Declaration
This assignment is a presentation of my original research work. Wherever contributions of
others are involved, every effort is made to indicate this clearly, with due reference to the
literature, and acknowledgement of collaborative research and discussions.
Table of Contents:
1. Project Scope 2
2. Situation Analysis 2
Strengths 3
Weaknesses 3
Opportunities 4
Threats 4
Target Market 4
Demographic 4
Geographic 5
Behavioural and Psychographic 5
Competitive Analysis 5
3. Detailed Marketing Objectives 6
4. Marketing Communication Budget 6
5. Marketing Communication Elements 8
Advertising 8
Sales Promotion 9
Public Relations 9
Digital Marketing 10
6. Workforce Requirements 10
7. Work Breakdown Structure 12
8. Potential Problems or Assumptions 14
References 15
1
, 1. Project scope
Reason for the project and why it needs to be carried out
The scope of this project is to communicate the new meat-based menu to Ocean Basket’s
customers and potential customers. OB has included meat in their menu and the objective of
this project is to identify the target market and market the new items to them. We will create
marketing strategies to inform, encourage and create interest with the target market.
Project personnel
We will need to include a variety of personnel in this project. We will need a marketing team
that will consist of a marketing co-ordinator and a marketing assistant, who will oversee the
project. A creative director will also oversee the project, but will focus on the creative
direction. We will also require graphic designers, copywriters and printers to bring the
advertisements to life. We will also be marketing online so require social media co-ordinators
and administrators, as well as, a web designer.
How I intend on completing the project
The marketing director will need to start by coming up with a marketing strategy along with
the creative director. They will then brief the graphic designers and copywriters to create the
adverts and marketing communications. The marketing co-ordinator will review all of the
communications and will send to the various distributors. The social media administrators
will schedule the online posts, ready for the relaunch.
The design team will need to re-design the menu to include the meals, have them printed
and distributed to all branches.
Ocean Basket will choose a launch day where the updated menu will be launched in all
stores for customers to enjoy.
2. Situation Analysis
SWOT Analysis
Ocean Basket is in a strong position within their market. It is important to analyse the SWOT
of the business in order to capitalize on opportunities whilst identifying its current strengths
and not losing sight of them.
2
This assignment is a presentation of my original research work. Wherever contributions of
others are involved, every effort is made to indicate this clearly, with due reference to the
literature, and acknowledgement of collaborative research and discussions.
Table of Contents:
1. Project Scope 2
2. Situation Analysis 2
Strengths 3
Weaknesses 3
Opportunities 4
Threats 4
Target Market 4
Demographic 4
Geographic 5
Behavioural and Psychographic 5
Competitive Analysis 5
3. Detailed Marketing Objectives 6
4. Marketing Communication Budget 6
5. Marketing Communication Elements 8
Advertising 8
Sales Promotion 9
Public Relations 9
Digital Marketing 10
6. Workforce Requirements 10
7. Work Breakdown Structure 12
8. Potential Problems or Assumptions 14
References 15
1
, 1. Project scope
Reason for the project and why it needs to be carried out
The scope of this project is to communicate the new meat-based menu to Ocean Basket’s
customers and potential customers. OB has included meat in their menu and the objective of
this project is to identify the target market and market the new items to them. We will create
marketing strategies to inform, encourage and create interest with the target market.
Project personnel
We will need to include a variety of personnel in this project. We will need a marketing team
that will consist of a marketing co-ordinator and a marketing assistant, who will oversee the
project. A creative director will also oversee the project, but will focus on the creative
direction. We will also require graphic designers, copywriters and printers to bring the
advertisements to life. We will also be marketing online so require social media co-ordinators
and administrators, as well as, a web designer.
How I intend on completing the project
The marketing director will need to start by coming up with a marketing strategy along with
the creative director. They will then brief the graphic designers and copywriters to create the
adverts and marketing communications. The marketing co-ordinator will review all of the
communications and will send to the various distributors. The social media administrators
will schedule the online posts, ready for the relaunch.
The design team will need to re-design the menu to include the meals, have them printed
and distributed to all branches.
Ocean Basket will choose a launch day where the updated menu will be launched in all
stores for customers to enjoy.
2. Situation Analysis
SWOT Analysis
Ocean Basket is in a strong position within their market. It is important to analyse the SWOT
of the business in order to capitalize on opportunities whilst identifying its current strengths
and not losing sight of them.
2
