Strategic Marketing Plan Assignment

Write a 3,000-word strategic marketing plan. The FOUR brands from which students can choose are mentioned below. Your marketing plan MUST be based on ONE of the four brands below. Given the word limit, this is an outline strategic marketing plan.

For your marketing plan, you can choose the company or a strategic business unit (SBU) e.g. GapKids (The Gap, Inc.).

The scenario is that you are an external marketing consultant commissioned to write a strategic marketing plan on behalf of your selected company/brand (the client). Your marketing plan must be in report format.

Your audience is the Board of Directors. The report should be written in a clear, well-structured format and addressed to the Marketing Director of your selected company (if you don’t know the name of the Marketing Director, use a fictitious name). Don’t use your real name! Although there is no one definitive way to structure an outline strategic marketing plan, key elements are likely to include the following, possibly based on the SOSTAC model or Malcolm McDonald’s marketing planning process:

- Brief introduction

- Where are we now?

- Where do we want to go?

- How are we going to get there?

- Getting there.

- Evaluation and control.

- Conclusion

- Reference list

- Appendices