LO 1

Analyse and assess marketing performance and current strategic

Range – product portfolio analysis, comparative analysis, competitive

position.

analysis, life cycle models, strengths-weaknesses- opportunities-threats (SWOT)

analysis, value chain analysis.

1.1

Markets for a specific product are evaluated in terms of current competitive position and market attractiveness.

1.2

Competition in market segments is assessed and analysed for impact upon marketing strategy.

1.3

Marketing activities are evaluated for their contribution to market share and rate of market growth.

1.4

Sales forecasts are completed and evaluated qualitatively and quantitatively.

1.5

Selected marketing strategies are assessed for their impact upon profit.

1.6

Assessments of marketing performance against current marketing strategy are produced and are evaluated against the extent to which objectives have been met.

1.7

External environmental factors are examined for impact upon marketing strategies.

Range – social, economic, demographic, cultural, ethnic, natural, political, legal, regulatory, technological, and competitive.

1.8

Marketing resource utilisation is analysed and resource issues are assessed for their potential impact upon strategic marketing position.

LO 2

Develop and evaluate strategic options to meet specific marketing objectives.

2.1

Strategic options are developed that meet agreed marketing objectives.

Range – target market, demand, product, pricing, distribution, promotion.

2.2

Strategic options are evaluated in terms of compatibility with marketing objectives.

Range includes – ability to maximise key opportunities and marketing strengths, critical success factors in the intended market, marketing capabilities and resources, market characteristics, competitive factors.

2.3

Distinctive competencies and competitive advantages of strategic options are evaluated in terms of compatibility with marketing objectives.

LO 3

Select marketing strategies.

3.1

Information gained from the evaluation of strategic options is used to rank options.

3.2

Risks and returns associated with strategies are balanced against the feasibility of achieving marketing objectives.

3.3

Marketing strategies are selected that provide the best fit between the organisation’s goals and capabilities, and marketing opportunities.

3.4

Gaps in capability between current performance and new objectives are identified and corrective measures recommended.

LO 4

Produce a strategic marketing plan that

4.1

meets organisational and marketing objectives.

Desired market position is defined to meet organisational and marketing objectives.

Range – product attributes, usage and users, product class, consumer needs and benefits, competition.

4.2

Generic market strategy is formulated to meet organisational and marketing objectives.

Range – status quo, intense growth, market penetration, market development, product development, diversification, integrated growth.

4.3

Marketing approaches are analysed and selected to meet organisational and marketing objectives.

Range – mass marketing and distribution, product variety marketing, differentiated target marketing, concentrated target marketing.

4.4

Target markets are confirmed, current and future market demand assessments are analysed, and targets are set, to meet organisational and marketing objectives.

4.5

Confirmation is obtained from stakeholders that strategic marketing mix meets organisational and marketing objectives.

STRUCTURE:

Title page
Executive summary
Product/Service description
Target market(s)
Situation analysis
Strategic options
Marketing and positioning strategies Forecasts
Performance evaluation and monitoring Appendix (if applicable)