In your role as the Strategic Marketing Director for your organization, or an organization of your choice, you have been asked by the Board of Directors to develop a Strategic Marketing plan and present it at the next board meeting. In order to produce the marketing plan, you will need to undertake a strategic marketing audit. Your marketing plan, which should cover the medium-term period (as relevant to your organization and sector) should be underpinned by the marketing audit. In preparation for the meeting, you have been asked to carry out the following tasks: Prepare a marketing audit covering the following topics which should be presented to the board of Directors. The strategic marketing audit must consider current and likely future challenges for the chosen organization and include the flowing tools. • Macro environment Analysis - PESTEEL • Situational Analysis - SOWT/ TOWS matrix. Key issues, CSF’s • Micro environment analysis - Porters 5 forces, stakeholder analysis, competitor analysis • Internal environment analysis - Cultural web, McKenzie’s 7 S’s, Portfolio Analysis tools, value chain analysis, brand analysis, core competencies
In your role as the Strategic Marketing Director for your organization, or an
organization of your choice, you have been asked by the Board of Directors to develop
a Strategic Marketing plan and present it at the next board meeting. In order to produce
the marketing plan, you will need to undertake a strategic marketing audit. Your
marketing plan, which should cover the medium-term period (as relevant to your
organization and sector) should be underpinned by the marketing audit. In preparation
for the meeting, you have been asked to carry out the following tasks:
Prepare a marketing audit covering the following topics which should be presented to
the board of Directors. The strategic marketing audit must consider current and likely
future challenges for the chosen organization and include the flowing tools.
• Macro environment Analysis - PESTEEL
• Situational Analysis - SOWT/ TOWS matrix. Key issues, CSF’s
• Micro environment analysis - Porters 5 forces, stakeholder analysis, competitor
analysis
• Internal environment analysis - Cultural web, McKenzie’s 7 S’s, Portfolio
Analysis tools, value chain analysis, brand analysis, core competencies
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