11.2.2 MARKETING MANAGEMENT [100] According to Kotler and Keller (2016). Successful marketing requires capabilities such as understanding, creating, delivering, capturing, and sustaining customer value. These companies focus on the customer and are organized to respond effectively to changing customer needs. They all have well-staffed marketing departments, and their other departments accept that customer satisfaction is critical to the long-term survivability of the organisation. To ensure that they select and execute the right activities, marketers must give priority to strategic planning in three key areas: (1) managing a company's businesses as an investment portfolio, (2) assessing each business's strength by considering the market's growth rate and the company's position and fit in that market, and (3) establishing a strategy. The company must develop a game plan for achieving each business's long- run objectives. Using the above extract as a reference point you are required to: . Construct a marketing brief. Choose and research a brand that you are familiar with. . Use your research for the brand that you have chosen to construct a strategic marketing plan that must incorporate the following headings:Assessment Rubric Content Headings Maximum Mark 1. Executive Summary This section will give an overview of the organisation that (15) you have chosen with regards to the organisations: . Core product . Target market . Summary of strengths, weaknesses, opportunities and threats in the organisations market space. 2. Situation Analysis This section will give an analysis of the organisations market (Ensure you use the following headings) Market Summary (5) . Organisations target markets (5). Market Demographics (5) (Who are the target population in the market?) (10) Behavioural factors of the target market (What is the target markets behaviour in the sense (5) is the target market brand loyal?) . Market needs (What is important to the (5) customers?) . Market trends (What are the observable trends in the organisations market place?) (5) . Market Growth (Is the market growing. stagnating or declining for the organisation?) (5) . Product offering (What is the chosen organisations product offering and does the product offering cover the market adequately?) (5) . Critical Issues (What are the challenges or opportunities facing the organisation going forward?)3. Marketing Strategy This section must focus on the chosen organisations marketing strategy under the following headings: Marketing Strategy (10) (Overview of the organisations current marketing strategy) Marketing Objectives (What are the organisation marketing objectives i.e.: (10) sustain market growth? Increase market penetration?) Financial objectives Under this section discuss the financial objectives of the (5) firm such as increasing profit margin, sustaining or creating economy of scale, sustaining or increasing market growth rates?)Target Market (Who is the organisations target market, what are (10) characteristics of the organisations target market?) Positioning (How has the organisation positioned itself in the market i.e.: Is the organisation a market leader, follower, price setter etc.) 4. Conclusion (5) (From the research you have conducted write a conclusion that highlights the salient points found in your research) Assignment Guidelines . Students need to choose a brand that has enough public information. . Students are expected to research and apply their findings to the strategic marketing plan. . Students must ensure that the headings and sub- headings given are adhered to. . Students need to answer according to the assessment rubric provided. . Students are expected to use the internet and any other valid academic source of information. Wikipedia will not be allowed. The page limit for this assignment
