Make sure you use the following section headings (indicated in bold) for each of the Questions/Issues:
7. MISSION
State your business’s MISSION: What business are you in? What value do you propose to offer potential customers?
8. TARGET SEGMENTS
Which market segments will your business focus on and why? Using the information from section 3, present a table listing your primary potential target markets with information for each drawn from all prior sections to explain your decision as to which ones will get your primary attention.
9. SERVICE DEFINITION
Describe THE SERVICE that you will provide. Using your self-analysis, and your customer and competitive analyses, explain how you reached this conclusion.
Describe the People who will deliver the service, the Physical Environment (if any) in which the service will be provided and the Process through which the service will be provided.
10. COMPETITIVE ADVANTAGE ANALYSIS
How well does your proposed service meet the demands of the market compared with the competition? To help do this analysis:
Create a Product X Market Matrix. This is a table listing the target segments you identified in the Customer Analysis section for SLP1 and the products those segments buy.
Add the competitors providing those products for each segment in each cell as appropriate.
Don’t just present the matrix; explain what it shows.
11. The GENERAL OBJECTIVES or GOALS of your business (for example, achieving sales of X% by date A).
ASSIGNMENT EXPECTATIONS
Inclusion of Prior Sections
Each time you submit a new section of the Marketing Strategy, include the prior sections, revised in the light of feedback and any further research you have conducted, as necessary. Make those revisions in color.
Though these prior sections are not graded again, (they already have been graded when first submitted), including them helps the grader understand your analysis, and enables you to tell a coherent story.
For example in SLP01 you described the market and market segments for your firm’s products. Later you’ll provide an analysis of the marketing mix elements, (Product, Price, Promotion and Place), but your analysis of each of these only makes sense in reference to the segments described in the earlier section. If you don’t include SLP01, then the grader won’t know what segments there are, and so won’t be able to make as much sense of your analysis as if you included it. Similarly the various elements of the mix are related to one another and for this reason all prior sections should be included with each new section submitted for grading.
Thus, it is a REQUIREMENT that the prior sections, revised to reflect prior feedback, are included with each new SLP section.
Thus your paper for SLP02 should consist of the following:
Title page (see MOD01 instructions for details)
The SLP01 section of the strategy – revised as necessary. Three pages approximately. (No need to include the SLP01 title page)
The SLP02 section of the strategy – as indicated below. Three pages approximately.
References, Bibliography, Appendices etc.
Once you get into recommendations, explain the alternatives you considered and why you decided to make the recommendations you do. This is very important – and a much more powerful way to demonstrate your learning than simply stating recommendations in the absence of any justification or analysis.
It is also expected that you will use information from the background readings as well as any good quality sources you can find to deepen your understanding of the project. Be sure to cite your sources in your text and provide a reference list at the end of the paper.
The following will be assessed in particular:
Your demonstrated understanding of the concepts used in the project. (Generally, formal definitions are not required as understanding can usually be demonstrated by the way you apply or interpret the concepts.)
It is expected that you will select appropriate frameworks for analysis from the teaching materials and demonstrate your understanding of them through your application of them to the project
Your ability to conduct marketing analysis appropriate to the project. Some sections above require simple description, (e.g. name and location) while others require analysis (the rest). Graders will place more weight on analysis than description.
The criteria used for assessment will be those explained on the MOD01 Home page, namely:
Focus.
Breadth.
Depth.
Critical thinking, including selections and application of relevant frameworks.
Effective and appropriate communication skills.
Readings
Aaker, D. (2013). From positioning to framing. Marketing News (January):22-3. Available May 31, 2013 via Online Library
Christ, P. (2011). Principles of Marketing. KnowThis.com.
Read the following chapters:
Product Decisions.
Managing Products.
Available May 31, 2013, at
http://www.knowthis.com/principles-of-marketing-tutorials/
Consumers say “no thanks” to relationships with brands (2001). Direct Marketing 64(May):48-51.
Available through Library Portal/Proquest, May 31, 2013..
Consumers say “no thanks” to relationships with brands (2001). Direct Marketing 64(May):48-51.
Available through Library Portal/Proquest, May 31, 2013.
Cooper, L. (2010). Customer relations: The secret to a good customer relationship. Marketing Week (October):24-26. Available through Library Portal/Proquest, May 31, 2013.
Fournier S. (1998). Consumers and their brands: Developing relationship theory in consumer research . Journal of Consumer Research. 24:4(March). Available through Library Portal/Proquest, May 31, 2013.
Fuhrmans, V. (2013). Is Porsche still a sports car maker? Wall Street Journal (May 29). Available through Library Portal/Proquest, May 31, 2013.
McNamara, C. (2007). Entrepreneursip – Product and service development. Available May 31, 2013 at
http://managementhelp.org/productdevelopment/index.htm
Vargo, S.L., and R.F. Lusch (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(January):1-17. Available through Library Portal/Proquest, May 31, 2013
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