Evaluate the effectiveness of previous marketing

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Reference no: EM13963160

Executive summary, choose any food industry, 1A, out line your mission, vision, purpose and culture, also from finance, market, brand, choose one from the 3, discuss long term strategy plan, 1B, use SWOT & PESTEL analysis, 1C, use the 5Cs situation analysis ( company, competitors, customers, collaborators & climate,) 1D, competition and consumers ACTS, 2010, 2A, choose 2 of the 3 questions, use SMART, at the measurable apply KPI to see if set goals was achieved if no address the gap, you apply contingency, 2B, make ref to answer 1B pestel analysis or copy it and pest, 2C, the answer is, to achieve $15 in revenue we need to sell 33,3322,000 units at an average of $450 a unit, over next trading years with a profit margin of 50%, 3A,3 market opportunity, expansion of stores,, on line sale etc, apply ANSOFF model in of the opportunities, 3B, use RAMP model to fix the answer, 3C, use SMART analysis, align it on long term, 3D, use 4 Ps principles and customers satisfaction, market mix, 4A, two SMART metrics each for long and short term, identify your KPI, 4B, write detailed on I, ii, iii, over half page on each, conclusion and recommendation, each a paragraph,

Remember all the answer will be related to the food industry you choose, you need to research or download,

TASK REQUIREMENTS

To complete this task, you are required to choose an organisation in the fast food industry, e.g Hungry Jack's, McDonald's, Kentucky Fried Chicken (KFC) or any other fast food restaurant that you are familiar with and able to retrieve sufficient marketing information to support your analysis.

Alternatively you can choose an organisation that you are familiar with and able to access sufficient information to complete this assessment.

You will need to review and analyse strategic organisational documents from their publicly available information from a variety of sources which might include but not limited to the annual report, customer service charters, codes of practice and social commitment documents, etc.

Executive/Management Summary

Provide an executive/management summary of this report, which you should write this after you have completed all the sections outlined below.

1. Identify Strategic direction

Undertake a brief strategic analysis of your chosen organisation's current marketing performance. To do this, you are required to:

(a) Outline the organisation's mission, vision, purpose and value based on their current marketing material or management's report.

(b) Identify and briefly discuss your chosen organisation's direction and marketing targets. Explain how the strategic direction of your chosen organisation influence their marketing strategy

(c) Conduct a situational analysis that clearly outlines factors affecting the organisation's strategic direction and performance. You may consider the current market situation, competitors, collaborators and profitability or other relevant factors deemed appropriate in your discussion.

(d) Identify and briefly discuss any legal and ethical requirements that the company may face.

2. Review Marketing Performance

(a) Evaluate the effectiveness of previous marketing and positioning strategies of your chosen organisation to determine their effectiveness. Identify at least TWO of the following:

i. Critical Success Factors

ii. Areas of improvements

iii. Lesson learnt

(b) Conduct a SWOT Analysis of current key products and markets of your chosen organisation.

(c) Identify and examine TWO previous marketing opportunities implemented by your organisation. Evaluate the financial performance or determine their viability.

3. Scope Marketing Opportunities

Knowing that the industry of your chosen organisation is constantly changing, and based on the outcomes of your analysis,

(a) Identify and analyse at least three marketing opportunities in terms of viability and possible contribution to the business.

(b) Assess the costs, benefits, risks and opportunities of each marketing opportunity

(d) What will be the impact on the business and the customers

4. Marketing Risk Management Strategy

Choose a marketing opportunity and undertake a risk management analysis,

(a) Develop at least TWO short term and TWO long term objectives with the relevant Key Performance Indicators or Marketing Metrics

(b) Develop a risk management strategy to identify risks and manage contingencies, and to ensure that marketing objectives are met in accordance with overall organisational requirements

i. consistent with the organisation's forecasted needs of the business;

ii. compatible with the projected capabilities, resources and financial position

iii. meeting the legislative and ethical requirements

Conclusion and Recommendation

The content of the conclusion may include

• a summary of the arguments presented in the body and how these relate to the essay question
• a restatement of the main point of view presented in the introduction in response to the topic
• The implications of this view or what might happen as a result.

Reference no: EM13963160

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