Question 1

Use the template SECTION 1 ANALYSIS TO SECTION 4 below to develop a strategic marketing plan for the organisation that you have pre-prepared. Ensure that you consider all the points listed under each heading. Below is an unforeseen scenario. It is essential that you take this into account when developing your strategic marketing plan. Failure to do so will affect your final mark.

Scenario Post-carbon economy Due to pressure exerted by consumers for a post-carbon economy, a global climate emergency coalition has been formed which states, backed by legislation, that all organisations must become carbon neutral by 2050. This means every organisation must put into a place a strategy to remove as much carbon dioxide from the atmosphere as they put into it. The overall goal of carbon neutrality is a zero-carbon footprint. This can be achieved by balancing carbon emissions with carbon offsetting or eliminating carbon emissions entirely. The global coalition is expecting the latter.

Section 1: ANALYSIS (30 marks)

1.1 Context

1.2 Marketing fit with the corporate and business strategy

1.3 Capturing environmental insights

1.4 Customer insights and connections

1.5 Capturing marketing insights Implications of the given scenario for the analysis Section

2: PLANNING (30 marks)

2.1 Market segmentation

2.2 Targeting

2.3 Branding and positioning

2.4 Selection of marketing strategy Implications of the given scenario for planning Section

3: IMPLEMENTATION (30 marks)

3.1 Integrated marketing mix

3.2 Product

3.3 Price

3.4 Place

3.5 Promotion

3.6 Extended 4 Ps Implications of the given scenario for implementation Section

4: FEEDBACK AND CONTROL (10 marks)

4.1 Monitoring and control of strategic marketing activities Implications of the given scenario for feedback and control