Strategic Marketing Plan for Chosen Organization: Key Elements and Recommendations

Introduction of the Chosen Organization

1.    All assignments must be submitted as an electronic document in MS Word to the LMS (Use 12 Times New Roman script).
2.    Assignment that is not submitted to the LMS by the prescribed deadline will be accepted ONLY under the REDO and RESIT submission policy of Westford. 
3.    You will PASS the full assignment task only if you achieve “AC Met” in each of the Assessment Criteria. 
4.    The results are declared only if the student has met the mandatory attendance requirement of 75% and/or a minimum of 50% under extenuating circumstances approved and ratified by the Academic Director. The student has to repeat the module (with additional fees applicable) if the attendance is below 50%. 
5.    The assignment should not contain any contents including references cited from websites like
6.    Students can refer Wikipedia as a source of information, but the references cited in Wikipedia has to be mentioned. 

Learning Outcome 1: Understand the principles of strategic marketing management
?    AC 1.1: Discuss the role of strategic marketing in an organization.
?    AC 1.2: Explain the processes involved in strategic marketing. 
?    AC 1.3: Evaluate the links between strategic marketing and corporate strategy.

Learning Outcome 2: Understand the tools used to develop a strategic marketing strategy
?    AC 2.1:  Assess the value Aof models used in strategic marketing planning.

?    AC 2.2: Discuss the links between strategic positioning and marketing tactics.
?    AC 2.3: Analyze the merits of relationship marketing in a given strategic marketing strategy.  

Learning Outcome 3: Be able to use strategic marketing techniques
?    AC 3.1: Use appropriate marketing techniques to ascertain growth opportunities in a market
?    AC 3.2: Plan how to use marketing strategy options in a market
?    AC 3.3: Create appropriate strategic marketing objectives for a market.

Learning Outcome 4: Be able to respond to changes in the marketing environment 
?    AC 4.1: Report on the impact of changes in the external environment on a marketing strategy
?    AC 4.2: Conduct an internal analysis to identify current strengths and weaknesses in a marketing strategy
?    AC 4.3 Propose strategic marketing responses to key emerging themes in a marketing strategy.

Scenario: Choose an organization (either the one you are working with or any other organization of your choice) and assume that you are the marketing manager of the chosen organization. You have been asked to write a report, to be presented to the board of directors, on service how a strategic marketing plan should be developed and managed in the organisation.
Note:  Choose a specific product / for your chosen organization.   If your chosen organization has (n) products or services, it is enough you prepare the report based on a specific product / service among them of your choice.

The report should include the following:
1.    Executive Summary
2.    Introduction of the Chosen Organization
3.    Discuss the role of strategic marketing, the marketing process involved and evaluate how the marketing strategies can be linked to the corporate strategy of the chosen organization. (AC 1.1, 1.2, 1.3)
4.    Discuss and assess the value of two models that contributes to strategic marketing planning. The report should include discussion and assessment of of Porter’s Five Forces Model and PESTLE Analysis). (AC 2.1) 
5.    Discuss the STP (Segmentation, Targeting and Positioning) options and explain how they can be linked to the proposed marketing tactics. Discuss the link between marketing tactics and strategic positioning. (AC 2.2)

6.    For the proposed strategic marketing strategy, analyse the benefits of relationship marketing. (AC 2.3)
7.    Research and ascertain growth opportunities for the organization in a specific market using Ansoff Matrix. (AC 3.1)
8.    Plan how to use Marketing Strategy Options for the specific market chosen using BCG Matrix. (AC 3.2)
9.    Create appropriate Strategic Marketing Objectives for the specific chosen market. (AC 3.3)
10.    Discuss on impact of changes in external environment and conduct an internal analysis to identify current strengths and weaknesses, to analyze the respective impact on the marketing strategies identified earlier for the specific chosen market. Discuss and record the impact using SWOT analysis. (AC 4.1, 4.2)
11.    Identify key local, national and global emerging marketing themes and propose marketing responses for these themes. (AC
12.    Conclusions and recommendations.