4000 words MBA Assignment: MARKETING MANAGEMENT Your employing organisation has asked you, in a role as an Internal Marketing Advisor to the CEO, to make a critical assessment of the company's current competitive market position as a basis for proposing change to existing marketing strategy. Your report to the CEO should contain the following : - 1. The current competitive position together with future business projections in volume and value terms for the next 3 years. 20 marks 2. The identification of new strategic marketing applications for growth from market penetration, market development and product development. 20 marks 3. How market penetration can be sustained by addressing : -Marketing Mix Strategies Digital Marketing Communications Customer Relationship Management 40 marks 4. The marketing resourcing needs of the proposed changes to the current competitive position. 20 marks NOTE : IT IS EXPECTED THAT THIS ASSIGNMENT BE SUBMITTED USING HARVARD REFERENCING PROTOCOLS IN ALL SECTIONS. MARKING SCHEME Students must adopt the stated role and relate this to an actual, stated, business scenario. The focus of the assignment is based upon improvements in the company's competitive position as a result of taking new marketing actions based upon well-founded marketing strategies. There are FOUR TASKS to be completed, although Task 2 is double-weighted to reflect the amount of work required. Harvard Referencing Protocols are expected throughout the assignment. Task 1: requires a set of business forecasts in relation to sales volumes in units (if appropriate) and sales revenue for the next 3 years broken down in terms of geographic market territory and relevant segmentation criteria against a backcloth of competitive positioning. This addresses a key question to assess where is the business now and where must it be in 3 years time. Relative competitive strengths and weaknesses should be highlighted. Task 2: To achieve the future 'competitive business position', New marketing strategies should be proposed for further market penetration and then for additional business to be achieved from both market development and product development. These strategies should be quantified to show clearly the additional business volume to b achieved. Using the Ansoff Matrix is essential. Task 3: Requires a focus upon competitive Market Penetration ONLY. Students are required to show how market penetration must become sustainable through competitive marketing actions. The theme of competitive differentiation through stated delivering superior value proposition is expected. [ This is a scenario common to many businesses.] Action Statements for market penetration will be required in terms of : 1. Marketing Mix Strategy Interventions over the next 3 years which must be identified and scheduled. 2. Digital Marketing Communication Innovations 3. Detailed Action to improve the Total Customer Experience through Customer Relationship Management. This answer will require substance to achieve a future competitive position over a 3-year horizon. Task 4: Requires attention to the marketing resources needed to achieve the above changes, for example, Attention to Structure, Processes, Customer Service Processes, People, Technology, Marketing Information Systems and the Marketing Budget should be considered. It is by combining these resources that competitive value can be achieved. A simple question must be addressed "What do we need to achieve the projected competitive position over the next 3 years? "