Marketing Plan Objectives
2. Market Research – Market Analysis/Consumer Analysis
a. Market analysis includes topics such as market definition, market size, industry structure,
market share and trends, and competitor analysis.
b. Consumer analysis includes the target market demographics and what influences their
buying decisions – e.g., loyalty, motivation, and expectations.
3. Target Market
This defines the target customers by their demographic profile, such as gender, race, age, and
psychographic profile, such as their interests. This will assist in the correct marketing mix for the
target market segments.
4. SWOT Analysis
A SWOT analysis will look at the organization’s internal strengths and weaknesses and external
opportunities and threats. SWOT analysis includes the following:
Strengths are the organization’s competitive advantages that are not easily duplicated. They
represent the skills, expertise, and efficiencies that an organization possesses over its
competitors.
Weaknesses are impediments found in the operations of an organization, and they stifle
growth. These can include outdated machinery, inadequate working capital, and inefficient
production methods.
Opportunities are prospects for growth in the business through the adoption of ways to take
advantage of the chances. They could include entry into new markets, adopting digital
marketing strategies, or following new trends.
Threats are external factors that can affect the business negatively, such as a new powerful
competitor, legislative changes, natural disasters, or political situations.
5. Marketing Strategy
The marketing strategy section covers actual strategies to be included according to the marketing
mix. The strategy centers on the 7Ps of marketing. However, firms are also at liberty to use the
traditional 4 P’s of marketing – product, price, place, and promotion.
The correct marketing mix is determined by the target market. The most expensive options are
advertising, sales promotions, and PR campaigns. Networking and referrals are less costly.
Marketers also need to pay attention to digital marketing strategies that make use of technology
to reach a wider market and have also proven to be cost-effective.
Other strategies within the marketing strategy include pricing and positioning strategy,
distribution strategy, conversion strategy, and retention strategy.
Written Assignment Guidelines:
Organize your report
Use section headings and topic sentences
Package your report make it as visually appealing as possible.
Approximately 1500 to 2500 words
Pay attention to your referencing, ensure that it is consistent throughout.
You may use visual material and graphics to communicate your strategic ideas
Submit to Turnitin.com
