Assessment Task 1 – Practical: Develop a Marketing Plan Task 1 requires you to devise a strategy to market the Case Study situation for FitLife. To achieve this, create a Marketing Plan that includes...

Assessment Task 1 – Practical: Develop a Marketing Plan
Task 1 requires you to devise a strategy to market the Case Study situation for FitLife. To achieve this, create a Marketing Plan that includes the following tasks:
1.1 Conduct a marketing audit
Assessment Conditions
Access the following document from your Assessor:
•    FitLife Strategic Plan
In this document, you are given a detailed information on the following:
•    Business Plan
•    Organisational structure
•    Situation Analysis covering consumer behaviour, market trends, market needs, market demographics

•    Overall strategic and marketing objectives
•    Current products & services and new product development strategy


Conduct a marketing audit that will:
•    evaluate marketing opportunity options,
•    facilitate in developing feasible marketing strategies within the organisation’s projected capabilities and resources,
•    identify gaps between organisation’s current position and already established objectives,

•    assist in aligning strategies with organisation’s strategic direction, and
•    review organisational performance against current marketing objectives


Your marketing audit must include the following marketing performance review strategies:
Part A. SWOT Analysis (Situation Analysis – Internal)
Part B. PEST Analysis (Macro-environment Analysis – External)
Part C. GAP Analysis (Strategic Marketing Mix)
Part D. BCG Growth Share Matrix (Product Portfolio Analysis)
Part E. Five Forces Analysis (Market Dynamics Analysis)
Part F. Evaluation of Marketing Opportunity Options
Performance criteria:
1.    this SWOT analysis must not be a ‘cut and paste’ from the FitLife Strategic Plan but your own interpretations
2.    this SWOT analysis must be specifically aligned to the organisational objectives
a.    this SWOT analysis must be linked to general business objectives
b.    this SWOT analysis must be linked to specific marketing objectives
c.    this SWOT analysis must demonstrate if FitLife has the resources and internal competency to meet these objectives
3.    you must list five items for each dimension of this SWOT analysis i.e. strengths, weaknesses, opportunities and threats
4.    word count is not critical, however, you must address each internal and external dimension with accurate information.