14 Aug Kim Woods
Part 1 – Market Information, Competitive Advantages and Strategic Focus
Objective:
Based on research of the internal and external environment, determine strategic new direction
Expectations:
Begin by reviewing the entire marketing plan outlined in the Week 1 materials so you have a strong understanding of where you are headed.
Instructions for the first section of the Strategic Marketing Plan for the company selected and approved as follows:
Using the Marketing Plan Worksheets as guides, prepare the following analysis:
Provide a Situational Analysis of the current Internal and Customer Environments
Research and prepare an analysis of the External Environment
Complete SWOT Analysis and SWOT Matrix
Develop at least 3 Competitive Advantages based on SWOT analysis
Develop a Strategic Focus from the most sustainable competitive advantages.
Page 6 of 6
Part 2 – Target Market Segmentation & Product Strategy
Continued Development of Strategic Plan includes:
Analysis of potential customers, segmentation of market and selection of Primary and Secondary Target Market that supports the Strategic Focus.
Development of Product Strategies aligned with Strategic Focus
Part 3 – Pricing, Distribution & Integrated Communication Strategies – Implementation Plan
Complete final sections of Strategic Marketing Plan and create one seamless document including feedback and changes suggested throughout the course. Additional content to should include:
Development of Pricing Strategies aligned with Strategic Focus
Development of Distribution Strategies aligned with Strategic Focus
Development of Integrated Communication Strategies aligned with Strategic Focus
Development of Implementation Plan.
Format:
APA Format Required
Executive Summary
Title Page and Reference Page
Use APA formatted headers and subheads as needed.
A minimum of 15 outside references required.
18-24 pages, not including title page, abstract and reference page.
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