Building on the findings of your situational analysis in Assignment 1 you should critically appraise the marketing situation of the organization and the strategic marketing options open to it
. 2. Identify growth opportunities from these options and outline a creative and innovative marketing strategy to exploit so that you gain competitive advantage for the organization in the marketplace.
3. Describe how this strategy can be implemented, monitored and controlled. – Indicative outline for Assignment 2 – Report of 2000 words (+/-10%) – Cover Page – Contents – Introduction (200 words) Set out the content including: a short introduction to the company and a summary of the initial findings from assignment 1, a summary of aims and objectives for assignment 2 etc. – Background findings & situation appraisal (600 words) ?
A detailed overview of the company’s marketing situation as defined in assignment 1.
were your initial outcomes / findings from the situational analysis?
tools did you use to produce them? ? Appraise the marketing situation of the organization and the strategic marketing options.
Do you identify any gaps? Do you propose any initial marketing strategies to be applied based on the situational analysis in assignment 1? – Strategy Building (600 words) ?
on the previous situational appraisal, identify growth opportunities and outline a creative and innovative marketing strategy that will help you gain competitive advantage for the organization in the marketplace. Do not forget to highlight why and how this competitive advantage is key to produce value. ?
To compose and critically appraise your proposed strategy, use theoretical frameworks and models (like the Marketing Mix) linking to the findings from assessment 1 (initial findings – identified gaps – proposed strategies). ? Please try and reference separately all appropriate theories and models for the marketing mix elements which you are including as part of your marketing strategy. ?
Make sure that throughout the assignment you provide explanation for each model or theory you apply to the chosen company and the rationale for this selection. – Implementation & Recommendations (600 words) Now that you have analyzed a proposed strategy, develop a short implementation plan, which includes monitoring and control procedures. Considering the particularities of your chosen organization make recommendations as to the optimal schedule and time-plan for each component of the strategy. – Conclusion (200 words) Draw together the main conclusions of the report. Do not add new information, only summarize your previous points highlighting the recommendations you wish to make. – References Ensure you provide in-text citations throughout the report using the Harvard style, together with a reference list of credible sources, to demonstrate evidence of wider reading. – Appendices – The word guide in each section is only indicative. The length of each section will vary depending on the company you chose to analyze in assignment 1 and the findings you got.
