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Summary of current marketing efforts and any conclusions

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Reference no: EM133343792

I. Introduction - an overview of the brand's history, successes, challenges, and planned/needed changes.

II. Situation Analysis

a) PESTLE Analysis - cite sources when identifying each element.

b) Industry Analysis (market changes, major competitors' strategy, supply chain, and distribution issues, etc.).

c) Strengths and Weaknesses (company/brand) & Opportunities/Threats Facing Management

III. Problem and/or Opportunities currently pursuing - Discuss which problems and/or opportunities the company is pursuing and evaluate the success; provide your ideas regarding different problems or opportunities they might pursue and back them up with research/sources.

IV. Marketing Objectives - What is management trying to accomplish? Customer loyalty improvement? Sales growth? Profit growth? Defend current market share? Grow market share? Do you agree? Note: marketing objectives are different than communication objectives! A marketing objective might be to increase customer retention to 85%. One communication objective might be to increase 'engagement rate' (social media) to 4.5% (likes, comments, shares, etc.). Go here for examples of engagement rates: https://blog.hootsuite.com/calculate-engagement-rate/

V. Marketing strategy - Include target market(s) description, targeting strategy, positioning strategy, and the marketing program currently utilized. Provide details regarding products/brands, pricing strategy (brand level) and tactics, distribution strategy, and promotion strategy (i.e., sales promotion, PR, online promotions, digital and social media, advertising).

VI. Summary of current marketing efforts and any conclusions

VII. Add reference.

Reference no: EM133343792

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