Strategic Marketing Plan (SMP) checklist
Your group is responsible for the development of a Strategic Marketing Plan (SMP) for a Strategic Business Unit (SBU) within a firm and must ultimately be a long-term plan (3-5 years). This checklist is provided to assist students with achieving this.
PRESENTATION FORMAT OF REPORT
1. Length: approx. 35 pages (or 8,000 words maximum) (Including appendix and sources of information)
2. Font: Times New Roman 11 point
3. Text: print one side only, 1.5 spaced, report style writing
4. Margin: 1.5cm left side margin and 3 cm right side margin
5. Binding: staple top left corner
The following sections MUST be included in your Plan – without every one of these sections, (with every one done well) the document is relatively worthless, and will be assessed as such.
1. EXECUTIVE SUMMARY
The Executive Summary is NOT an introduction. It is a summary of the key strategies you are recommending the corporation use to achieve its marketing objectives and goals, and your explanation of why these marketing strategies are needed.
2. CONTENTS PAGE
List your headings and sub-headings using a numerical format and ensure the corresponding page number is correct. (NB: You do not list the Executive Summery in the contents page, it is a stand-alone document)
3. INDUSTRY BACKGROUND
Provide a brief summary of what has occurred within the SBU’s industry over the last 5-10 years that is of particular relevance to the SBU – i.e. the key changes and trends within the industry.
4. CORPORATION & SBU BACKGROUND
Provide a brief outline on the corporation as it is today. Discuss the company structure, key stakeholders/influencers, overall performance, other business operations and interests.
Give details of the SBU for which you are developing the strategic marketing plan. Give details of product(s) covered by the SBU, the geographical scope of the SBU, its operations, strategic fit within the corporate structure and overall financial performance.
5. SBU SITUATION ANALYSIS (Where are we now?)
Review the internal (micro-) and external (macro-) environments of the SBU, including:
5.1 SBU Culture / Resources /Stakeholders/ Performance
? Give details on the culture (key beliefs and values) that impact on the ongoing operations of the firm.
? Review the corporate resources made available to the SBU – be specific because it is these resources that determine the scale of marketing strategies that are possible.
? Review the key stakeholders and clearly identify the interests of each – your marketing strategies need to take all stakeholder groups into account.
5.2 SBU Customers
? Analyse market performance in which the SBU is operating. Provide detailed information on the SBU’s key market segments, their growth/decline (provide data on sales, growth, market share, etc. for the past 5 years) and the reasons for this. Review the SBU’s past performance to date in terms of strategic implications that may impact on its future performance. Use tables/graphs to clearly demonstrate your findings.)
5.3 SBU Competition
? List major competitors of SBU, their market share or some measure of their relative success and power compared to your own SBU.
? Review the performance of each competitor to date,
? Review relative resources, profitability, key competitive advantages and Sustainable Competitive Advantages of each of the key competitors.
(Use a table format)
5.4 Key Findings
? List the major key findings from your analysis presented in 5.1, 5.2 and 5.3.
6. SBU Objectives and Goals –“Where do we want to be”?
Indicate the time period (years) for the strategic marketing plan and list separately the objectives and goals for the SBU for the time period. Relate these to your Situational Analysis (sections 5 above). Be realistic – don’t come up with either objectives or goals that are unrealistic (i.e. a very remote likelihood of your SBU actually achieving them), or objectives and goals that are already achieved (what is the point of doing this?)
7. Recommended strategies. – “How do we achieve our objectives and goal ?”
6.1 Market Strategies
6.2 Product Strategies
6.3 Pricing Strategies
6.4 Distribution Strategies
6.5 Communication Strategies
These strategies should lead to the achievement of the SBU objectives and goals listed in Section 6 above , must be based on the theoretical concepts given in the text book, and possibly on other sources of relevant strategies, which you then apply to your SBU’s situation. The strategies themselves should flow logically from your analysis of the internal and external environments. For example; developing strategies that will optimize the SBU strengths to create further sustainable competitive advantages, or to deal with competitors before they negatively impact on the performance of your SBU.
8. Implementation Program. “How do we operationalise our strategies described in Section 7 above?”
Present the proposed plan for implementation/control in the form of a Table.
Appendices should be used to include relevant information that your group has based the Strategic Marketing Plan on that was not critically important enough to be included in the body of the Plan itself. If you evaluated various strategic alternatives, provide this comparison in the appendices. If you generated a Portfolio Analysis as part of the process of developing the SMP, you may wish to include this or the underlying workings in an Appendix.
10. Sources of information
List all key sources of information your group has used to discover information on the 4Cs or other areas of relevance to the Strategic Marketing Plan. Particularly good sources add weight / credibility to your Plan and hence are likely to earn you “bonus marks”.
Strategic Marketing 310 – SMP Marking Guide
Content (Please refer to the unit outline for in-depth explanations of the requirements of each section). Marks Score
EXECUTIVE SUMMARY 5
INDUSTRY BACKGROUND 5
CORPORATION & SBU BACKGROUND 10
SBU SITUATION ANALYSIS 25
SBU OBJECTIVES AND GOALS 5
RECOMMENDED STRATEGIES 25
IMPLEMENTATION PROGRAM 10
Breadth of Information Sources / Appropriate Use of References / Reference Technique 5
Consistency between Situation Analysis, Objectives, and Strategies 5
Clear Report Structure, use of Contents Page, Appendices, and Clarity of Communication 5
you just have to do
5.2 SBU Customers and 3.2 SBU Customer
i will upload the table you have to complete for 3.2 and a sample assignment so that u can do the assignment if there is anything please do let me know.
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