29 Jun UGBS 601-Strategic planning project
Question
Module Project
submit approximately 1,000-2,000 words in which you:
•Complete sections 2.0-2.6 of the Strategic Planning Project:
o2.0 Situation Analysis
o2.1 Market Summary
o2.2 SWOT Analysis
o2.3 Competition
o2.4 Product Offering
o2.5 Keys to Success
o2.6 Critical Issues
Requirements
Please find link to sample below http://www.mplans.com/inline_skating_marketing_plan/controls_fc.php
You can choose whatever product or service organisation you are most interested in reviewing. This can be for a product or service offered by your current organisation, although it does not have to be. Please note, however, that you are not permitted to use either a franchisebased or multilevel marketing (MLM) organisation since each has a preset and welldocumented marketing plan template already in place.
2nd submission: Strategic planning project
This week, you will submit the first part of your strategic marketing plan report. The report
should outline your analysis of the market environment and your organisation’s marketing
response so far. Specifically, describe the nature of the product (product attributes and/or
services provided) and market (characteristics, needs, trends, growth). From your analysis of
the internal and external environments, prepare a SWOT analysis of the organisation’s
strengths and weaknesses and of the opportunities and threats in the external environment.
This must not simply be a report on what the organisation is currently doing or a restatement
of the work of others. Throughout the assignment, you should focus on how the decisions you
recommend will offer a competitive advantage for the firm and justify any changes you
consider necessary. You do not need to include a Cover Sheet (but do include your name at the
top), Table of Contents or Executive Summary in the Week 3 assignment. Be certain to include
a Reference section at the end along with in-text citations identifying all sources used to
prepare your assignment, which should include a substantial listing of originally sourced
material from the online library, quality websites and/or industry sources.
References:
The References should be a list of quality academic and professional articles and papers, links
to websites and other sources (for example, documented interviews) which you have consulted
in developing your Module Project assignment. All references must be compiled in accordance
with the Harvard Referencing guidelines.
Sample marketing plan:
This outline structure is taken from the Pegasus Sports International sample marketing plan
(section numbers have been added for clarity), which you may wish to read and consider as an
example of how you might approach each topic in your analysis.
It can be located online
at: http://www.mplans.com/inline_skating_marketing_plan/executive_summary_fc.php. You
should understand that this plan is considerably abbreviated and well below the assignment
wording requirements. Also, with the exception of the breakeven analysis graph (which should
be included), it is not necessary to prepare graphs in your analysis of the type shown in this
Pegasus plan.
Project resources
Kotler, P. & Keller, K.L. (2012) Framework for marketing management, 5th edition, Pearson
Prentice Hall. Chapter 1,‘Defining marketing for the 21st
century’ Chapter 2, ’Developing marketing strategies
and plans’ Chapter 3, ‘Collecting information and
forecasting demand’ Chapter 4, ‘Creating long-term loyalty
relationships’ Chapter 7, ‘Identifying market segments and
targets’ Please also refer to the recommended journal readings outlined in your weekly notes.
To complete the Submission: Chapter 2, ’Developing marketing strategies and plans’
submit approximately 1,000-2,000 words in which you: Complete sections 2.0-2.6 of the
Strategic Planning Project: 2.0 Situation Analysis 2.1 Market Summary 2.2 SWOT Analysis 2.3 Competition 2.4 Product Offering 2.5 Keys to Success 2.6 Critical Issues
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