You will first perform situation analysis. Specifically, you are expected to evaluate the brands/companys business scope, remote and near environments and internal resources. In conclusion of your situation analysis, a problem and opportunity statement should be formulated and justified.

You are then expected to develop a marketing strategy for the brand/company of analysis. You are expected to draw on your situation analysis to justify marketing objectives identified, develop and evaluate high-level strategic alternatives.

You are then expected to develop one alternative marketing strategy for the brand/company of analysis to achieve strategic objectives developed from your situation analysis. You are expected to evaluateyour proposed marketing objectives, high-level strategic alternatives and briefly demonstrate an example of a tactical program.

You are expected to cover the following sections in your report:

1. Executive Summary

2. Where we are now

3. Where we want & need to be

4. How we are going to get there

5. Appendix

6. References

This is for a UK consumer brand, if changing the brand is required please let me know.

Business scopeConstrain your analysis of a particular market and timeframeRemote environment analysisPESTLE analysisPorters Five ForcesNear environment AnalysisPLCCompetitive environmentConsumer insightsInternal analysisValue Chain analysis Product Portfolio analysisONLY include Critical and Original insights rather than laundry listing!CONCLUDING WITH: Critical Success Factors (CSF)Use CSF to bridge your external and internal analysisUse CSFs to form preliminary insights on your strengths and weakness

Problems and opportunities statement (3 top ones)Highlights of the main insights emerged out of your situation analysisNo new insights at this point (from here, there should be no new research required) Rank and explain the urgency and importance of problems and opportunitiesProblems and opportunities should beclearlyarticulated and actionable. Avoid making bland, generalised conclusions….the robust economy represents a key opportunity…. This would beabackground condition rather than an actionable opportunityAvoid making a laundry list of SWOT statements!Strategic objectivesDevelop three objectives that address the three most important problems and opportunities identified aboveDemonstrate ability to form SMART objectives

High-level strategic (HLS) alternativeDevelop onealternativeHLS to address strategic objectivesEvaluation of alternative High-level strategies Assess alignment across each element of HLS components generic and competitive strategies, growth strategies and STP strategiesCritically assess priorities and trade-offs; input-return; risk assessment; competitive pressure; timelineBrieftactical programDemonstrate a feasible and actionable tactical plan to implement the HLS (e.g. 7Ps)

Testimonials

situation analysis and development of a comprehensive marketing strategy for Bentley