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.