Paper instructions : ‘The Singleton whiskey’
A Strategic Marketing Plan
Each student will work individually, and group members are to select a business/organisation different to one another*.
Your Task:
Assuming
the role of a marketing consultant, you have been tasked by the
Marketing Director for one organisation (of your choice from cw1(the
singleton)) to write a strategic marketing plan to drive growth
strategy. Therefore, your plan should enhance the organisation’s ability
to exploit any new opportunities identified through the strategic audit
(cw1). This could be, as an example, for some organisations a
combination of several smaller opportunities or for others a major
development (as identified through your strategic audit in c/w1). In
developing your plan, you are to ensure it includes (but not restricted
to) the following – in no particular order:
o
Clearly defined/justified SMART objectives, as well as strategic and
tactical changes to the current marketing strategy based on an
environmental analysis etc.
o Recommends how the organisation will assess the potential benefits/problems that these opportunities may deliver etc
o
A critical evaluation of the organisation’s internal environment,
value chain, and its current marketing strategy, in relation to its
ability to meet consumers’ requirements and exploit its opportunities,
as well as potential timescales etc
o Utilises and
justifies proposed marketing mix, including notions of wrap-around
services, supporting activities, re-positioning strategies etc.
o Concludes with an evaluation of the resources and control mechanisms required to deliver its proposed suggestions etc
o Discusses its potential source of competitive advantage, key success factors when benchmarked against competitors etc
o An analysis and evaluation of the organisation’s strategic position and options open to them (SAFe/SPACE) etc.
*Please note:
•
Your choice of business / organisation should be operating within
the same UK segment/market/industry as identified in cw1
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