Reference no: EM132931211 , Length: word count:2800

ES987 Strategic Marketing - University of Warwick

Assessment brief

Your parent company in the Marketplace Simulation has decided that the experiment has been a success. As a result, they would like your firm to continue selling 3D printed carbon fibre bicycles. Unfortunately all of your competitors have decided to continue as well. Based on the situation at the end of the Marketplace Simulation, your task is to create a Strategic Marketing Plan for your firm for the next year.

Your Strategic Marketing Plan must contain the following sections:

1) Introduction (approximately 200 words): Including Firm Vision, Firm Mission; Overall Objective(s) intended to be achieved through the Strategic Marketing Plan.

2) Marketing/Situational Analysis (approximately 1500 words). Including
a. Internal Analysis: This must include data about your firm from the Marketplace Simulation
b. External Analysis: This must include data about your competitors, customers and markets from the Marketplace Simulation

3) Marketing Strategies and Goals (approximately 500 words): Including identification, evaluation and selection of your strategy (or strategies) intended to appeal to your firm's target customer segment (or segments). Please note Marketing Strategies are not the same as the Marketing Mix which is tactical.

4) Proposed Marketing Programmes/Conclusion (approximately 600 words): Including recommendations for an appropriate Marketing Mix and relevant control mechanisms intended to achieve the marketing goals. It is not necessary to provide a budget or specific implementation/action plan, but please ensure any recommendations could be reasonably achieved within one year.

5) Reference List

6) Appendix (if necessary)
You may use any tools, models, or techniques which were discussed during the module or which you find in the relevant academic literature. However, you must justify the inclusion of each tool, model, or technique through the critical evaluation of the appropriate academic literature. This applies to tools from the lectures as well.

Please note that the majority of the marks will be gained through the academic justification of the appropriate tools, models or techniques. Simply applying a range tools, models or techniques without justification will not be sufficient to pass.

Attachment:- Strategic Marketing.rar