3028MKT - Marketing Strategy and Metrics Strategic Marketing Plan - Marketing Assignment Help

Assignment Task

Part 1: Situation Analysis Template

Background – Organisational mission and vision

• The purpose of the strategic marketing plan
• The background of the organisation including its mission and vision - market definition, product definition, competitors, and scope
• The environmental context in which the strategies were developed
•  

1. Situation Analysis

1.1. Analysing the external environment - macro

• Political-legal factors
• Economic factors
• Sociocultural factors
• Technological factors
• The natural environment – e.g., the ecological factors

1.2. Analysing the external environment - industry

Market review - current market demand, market size, market growth rate, and market potential

• Competition review - current and potential competitors and their positioning and customer value proposition
• Customers – their profile, needs, and purchase behaviour
• Distribution channel members
• Suppliers

1.3. Analysing the internal environment - organisation

• Financial position
• Structure, systems and processes
• Skills

1.4. Analysing the internal environment - marketing department

• Marketing organisation and marketing management
• Marketing intelligence generation and dissemination
• Marketing strategies and current marketing performance – sales, margins, profit, market share, share metrics, share potential

1 Source: Adapted from Reed, P. 2015. Strategic marketing: Decision making & planning, 4ed., Cengage Learning, Australia

1.5. Developing SWOT matrix

• Strengths: Unique sources of advantage that the plan should leverage
• Weaknesses: Circumstances that limit performance and should be addressed
• Opportunities: Potentialities that would improve profitability and should be addressed
• Threats: Current and possible factors that could impede performance

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