Strategic Marketing Write - up

Strategic Marketing

ASSIGNMENT 1

TASK: Develop a Strategic Marketing Plan For the requirements of this assignment, you assume the role of a marketing consultant. You have to

develop a detailed Strategic Marketing Plan for a company of your choice or the company you currently

work for. As they need to increase their revenue generation and position their organization within the

industry to gain competitive advantage, you have been asked to produce a detailed marketing plan for

one-year plan.

In the report you will need to demonstrate an understanding of all the aspects of Strategic marketing

planning. You should therefore draw a distinction between strategic and tactical marketing planning,

credible SMART corporate and marketing objectives, clear segmentation, targeting and positioning

strategies and other global marketing strategies. The revenue projections and recommendation on

marketing activities using marketing mix. This can also be used to show the financial implications by

way of stating clear revenue projections and costs of individual proposed marketing activities. You are

also expected to demonstrate your knowledge of how theory can be utilized in practice i.e. all stages

of a marketing plan. The presentation and structure of the strategic marketing plan must have a

professional outlook.

The report should cover the following sections: Wordage

1 Executive Summary

Does this provide a good summary of the report and encourage further

reading? You need to think about the audience, creativity, and

competitive advantage. Find a way to make sure that your marketing

plan stands out from the crowd.

200

2 Introduction

This should set the scene for the reader. Clear & succinct, it lays out what

is to come, and could make reference to your own research findings. (Do

not include the description and information of the organization here. But

make sure they are included in the Appendices for tutors).

150

3 Strategic Situation Analysis

Quality and relevance of audit (internal & external)

Clear headings and only relevant information is needed here. Remember,

when you are doing your analysis, you need to discuss this in relation to

the organization or business and the target market. There is no point just

writing PEST factors. Therefore you need to discuss how they influence

the business, their current and potential customers. Porter’s five forces

industry analysis need to conduct in order to ascertain the current

competitive position of the business. What way the analysis is helping

you in this process. Now do the SWOT analysis.

750

4 Aims, Objectives and Strategies

Both corporate and marketing objectives and Strategies

These should be listed and clearly identified, and linked to the controls. 500

5 Appropriateness of segmentation, targeting and positioning

strategies.

Who is your target market? You need to explain why? Explain the chosen

segmentation criteria with justification. Who are the competitors? What

is your organization’s current positioning in relation to the competitors?

Is it unique enough to give you competitive advantage? If not, what are

you suggesting? Why? You need to show current and future positioning

using perceptual maps. What is the communication theme?

600

6 Implementation

The 4P or 7P framework is a good starting point. What specifically are

you going to do in terms of promotion, price, distribution & product?

These should be used to achieve the objectives that you have set earlier.

Also you need to consider the costs, and time constraints. Here, you

how creative. of use to be to digital need think also must You

technologies and media, effectively.

be schedule activities marketing the All should included in a Gantt

chart with the anticipated costs.

2000

7 Appendices

Background of the firm

Any research evidence

Reference list

Other appendices

Total Words 42 00