Purpose Of Strategic Marketing Planning In An Increasingly

Strategic Marketing

LO1. Appreciate the nature and purpose of strategic marketing planning in an increasingly dynamic environmental context which demands more effective targeted strategic responses
LO2. Appraise the importance of establishing the organisation`s current position as a crucial input to strategy formulation, and critique potential strategic positions, based on an assessment of capabilities, competitive position and environmental knowledge, and vision
LO3. Appraise the range of control mechanisms that are deployed to ensure that plans result in activity levels that meet the stated objectives

Assessment 1 Structure

To create an assessment plan of 500 words (+/- 10%) which forms the basis of TMA 2, which is the production of the Marketing Strategy plan. This Assessment 1 brief should be read in conjunction with the TMA 2 brief.

You will discuss the question/issue(s) to be explored, what tools you are going to use, what structure your report will follow, detail topics for exploration along with reading already completed and further reading required.

Initial aims of the report should be discussed. What are the problem(s) you are seeking to address in TMA 2 and why do they need to be addressed?

Tools

What tools will you utilise when exploring the areas of:
• Environmental and Internal Analysis
• Market Information and Intelligence
• Objectives and Future Directions
• Segmentation, Targeting and Positioning?

Assessment 2

Assessment Structure

To follow the Marketing Strategy process detailed in our core text which flows from four questions..

1. Where are we now?
2. Where do we want to be?
3. How will we get there?
4. Did we get there?

This is shown in more detail on the diagram below. Please note that due to obvious issues of timing, for the purposes of this assessment, Question 4 -Did we get there?, will NOT be an evaluation but an appraisal of a range of control mechanisms that could be used. (You may have observed that this is closely in line with LO3 )