Develop a strategic marketing plan for a real existing company

Develop a strategic marketing plan for a real existing company of your choice stating clearly your chosen company’s background and the market where it operates. Your plan should include an assessment of the attractiveness of the chosen market segments and an actionable marketing strategy, matching the positioning and targeting strategy identified for these segments. You must also demonstrate alignment with one or more of the United Nations Sustainable Development Goals (UN SDGs).
Each one of the groups needs to choose from the following products/services as their subject for the marketing plan:

1. Fashion: Create a marketing plan for a fashion house using only sustainable products such as plant-based or made from upcycled and/or recycled materials like plastics or fabrics.
2. Healthy Living: Create a marketing plan related to sports equipment, fitness apparel, skincare, hydration or a food supplement.
3. Technology: Create a marketing plan for a technology that improves the quality of life like wearable tech.
4. Food & Leisure: Create a marketing plan for the Scottish tourism industry, encouraging sustainable tourism, consider eating locally with locally sourced produce, improve visitor attractions, discuss the impact on the environment.
5. Sustainable Transportation: Create a marketing plan for electric vehicles, for local government initiatives to convert the existing modes of transportation, address the concerns and challenges that a population has over the costs, charging range or charger availability.
6. Any other product/service: For any alternative products/services please inform and gain permission from your Tutor or the Module Leader.
   Instructions:

Sample Solution

Company: Starbucks Corporation

Background:
Starbucks Corporation is an American coffeehouse and roastery chain founded in 1971. It has grown to become one of the world’s largest coffee chains, operating more than 30,000 stores in 78 countries with over 20 million customers each day. Starbucks offers a variety of food and beverages, including coffee, tea, espresso-based drinks, and Frappuccinos as well as other snacks such as pastries, breakfast sandwiches and salads. The company also sells its merchandise online through its website store.starbucks.com and mobile app.