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ABM7120 Assessment 2

Strategic Marketing Plan

Using a company of your choice you are to write a strategic marketing plan for the following theme:

Your organisation has suffered a significant loss of sales over the past few years due to global issues, so the MD has issued the following broad corporate objective:

Objectives – marketing objectives in SMART format – taken from the main corporate objective given. Between 2 and 4 objectives would be appropriate. Depending on the organization and its markets these could be based on brand awareness, customer satisfaction, increased product usage, sustainability, and so on.

Strategic Options – the big picture way forward. Who the markets/customers are and how the organization wishes to be positioned within their marketplace. (STP and Ansoff expected as a minimum, along with any strategies from the SWOT/TOWS, another framework can be Porter’s Generic Strategies)

Notes:

There is a powerpoint on Blackboard that will give you examples of frameworks that are appropriate for each section of the plan (also see above) but others can be used should you so wish (in the assessment and feedback area). This will be used for the first workshop for assessment 2 to help you. The tutorials will focus on this assessment from week 1 and will build up a marketing plan over the module to show you in more detail what you need to do. Attendance is mandatory as these are not recorded as they are hands on sessions.

Marks awarded:

Situation Analysis: 30

Controls: 15

Total: 100 – approximately 10 marks per page so this shows the rough amount expected per section.