write a report covering the three parts (i.e. marketing audit, marketing strategy, plan of actions) of a marketing plan for the Edinburgh Curling Club.

Assignment:

Your task is to write a report covering the three parts (i.e. marketing audit, marketing strategy, plan of actions) of a marketing plan for the Edinburgh Curling Club.

Your written report should have a maximum of 3,000 words, excluding appendices, title page, contents page, abstract/executive summary, reference lists, figures, tables and/or illustrations.

Please access and read the case study “Game of Stones: Bringing New Audiences to a 500-year-old Scottish Sport” (2018).

You can download the case study via The Case Centre by following the link:
https://www.thecasecentre.org/courses?id=1491215&pdid=153853&opid=931955

You are allowed and encouraged to use all the material (e.g. core textbooks, newspaper articles, academic publications from peer-reviewed journals, corporate reports, models/theories) discussed in class and/or shared on the VLE site. If you think that you need further data, you can consult the original sources cited in the case study and/or conduct secondary, desk-based research to access further material that is not provided in the case study. It is crucial that you reference properly all sources used to support your written report by following Harvard referencing style.

Your report should focus on a marketing plan of actions and conclude with a specific set of recommendations for the Edinburgh Curling Club. At the beginning of your report, you are also expected to present a marketing audit and a marketing strategy. To illustrate and further explain your ideas and arguments, you are invited to use images, figures and/or any other visual cues.

As a suggestion for the structure of your report: marketing audit should consist of a SWOT analysis and represent 10-20% of your essay; marketing strategy (segmentation/targeting/positioning/branding) should represent 20-30% of your essay; plan of actions should represent 40-50% of your essay. These should be complemented by an introduction (5-10%) and a conclusion (5-10%).

By reading your report, a manager from the Edinburgh Curling Club should clearly know what to implement next year in terms of marketing actions. This can go as far as suggesting specific modifications to their membership schemes, prices, and/or locations. It can also include specific recommendations about suitable communication/media channels.