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Strategic Marketing

Evaluate the role of marketing in an organisation. 1. 2 Analyse the relationship between corporate strategy and marketing strategy. 1. 3 Explain how marketing strategy is developed. 2 Be able to evaluate approaches to marketing analysis. 2. 1 Evaluate various approaches to internal environmental analysis. 2. 2 Evaluate various approaches to external environmental analysis. 2. 3 Explain how internal and external analyses can be integrated to devise strategic alternatives. 3 Be able to apply strategic marketing decisions and choices. 3. 1 Justify decisions and choices to be made at a corporate level. 3. 2 Assess how these decisions influence marketing at business unit and functional level. 3. 3 Evaluate approaches to competitive positioning of businesses. 4 Be able to evaluate the use of marketing strategies for competitive advantage. 4. 1 Summarise a range of strategies that can contribute to competitive advantage. 4. 2 Assess marketing strategies, their application and implementation for an organisation. 4. 3 Evaluate marketing strategies for an organisation. Scenario You are employed at Marketing Trooper, a consulting firm that specialises in Strategic Marketing. You are part of the sales team and you have contacted CraftSupplies, a company specialising in Art and Craft Supplies. Task 1 of 3 - Presentation (ACs 1.1, 1.2, 1.3, 3.3, 4.1, 4.2 & 4.3) Instructions CraftSupplies are interested in setting up a new marketing campaign to increase sales and have asked you to prepare a presentation for the Board of Directors and the Senior Management Team. You will need to cover the following topics in your presentation: • Explain the role of marketing to an organisation and what the relationship is between marketing strategy and corporate strategy. • Describe how a marketing strategy can lead to competitive advantages, and the type of competitive positioning an organisation can adopt • Explain how a marketing strategy is developed. • Discuss marketing’s role in the competitive positioning of the business. • Evaluate a range of marketing strategies that can contribute to organisation’s competitive advantage. Delivery and Submission • 1 x Presentation file with speaker notes and executive summary – (1000 words) excluding TOC, diagrams, references and appendices. • You can use PowerPoint, Prezi or any other suitable template. Task 2 of 3 - Brochure (ACs 2.1, 2.2 & 2.3) Instructions You are going produce a brochure detailing your services as a marketing firm. Your firm’s strongest point is conducting market research and your brochure should have 3 sections. • Section A covering the various approaches to internal environmental analysis • Section B covering various approaches to external environmental analysis • Section C covering how internal and external analysis can be used to decide on strategic marketing options Please include a short note in the brochure to explain that different approaches will be priced at different levels.

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