Strategic Marketing Management

Overview

Instructions:

Your local small business association has read about Amazon Go and is concerned about the

potential competition. They wish to offer strategic marketing advice to local businesses, have asked

you to prepare a presentation in which you should analyse and evaluate key marketing concepts as

well as the marketing planning process by using Amazon Go as an example.

Prepare a presentation with speaker notes and a briefing report in which you should include:

An introduction, evaluating the purpose of strategic marketing.

A diagram of the marketing planning process.

A critical review of at least three marketing concepts/models/theories and how they

relate to the marketing planning process.

A critical discussion of the significance of branding using Amazon as an example.

Illustrate the concepts of ‘brand pyramid’ , ‘brand positioning’ and ‘brand management’

, and how

and why these concepts should be integrated into marketing planning.

Delivery and Submission:

1x Presentation file with speaker (500 words)

1x Briefing Report (1000 words)

II. Marketing Plan (AC2.1, 2.2, 2.3, 3.1, 3.2, 3.3, 4.1 & 4.2)

Instructions:

Co-incidentally, a representative of Amazon attended your business association presentation and

was impressed. The Amazon manager responsible for the introduction of Amazon Go to the UK has

asked you to prepare a strategic marketing plan addressing the following:

A section in which you perform a PESTLE analysis and review Porter’s 5 forces relevant to your

organisation.

A section with a SWOT analysis and a stakeholder analysis of your organisation.

A section in which you should develop SMART strategic objectives for the organisation.

A section concerning the market segment. This section should:

o Discuss how market segments could be used for the organisation.

o Select one or more market segment(s), justifying your decision.• Propose and justify a brand positioning for the targeted market segment

A section concerning the marketing mix. This section should:

o Analyse the significance of the marketing mix for the organisation.

o Contain a pricing, promotional and distribution strategy for one of its product ranges or

categories.

Submission and Delivery:

1x Marketing Plan (3000 words)

Referencing:

Each section must reflect any supporting Harvard style citations.

A comprehensive Harvard style reference list must be included at the end of the work.

Evidence to be submitted:

Business Presentation – 500 words

Briefing Report – 1000 words

Marketing Plan – 3000 words