Marketing Management




You are the Country Marketing Manager of a large multinational corporation involved in
h e a v y i n d u s t r i a l products based in one of the Asia countries.
The Task
You are given the task to review one of the product line which is experiencing
declining sales and market share and to formulate a new Marketing Plan to increase
sales and marketing in t h e c o u n t ry yo u a re b a s e d and to present this new
Marketing Plan to the Regional Marketing Director for A s i a before
Your marketing plan will consist of FIVE key sections:
1. Executive Summary
2. Situation Analysis (Marketing Audit)
3. Marketing Objectives
4. Marketing Strategies and Programmes
5. Finance and Budgeting
6. Marketing Monitors and Controls