According to the learning materials (Topic 2, p. 3), ‘the strategic marketing planning process needs to include an analysis of marketing opportunities, selection of target markets, … development of marketing strategies, planning of marketing programs (the marketing mix), and management of the marketing effort (annual-plan control, profitability control, strategic control)’.
Identify an organisation with which you are familiar and which you believe undertakes effective strategic marketing planning. Explain which two or three of the above-mentioned components of strategic marketing planning are effectively conducted by that organisation, providing in-depth supporting reasoning. You should focus your analysis on just one product (physical good or service) or product range.
In your analysis, ensure you consider comments made in the article, ‘A Refresher on Marketing Myopia’, including the assertions (Gallo, p. 3) that many organisations ‘don’t spend enough time understanding what customers want or need’; that leaders need to ask themselves the following question: ‘What are we really doing for the customer?’; and that ‘successful companies focus on customer needs, not their own products and services, which can—and will—be replaced by competitive alternatives, either ones they make themselves or those produced by existing or potential competitors’.
Provide adequate information about your chosen organisation and product (physical good or service) or product range, so that the marker can assess your response appropriately. However, limit this information to about 100 words or less since it does not contribute directly to your marks. The company information does not contribute to your word count.
AQF Level 8
[Title of report]
Word count: [.. insert word count here ..]
[Provide adequate information about your chosen organisation so that the marker can assess your answer appropriately. However, limit this information to 100 words or less since this doesn’t contribute directly to your marks. This section is excluded from the word count.]
Marketing planning process
[…provide very brief explanation of the marketing planning process …]
Evaluation of effective marketing planning in [company selected]
[… type paragraphs here…]
[… type references here, in alphabetical order…]