You have been accepted onto a Future Leaders Development Programme (FLDP) within a large organisation. It is a yearlong programme and involves developing and presenting specific projects to other programme delegates; all the projects are viewed by the CEO. The delegates come from across the organisation and you are the sole representative from the Marketing Department. This is an excellent opportunity for ambitious staff to make an impression on senior managers and leaders. In the past graduates from the programme have been promoted within the company. The introductory session of the programme is personally led and overseen by the CEO. The company is currently successful but is going through a period of intense change. There are new competitors entering the market, whilst new technologies are changing both production capabilities and consumer preferences. All the work from the FLDP should be retained in a personal file which will be reviewed at the end of the programme.

Task 5 Understand how to create a marketing strategy to meet business objectives

This is the final task of the development programme and on its completion your file will be ready to submit to your line manager.

You must:

• evaluate the requirements of a marketing strategy
• explain the relationship between a marketing strategy and a corporate strategy
• explain how the marketing strategy should address competitive forces and their likely impact
• design a dissemination process to ensure internal stakeholders are informed and committed to the marketing strategy.
• create monitoring systems to ensure the successful implementation of a marketing strategy.
• construct a marketing strategy for a named organisation.