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Strategic Marketing Proposal
Assessment description
You are the Marketing Development Team of a global organisation.
Your team is to plan for an integrated marketing communications launch of a new product.
You are required to
1. Choose a brand category you would like to represent and select one new product under the category
2. Choose at least 2 key marketing theories to discuss the new direction for the brand and integrate and discuss in depth in your report
3. Identify a new strategic brand position using Ansoff's matrix and offer a new strategic marketing plan focussing on either offensive or defensive strategies
This is an individual assessment. Some categories examples include:
(1) Convenience goods, (2) shopping goods and (3) specialty goods
Verified Expert
Marketing management employs tools from economics and competitive strategy to analyze the industry context in which the firm operates. These include Porter's five forces, analysis of strategic groups of competitors, value chain analysis and others.In competitor analysis, marketers build detailed profiles of each competitor in the market, focusing on their relative competitive strengths and weaknesses using SWOT analysis. Marketing managers will examine each competitor's cost structure, sources of profits, resources and competencies, competitive positioning and product differentiation, degree of vertical integration, historical responses to industry developments, and other factors.
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