Understanding of key aspects of strategic marketing

Assignment Help Strategic Management

Reference no: EM131173079 , Length: word count:3000

Strategic Marketing: Product Portfolio and Product Lifecycle Management

Assessment Task

"Most organisations offer more than one product or service.....The advantage here is that the various products - the product portfolio - can be managed so that they are not all in the same phase in their life cycles. Having products evenly spread across life cycles allows for the most efficient use of both cash and human resources."

Hollensen, S. (2015) Marketing Management: A relationship approach. 3rd ed. Harlow Pearson p257.

By reference to academic literature, explore the concept of the product portfolio and product lifecycle management, using appropriate industry examples to demonstrate learning and application.

Indicate how a company could apply the concepts, making generic recommendations.

Produce an essay or business report that demonstrates the understanding of key aspects of Strategic Marketing.

The report should have:

- A sound theoretical and conceptual perspective, containing evidence of critical debate within an appropriate academic literature. A minimum of 8 academic journal articles should be referred to.

- An effective practical foundation, which makes generic management recommendations.

- Figures & graphs

- Analytical

The work should be in essay format and be 3000 words, +/- 10%.

TITLE /COVER PAGE
EXECUTIVE SUMMARY
TABLE OF CONTENTS
INTRODUCTION
PRODUCT LIFECYCLE MANAGEMENT
PORTFOLIO MANAGEMENT
BOSTON CONSULTING GROUP MATRIX
GENERAL ELECTRIC-MCKINSEY MATRIX
PLM AND PORTFOLIO MANAGEMENT INDUSTRY EXAMPLES
RECOMMENDATIONS
CONCLUSION

Specific skills-

- Synthesize complex organizational based information, together with dynamic external data into effective marketing lead planning strategies.

- Create an implementation plan, by which the marketplace strategy may be made effective

Key Skills-

- Demonstrate an ability to work effectively in a leadership role in order to carry out marketing tasks linking theory to practice

- Make discriminating use of a range of learning resources in order to solve organizational marketing related problems.

- Communicate the solutions arrived at, and the thinking underlying them, in verbal and written form.

Reference no: EM131173079

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