Task 1 – Select an organisation with which you are familiar and assume that you are the marketing executive of the organisation. Your organisation is considering the launch of a new product/service.2 The marketing manager has asked you to prepare a presentation for the board to summarise the current business strategy. Your presentation must cover the following aspects: 1. Compare your organisation’s value and mission statements with its current business objectives. Within your answer you should: Explain the importance of strategic planning for an organisation Contrast differences in approach between profit and not for profit sectors Devise and develop new goals and objectives for selected organisation 2. Conduct a situational market analysis for your organisation, including the external factors that affect your chosen organisation, and assess how the opportunities and threats you have identified relate to the organisation’s strategic objectives and competitive position. Your responses to this question should evaluate: How external factors (e.g. a change in government, and/or the needs and expectations of shareholders) can affect business strategy 3. Given the above, devise an outline of a strategy plan for the chosen organisation which includes consideration of stakeholder needs, resource requirements (including communications) and explain the monitoring and evaluation systems that would be used to assure its effectiveness. Task 1 Slide Count 20 slides maximum, including introductory and summary slides. Task 1 Word Count for Notes 1500 maximum. Task 2 – Your board has approved the development of a marketing strategy for your new product or service and wants to focus on the organisation’s global market. They have asked you to develop a detailed report that focuses on the following key issues: 1. Propose, then analyse, the main processes of new product/service selection and evaluation for the global market. In so doing and for the new product/service, evaluate: The appropriateness of various market testing and selection techniques 2. Design and evaluate a framework for an integrated strategic marketing plan to support successful business in your chosen organisation. Your response should cover a review of the risks and competitive position of your organisation in its chosen market and: Evaluation and selection of options available for strategic planning and evaluation of the tools available to you The marketing objectives/targets for your campaign, timescales and the tools you expect to use in framing the plan Evaluating success of the plan noting advantages and disadvantages of various campaign channels and identification of improvements that may be made for the future 3. Design, review and evaluate the marketing campaign needed to drive the success of your overall strategic plan. Your response should show evaluation of the campaign channels and promotional mix. In reviewing the risks and competitive position of the organisation in its current market, justify decisions and choices you have made with analysis of performance against your intended objectives. Task 2 Word Count (formal report) 5000 words maximum. Task 3 – Your board has accepted your report on the marketing strategy for the new product or service, but wants you to explore the impact that this may have on the organisation. They have asked you to develop a further report that focuses on the following key issues: 1. Evaluate appropriate innovation protection methods for the organisation’s new product or service and critically evaluate the risks associated with not protecting the organisation’s innovation. 2. Evaluate the potential of appropriate marketing and communication strategies to the identified international market for your new product or service. You harness a range of information sources for your data and should include in your response: Evaluation of product life cycles in home and internationally given consideration of all relevant factors such as cultural issues where relevant Explanation of the factors involved in selection of products/services for nominated markets Critical evaluation of each strategy you have decided to use Assure the effective use of the obtained information 3. Identify and evaluate global strategies for your organisation, focusing on the processes. Use this information to design your global strategy, and identify appropriate measures to mitigate issues of globalisation. Task 3 Word Count (formal report) 3000 words maximum. Total around 9500 words or just less. All notes, criteria, workbooks and reading books supplied with order.
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