Topic- Strategic Marketing & Management

Firm Name- Airtel (Telecom Firm)

The marketing plan of Airtel should contain -

1. Brief background of Firm
2. Executive summary: Summarizing the identified business problem, and the marketing strategy/tactics that you would recommend for solving it.
3. Mission: State the mission of the business you have selected to work and its product portfolio.
4. Identify the issue that you will be solving and/or the market growth you will be pursuing: Includes all the relevant secondary data and framework.
5. Carry out - SWOT / Ansoff matrix/BCG matrix analysis of selected product/services
6. A competitive analysis: Identify competitors, specify how competition is challenging the business
7. Identify the business objective that you would like to focus on to achieve business growth.
8. Identify the target market that you will focus on to achieve your business objectives.
9. Identify the value proposition that will help you grow the business.
10. Derive the marketing tactics that will deliver the strategy you have identified: Specify the changes that will be incurred to the Product, service, brand, price, incentives, communication and distribution that will allow you to achieve your marketing objectives.
11. Identify the Control mechanisms that will evaluate whether the strategy is successful. Which KPIs will be tracked? How will the company control its performance and its environment.