Developing and Managing a Strategic Marketing Plan and Applying Strategic

marketing

Description

Developing and Managing a Strategic Marketing Plan and Applying Strategic


Marketing Management Techniques to a Market Situation


This unit provides the learner with the understanding and skills to support active engagement in the process of

strategic marketing management.


Scenario

Marketing is at the core of business. Outperforming the competition requires solid marketing knowledge and

precise marketing decision making. An organisation’s positioning, and the positioning of its products and

services, depend on the formulation and implementation of intelligent and well-informed strategic marketing

plans.

Your multinational appliance company wants to stay competitive and is continuously adjusting and adapting

its customer approach to meet changing needs and expectations. Recently due a rise in heart disease in the

country, the company has come up with ‘Air Fryers’ where cooking oil is not required to fry products. The hot

air will fry products thus reducing the negative effects of deep frying and allow foodies to enjoy. This will

impact deep fry cookers and appliances. You are required to discuss the learning outcomes in perspective of

this scenario.


Note: Those candidates who want to discuss their own company and product can do so. Do give a profile of

your company and product.


Task 1

Understand the principles of strategic marketing management

1.1. Discuss the role of strategic marketing in an organisation

1.2. Explain the processes involved in strategic marketing

1.3. Evaluate the links between strategic marketing and corporate strategy


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