Prepare a Basic Structure For The Strategic Marketing Plan

Each company (group) will formulate a strategic marketing plan for their chosen company in written format. The strategic marketing plan should identify and analyse emerging strategic concerns and opportunities. Then, leverage overarching strategic development and marketing mix tactics in order to suggest ways for the company to progress forward and grow. A basic structure for the strategic marketing plan is:

1. Executive Summary
2. Background: Who is the company, what do they do, brief overview of problem
3. Situation Analysis: Industry, Brand and Competitor Analysis e.g., 7 domains
4. Strategy Development and Objectives: What overarching strategy should be used by the company to resolve problems that have arisen in the situation analysis e.g., Flank-attack Ansoff's matrix
5. STP+ Marketing Mix Tactics: On a tactical level how might the brand think to achieve this strategy e.g., new product development, advertising (these should be brief ideas/recommendations)