1-introduction – specify own organisation or another, name of organisation, product (s) selected, task ahead
2-Product (s) Description – nature of the product (could use Kotler’s Three Levels of Product Model), consumer or business target market, age of product/time in market
3-Organisational Mission & Objectives – state mission,corporate objectives and product objectives, any current CSR strategies (relating to sustainability, ethics and/or social justice)
4-Situation Analysis (200-300 words) use Porter’s Five Environmental Forces Model, SWOT Analysis, describe product(s) market performance (market share, growth, profitability), identify direct and indirect competitors
5-Segmentation, Targeting & Positioning Analysis (350 words) – use demographic, geographic, psychographic, buyergraphic variables for segmentation (assuming a consumer product, modify if a business product), identify and profile target market, identify basis of positioning, and describe positioning. Consider if positioning has CSR dimensions embedded
6-Marketing Mix Review (600-700 words) – identify where products in the product category are on the product life cycle, brief description of the product(s) performance on each of the P’s (4 if a good, 7 if a service) in last one-two years, summation of overall marketing mix performance – poor through to excellent
7-Future Strategic Alternatives (500-600 words)– discuss some broad choices for marketing the product(s) in next one-two years (suggest use Ansoff’s Growth Strategies Matrix, option of BCG Matrix and/or GE Matrix), pick one the Ansoff matrix quadrants as the basis of your recommended strategy, and justify choice. Consider if any CSR strategies (relating to sustainability, ethics and/or social justice) could and/or should be incorporated in the recommended strategy
8-Implementation (400-500 words) – subsection titled Action Plan – describe and justify how recommended strategy will be implemented in next one-two year period, discuss each of the P’s in turn, then summation of overall how the marketing mix will ideally work + any CSR strategies (and any anticipated marketing challenges/problems), subsection titled Sales Forecasts – describe sales expected in general terms – stable, small or big increase (may include actual numbers or percentages, if access to real data/confidentiality allows)
9-Control & Evaluation (350 words) – consider human resources and financial resources required to ensure that the recommended marketing strategy can be implemented effectively, and how the marketing team should evaluate ‘success’ at the end of the one-two year marketing plan (identify key marketing metrics)
Appendices – not mandatory, tables or other supporting evidence, applications of the business tools
Bibliography – list all sources used directly in the main body, and those used as part of general reading (including web sources) Harvard Style
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