Strategic Marketing Plan for Future Success - Case Study - Management Assignment Help

Assignment Task

Marketing Plan Report

You are required to produce an individual report that addresses the following:
Identify a new strategy for the client organization that you worked on in the first assignment and outline how the company's marketing will contribute to its future success. You should justify your proposals with evidence from the relevant market, the organisation, and academic literature sources. This is an applied task requires you to select and justify a new strategy for the client organization, and consider the role of marketing in supporting its development and implementation. Some key considerations that should shape the contents of the report include:

• This will involve examining the strengths and weaknesses, and opportunities and threats of the company, and consideration of how marketing resources should be allocated to achieve an appropriate future outcome.
• Two strategic options should be formulated and justified. A selection of a single strategy should be made by evaluating the options. Both strategic option generation and evaluation should be made with supporting evidence and coverage of both empirical and conceptual foundations. The strategy should be presented with broad objectives relating to what it will contribute to the business in future.
• The selected new strategy should be explained in terms of the target market and product offer, and what it is setting out to achieve. You may for example consider developing a new product, entering a new market through targeting different customers (eg. a new geographic market), selling more products to existing customers, repositioning of the company brand, an existing product or sub- brand, etc.
• Academic justification could encompass arguments from the literature on strategy and marketing such as external analysis (macro and micro), internal resource assessment, value chain scope, competitive advantage, market segmentation, branding and positioning, strategic option generation evaluation and implementation.
• Details of the role of marketing within the organisation in creating and implementing the new strategy - this may relate to particular marketing activities to be undertaken and how the marketing function should be involved internally in supporting the strategic development. This may be further examined through considering how marketing facilitates creating and implementing the strategy through for example: providing market intelligence and undertaking market research, coordinating across different business functions, the creation and implementation of a marketing plan, the development of an appropriate marketing mix to support the new strategy

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