PROJECT GUIDE 1
1.Prior to doing this, each student or student group is to familiarize themselves with the Marketing Planning process presented in Figure 2.2 (all references to figures and chapters are in the Reed textbook, 3rd edition). Students should study the Marketing Planning model so they can gain some insight as to what will be involved in developing the Marketing Plan. You can use the marketing planning process model shown in Figure 2.2 or the MOSAIC mac-b model (see article by Ch’ng).
2.Each student or student group should choose a national, regional or local company/organisation for which they will be developing their Marketing Plan.
3.Chapter 3 of your textbook provides a guideline to conducting your situation analysis. Important areas to address at this stage of the Marketing Planning process include an analysis of the environmental (industry/micro/macro) factors and how they will impact the marketing mix; the relevant competition and the marketing program that will be used in terms of various marketing mix variables.
4.Critical success factors are those factors, when absent, will impair the successful attainment of the company/organisation’s marketing/business objectives. What are the critical success factors for your chosen company/organisation? List and describe how these factors have been critical for the success of the company/organisation. As a guide, also read pages 79 and 80 of your textbook.
5.Conduct an internal review of the company/organisation’s marketing, and non-marketing capabilities.
6.The next step is to summarise the situation analysis into a problems and opportunity statement. This includes an assessment of the company/organisation’s capabilities vis-a-vis the critical success factors; the identification of opportunities where the company/orgaisation has capabilities; and the identification of the most important threats facing the company/organisation.
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