Question 1 Use the template overleaf to develop a strategic marketing plan for the organisation that you have pre-prepared

Management Mar 09, 2021

Question 1

Use the template overleaf to develop a strategic marketing plan for the organisation that you have pre-prepared. Ensure that you consider all the points listed under each heading.

Below is an unforeseen scenario. It is essential that you take this into account when developing your strategic marketing plan. Failure to do so will affect your final mark.

Scenario

Online purchasing

One of the effects of the pandemic, in the commercial world, has been the increase in ‘disintermediation’, i.e. the movement by consumers to online purchasing and so cutting out the middleman (intermediaries). This has been a phenomenon in all business types, business-to-consumer, business-to-business and services. It is forecast to continue as a trend as consumers change their behaviour in favour of shopping or purchasing online. No part of business and commerce appears to be immune and consumer preference for online activity is affecting non-profit organisations too.

(Total 100 marks)

Section 1: ANALYSIS 1.1 Context 1.2 Marketing fit with the corporate and business strategy 1.3 Capturing environmental insights 1.4 Customer insights and connections 1.5 Capturing marketing insights Implications of the given scenario for the analysis	(30 marks)
Section 2: PLANNING 2.1 Market segmentation 2.2 Targeting 2.3 Branding and positioning 2.4 Selection of marketing strategy Implications of the given scenario for planning	(30 marks)
Section 3: IMPLEMENTATION 3.1 Integrated marketing mix 3.2 Product 3.3 Price 3.4 Place 3.5 Promotion 3.6 Extended 4 Ps Implications of the given scenario for implementation	(30 marks)
Section 4: FEEDBACK AND CONTROL 4.1 Monitoring and control of strategic marketing activities Implications of the given scenario for feedback and control	(10 marks)

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