The assignment is the development of a strategic marketing plan in Microsoft Word foryour organisation and it mustcover the following topics:1.Introductionavery shortintroduction of your chosen company and the strategic reasons why youchose them.2.Executive Summaryasummary of thekey findings and recommendations (sections 3, 4 and 5)3.Where we are nowareviewof the keyPESTLE trends & developments with their impact on the industry,driversbehind them and likelihoodthey continue inthe future and potential impact on your organisationusing Porter’s 5 Forces model, areviewof the key forces of competition and their potential impact on your organisationusing the Lehman & Winer model, areviewof the key competitors (one direct competitor, one potential newcomer and one substitute) and assessment of their future strategyusing the DMU and 5Ws & H models, areviewof the anticipated key changes in the future consumer behaviourusing Wang & Ahmed marketing resources model, areview of the key marketing assets and related marketing capabilitiesusing Wang & Ahmed marketing resources model, areview of the dynamic marketing capabilitiesareview of the lackof marketing assets, marketing capabilities and dynamic marketing capabilitiesSWOT4.Where we want to bea‘SMART’description of three strategicmarketing objectivesadescriptionofthreealternative marketing strategies which aim to achieve the objectives statedand which are based on your analysis under 3 abovethe recommended marketing strategy with clear rationale using the SAFe assessmenta descriptionof the target segment(s) and related competitive positioningmap5.How we are going to get thereadescriptionof the main (Digital) Marketing Mix initiatives to implementthe chosen marketing strategya description of how you plan to monitor and track the progress of the implementation of your plan6.Appendices7.References Make sure you are clear and concise in yourwriting as your word limitfor sections 3-5 is2,000+/-10%.
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