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.
Sample Solution
ontrol of men – her estates were her own, and the maintenance of them were her responsibility. However, it was largely reported until recent years that Isabella’s retirement was not one of freedom but instead one of imprisonment. For example, Bond’s article in 1853 displays Isabella’s retirement as one of humiliation and seclusion, presenting the queen as completely removed from any form of political or social influence. This view is supported in select chronicles where Isabella is depicted being “confined in a handsome castle” in which she wasn’t allowed to leave. The image of a recluse Isabella has since been overturned and, instead, the more prevailing idea is of an active and public queen-mother is now accepted. Isabella’s household book presents Isabella constantly moving around the country, not something expected of someone who was supposedly secluded from society. This image is present in numerous chronicles such as the Chronicle of Lanercost which suggests that Isabella, despite the restrictions placed upon her, did not have a life of imprisonment but one of “competent and honourable sufficiency” which she “enjoyed”. While her position had been considerably reduced, her political and cultural impact continued through her relationship with the royal family, her French heritage, and through her interest in cultural and religion.
Isabella established a relationship with her son early on in his life which was essential to maintain political power when he became king. Whether she maintained this relationship solely for this purpose, the effect still existed and allowed her to continue to influence her son from 1330 onwards. Immediately after his coup, Edward III dramatically restricted Isabella’s life as a punishment for her role in the minority government (as discussed in the previous chapter) which would suggest there were some initial strains in their relationship. Her dower which she had gradually increased during her time in power was reduced to £3000 per annum