Strategic Marketing Plan and Research - Management Assignment Help

Assignment Task

According to Kotler and Keller (2016). Successful marketing requires capabilities such as understanding, creating, delivering, capturing, and sustaining customer value. These companies focus on the customer and are organized to respond effectively to changing customer needs. They all have well-staffed marketing departments, and their other departments accept that customer satisfaction is critical to the long-term survivability of the organisation. To ensure that they select and execute the right activities, marketers must give priority to strategic planning in three key areas: (1) managing a company's businesses as an investment portfolio, (2) assessing each business's strength by considering the market's growth rate and the company's position and fit in that market, and (3) establishing a strategy. The company must develop a game plan for achieving each business's long-run objectives.

Using the above extract as a reference point you are required to:

• Construct a marketing brief.

• Choose and research a brand that you are familiar with.

• Use your research for the brand that you have chosen to construct a strategic marketing plan that must incorporate the following headings: 

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