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Marketing Communication Plan for Organisational Growth a Study on Whitepot Ltd.

Brief :

Part 1 Written Assignment: 50%- project proposal (based on a case study)

In this research proposal of not more than 3000 words and these will be based on a live business issue (case study, provided- see appendix 3).

This broad outline must include project aim & objectives, rationale for the project including the value of the business expected, an appreciation of the relevant literature of the topic, an overview of the intended approach to be employed & a project plan that includes the time and cost consideration.

The managing direct would like a preliminary research proposal of not more than 3000 words and the key task are to:

  • Analyse the title for the project.
  • Analyse set of research objectives for the project.
  • Conduct and justify appropriate research methodology to undertake the study.
  • Outline the plan of the project to execute the study.

Part 2: Written Assignment: 50%

Student need to develop an idea for an application that will help in conducting the interviews for this research project. Thus, aspects from research design, collection of data analysis are to be considered. Students need to develop the idea for their application.

This must not be more than 1000 words student will outline their ideas & justification for chosen design. Student are also expected to explore ethical issues as part of their research design & security of data collection.

Table 1: WhitePot Ltd.’s Commercial Activities & Markets



Target market segments

Contribution to revenue


WhitePot Ltd operates two retail brands:

- there are three WhitePot Ltd. Branded outlets. They are offering mid to high range products to trade customers.

- This has two tile factory outlets. They are offering supply discounted tile at the budget end of northern Irelands retail market.

The middle upper end of the consumer in the Northern Ireland. This aims to satisfy demand & desire for better quality products & gain better margins.

Lower middle to budget end of consumers in Northern Ireland: to satisfy an appetite for the better quality at the affordable prices.


Commercial contracting

 Such activates concentrate upon the historical and church restoration tasks in Ireland.

Emphasis on architects & building contractor, primarily in Ireland.


Wholesale distribution

These task relates to the supply of the tiles & linked products to the smaller tiles retailers.

Smaller tile retailers throughout Ireland



They are offering two types of goods such as large batch production of borders and mosaics for effective distribution & retail market. Also they are offering single bespoke production of decorative tiles designs for the specifications.

Large manufacturers, distributors and the retailers of UK.




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