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Table of Contents
Segmentation,
Targeting and Positioning (STP)
Implementation schedule
(Gannt chart) and budget
Organisation name; Type of organisation; Size of organisation; Range of products and services; Customer base; Main competitors (1-page max.)
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Marking Scheme – Achieved? |
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Organisation background: Organisation
name; Type; Size; Range of products/services; Customer base; Main
competitors. Background provides a clear context for
the SWOT analysis and one-year plan |
Next you should include a data rich and rank ordered SWOT analysis (2-pages max.). Although your SWOT will be closely based upon your Marketing audit, you must NOT submit your marketing audit notes (but do please save these as they may be required later to justify your SWOT).
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Marking Scheme – Achieved? |
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High standard of critical analysis in the
SWOT based on appropriate internal & external conceptual frameworks Swot is rank ordered and data rich, with
many sources cited Swot is customer (not product) and
marketing (not sales) focused Opportunities list external positive
factors (not a “wish-list” of things to fix in plan) A limited number of key issues and growth
drivers been identified from the Swot and provide a “scope” (focus) for the
Plan |
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Marking Scheme – Achieved? |
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Both critiqued & improved using cited
framework |
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Marking Scheme – Achieved? |
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Customer focused Objectives are Smart Objectives use mixture qualitative and quantitative
targets Objectives indicate a sensible improvement
over the 1 year of the plan |
Your One-year Strategic Marketing Plan (15 pages max.) should be well structured and in addition to the SWOT should contain: Mission/vision statement; SMART marketing objectives; Strategic options with clear recommendations & justification; Marketing tactics (mix); Implementation schedule & budget; and a Control section including metrics/measures (as indicated in the Marketing Assignment structure and weightings document provided (below).
Segmentation, Targeting and Positioning (STP)
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Marking Scheme – Achieved? |
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Has segmented segment customers, NOT
products Uses segment tree and segment
attractiveness grid Potential customer segments rated for
attractiveness & competence |
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Marking Scheme – Achieved? |
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key customers, their needs (other
stakeholders) see seg’ above Choice of target customer(s) identified
and justified |
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Marking Scheme – Achieved? |
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product/service market match, how to
differentiate Map uses customer criteria and plots us,
them, now and next Statement identifies competitive points
of difference, do = customer behavioural objective; because = external reason
to believe |
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Marking Scheme – Achieved? |
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Marketing strategy – Ansoff (strategies
need a timeline), Porter generic, Kotler & Singh = Defend or attack, all
choices justified Key themes – Customer service, Comms’,
Branding, Loyalty, Digital, etc. Variety of Marketing strategy models
adopted to meet objectives |
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Marking Scheme – Achieved? |
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Marketing Tactics - The new improved
Marketing Mix for the year of the plan Tactics fit organisation capabilities and
resources, all justified |
Implementation schedule (Gannt chart) and budget
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Marking Scheme – Achieved? |
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Implementation schedule (Gannt chart) and
budget for the year of the plan Implementation schedule is achievable
within year one given the available resources/capability Size of marketing budget for
communication and marketing research is appropriate to organisational context
Schedule and budget choices made are justified |
Metrics/measures derived from objectives, use of key performance indicators (KPI’S
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Marking Scheme – Achieved? |
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Measures relate to the specific objectives
for the plan Dashboard used to show Strategic,
Operational and Tactical measures Controls monitor/measure progress toward
completion of tactical activities to achieve the 1- year objectives Metrics use a range of input, lead and
lag key performance indicators ROMI = the extra profit (not sales)
divided by marketing budget |
Harvard Referencing
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