Strategic Marketing Plan

Strategic Marketing Plan

The ‘Strategic Marketing Plan (Part II)’ as assignment two provides you with a hands-on experience in formulating, implementing and
measuring marketing strategies. Additionally, this marketing plan will enhance your in-depth understanding ofthe various strategies for new
market entries, growth markets, mature and declining markets and for the new economy in sustaining competitive advantage overthe product
life cycle.

1.You can continue with the same business offering that you have selected as part ofthe Strategic Marketing Plan (Part I).

Discuss the relevance of a pioneer or a follower strategy by highlighting suitable strategic market programs for the business under
consideration.

2.Explain the relevance ofthe growth-market strategies for market leaders and share-growth strategies for followers for your

selected business.

3.Discuss the possible strategic choices for the business for maintaining competitive advantage in shakeout, mature and

declining markets.

4.Briefly discuss the relevance of various strategies to serve new economy markets in regards to your

business.

5.Describe the appropriateness of designing organisational structures and marketing plans for the implementation of different

competitive strategies for the business under consideration.

5.ldentify the critical role of marketing metrics and marketing audit in

relevance to your business.

Obviously some theories and concepts in Chapters 8 – 13 will be more relevant to the Strategic Marketing Plan

(Part II). You must choose which ones are more relevant and explain why they are more relevant. You must apply the concepts and theories y
have learned from your reading ofthe text to the Strategic Marketing Plan (Part II) analysis and not just list or describe them. Please try

to keep your assignment within the total word limit.

You must use correct referencing ofthe textbook and other resources used in your

assignment to pass the assignment. Use of more references may attract higher marks. Marks will be deducted for incorrect referencing and
poor presentation (ie., spelling and grammar). lfthere is no referencing in your assignment it will be deemed to be plagiarism and the
plagiarism policy will be enforced. You will receive a higher mark for applying a critical analysis to your discussion.

Please referto the

marking template below for the way in which the marks will be distributed. Also referto the grading system outlined in this unit guide for
how grades are given for the assignment.
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