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.
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
Task 2
Understand the tools used to develop a strategic marketing strategy
2.1. Assess the value of models used in strategic marketing planning
2.2. Discuss the links between strategic positioning and marketing tactics
2.3. Analyse the merits of relationship marketing in a given strategic marketing strategy
Task 3 – Note: Using their own organisation or selecting an organisation such as philips, sonashi etc and keeping in mind the above scenario, the learner uses strategic marketing techniques and creates appropriate marketing objectives for a defined market, showing how they would respond to changes in the marketing environment.
Be able to use strategic marketing Techniques
3.1. Use appropriate marketing techniques to ascertain growth opportunities in a market
3.2. Plan how to use marketing strategy options in a market
3.3. Create appropriate strategic marketing objectives for a market
Task 4
Be able to respond to changes in the marketing environment
4.1. Report on the impact of changes in the external environment on a marketing strategy
4.2. Conduct an internal analysis to identify current strengths and weaknesses in a marketing strategy
4.3. Propose strategic marketing responses to key emerging themes in a marketing strategy
Possible Sources
Task 4
Be able to respond to changes in the marketing environment
4.1. Report on the impact of changes in the external environment on a marketing strategy
4.2. Conduct an internal analysis to identify current strengths and weaknesses in a marketing strategy
4.3. Propose strategic marketing responses to key emerging themes in a marketing strategy
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