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[answered] MBALN-667 - Strategic Marketing Midterm Examination Weight


For the requirements of this assignment you assume the role of marketing consultant. You have to develop a detailed strategic marketing plan for a company of your choice or the company you work for. As they need to increase revenue generation and position their organization within the industry to gain competitive advantage, you have been asked to prepare a detailed marketing one year plan.


MBALN-667 ? Strategic Marketing

 

Midterm Examination

 

Weight 40%

 

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:

 

1

 

Executive Summary Wordage 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 away 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). 3 150 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. 4 750 Aims, Objectives and Strategies

 

Both corporate and marketing objectives and Strategies

 

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

 

and future positioning using perceptual maps. What is the 600

 

communication theme? 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

 

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

 

technologies and media, effectively.

 

All the marketing activities schedule should be included in a Gantt

 

chart with the anticipated costs. 7 2000 Appendices

 

Background of the firm

 

Any research evidence

 

Reference list

 

Other appendices Total Words 4200

 


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