BHK0021 Strategic Marketing Planning:  Individual Assignment

Coursework 2: Individual coursework

A review of the strategy pursued while your team was in charge of marketing at your Simbrand company, followed by a forward plan for the next five years.

Briefly describe the market environment and how it has changed over time.
Identify key changes and explain their significance.

Explain how the market segments vary one from another and over time.

Explain your targeting strategy.

How many products did you have and why? How did you position your products?

What did you do about other elements of the marketing mix?

How did you monitor market spend against sales and profitability?

Rather than a descriptive blow-by-blow account of what you did, I am looking for a clear analysis of the market and your actions.  Thus you should review key factors in the market; key decisions made and focus on how and why rather than what and when.  The review should be followed by a proposal for the broad strategy to be followed from year 9 onwards.

Assignment assessment criteria:

Quality of analysis, in particular

the presentation of evidence to support analysis
the accuracy and reliability of quantitative analysis
the credibility of qualitative analysis

The application of theory to explain a situation and/or action taken

Clarity of exposition

Referencing  (all references to use APA 6th format – see APA referencing guide on Learning Development Group (LDG) Unilearn site – ‘reading and research’).

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