For this assignment, you will assume the position of a Marketing Executive who has given the task of coming up with a Marketing Plan for Red Lobster. Your Marketing Plan will be delivered to Mr Kim Lopdrup. He expects you to review and analyze the information provided in the case study, and then to develop the plan which will guide the restaurant chain’s marketing efforts for the 5-year period 2011 to 2015.
1) Your Marketing Plan should not exceed seven pages in length, with double spacing and 12-point Times Roman font for the text. You may also include up to three pages of exhibits (e.g., figures, tables, charts, slightly amended versions of exhibits from the case). Write and edit your marketing plan carefully. Ten percent of your grade will depend on the clarity with which you present your analysis, recommendations, and justification. Make sure you read through the finished document yourself before you hand it in.
2) Generally, a Marketing Plan intended for an internal audience to give direction to a firm will comprise the following sections:
i. Executive Summary
ii. Situation Analysis
iii. Market-Product Focus
iv. Marketing Program Strategy and Tactics
v. Financial Projections
vi. Implementation Plan
The marketing plan that you develop for Red Lobster need NOT include the Financial Projections and the Implementation Plan (i.e. sections “v” and “vi” above). You may refer to Appendix A of Chapter 2 in the course textbook for tips and an example of a marketing plan – pages 48 to 61).
3) Please don’t use any information obtained outside of the case in your case analysis. You may, however, use your assessment of the economic conditions and competitive environment prevailing in 2010-2011 as you write the marketing plan. However, do not assume that the marketing strategy that Red Lobster has actually used to date is the best course of action.
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