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Assessment – Services Marketing Plan – Paypal 2,000 words (±10%)This is a theore

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Assessment – Services Marketing Plan – Paypal
2,000 words (±10%)This is a theoretical critique and analysis that involves researching and reporting a marketing services plan for a specific company – Paypal. You will be required to present a case study and analyse the services marketing strategy applied by the company towards customers taking into account the concepts learned during the semester.All discussions should be informed by evidence (using theories and concepts learned) and clearly communicated. The purpose of this task is to evaluate your skills in research and report writing. The service marketing plan will include:
• An overview of product strategy and the correlation to the target market profile, customer needs and supplementary services.
• Examination of the approaches used to determine the added value on pricing strategies considering the service strategy.
• Identification of the supply chain, the distribution strategy, and the processes of service considering the different marketing channels.
• Analysis of the promotion mix identifying informative/educative marketing strategy related to the service.
• An understanding of the brand relationship and the customer experience related to the service strategy. (Corporate Social Responsibility)Marketing Plan Template
ContentsIntroduction – Organisational background and current situation. [#]Marketing Plan [#]
1. Mission Statement and Objectives2. Analysis of Current Situation [#]
2.1 The Market
2.2 The Company
2.3 The Customers3. Strategic Options and Choice [#]
3.1 Market Segmentation
3.2 Market Targeting
3.3 Market Positioning4. Marketing Mix Considerations [#]4.1 Product Decisions
4.2 Pricing Policy
4.3 Marketing Communication
4.4 Distribution (Place) Plan
4.5 3 P’s – People, process, physical experience5. Allocation of Resources [#]6. Monitor, Control, Feedback and Review Systems [#]7. Appendices and Supplementary material [#]
[Appendix 1, title]
[Appendix 2, title etc.]Review of Progress to Date [#]
e.g. put quarterly sales and have to be 80% every month
e.g feedbackReference List [#]Key texts:
Wirtz, J., Lovelock, C.H. (2021), Services Marketing (9th ed.), Blackwell.

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