You have been tasked with creating a strategic marketing plan for a retail brand of your choice. You can use one of the following brands, or select another existing brand: Markham Jet Truworths Edgars

Project description: This assessment is designed to determine your understanding of compiling a Strategic Marketing Plan. Read the questions carefully; make sure you understand it before attempting to answer the question. The focus of this assessment is on the compilation of a Strategic Marketing Plan and you need to complete the sections as indicated to complete the plan for your selected product/brand. All assumptions made need to be based on 2021/2022 market conditions and information.

1. Executive Summary The Executive Summary provides a brief overlook of the major lines of the document. The Executive Summary provide a clear, concise overview of the following points: Company Description: Summary of the company your brand/products belong to. 10 marks Target Segment: Identify your target market. 10 marks Competitive Advantage: Provide summary of your competitive advantage. 10 marks Positioning Statement: Identify your targeted position within the market your brand/product competes in. 10 marks Marketing Plan Objectives: Identify your marketing plan objectives for your brand/product. (10) 2. The Company Description The Company Description highlights the recent history and recent successes of the organisation. 20 marks

3. Strategic Focus and Plan This section covers three aspects of corporate strategy that influence the strategic marketing plan: 3.1 The mission: of the company or product you have chosen. 3.2 Goals: set by the company or product. Nonfinancial goals Financial goals 3.3 Core competence/sustainable competitive advantage of your product/brand: identify what are the core competence or sustainable advantage your product or brand has over its competition. (40) 4. The Situation Analysis The situation analysis should take into account both the internal and external factors affecting the market for your chosen beverage brand. Use the below aspects to conduct a situation analysis. SWOT analysis Industry analysis Competitor analysis Company analysis Customer analysis (40) 5. Product-Market Focus This section should cover all components pertaining to the marketing strategy for the brand. 5.1 Marketing and product objectives: Provide the marketing and products objectives of your brand or product. 5.2 Target markets: identify your brand or products target market in which it operates 5.3 Points of Difference: Identify what differentiates your productor brand from its competitors. 5.4 Positioning: Indicate your brand or products position within the market it operates. (30 )

6.1 Marketing program 6.1 Product strategy This section describes in detail three key elements of the companys product strategy: the product line, its quality and how this is achieved, and its cutting edge packaging. Please include visuals of your product/brand and the packaging. 6.1.1 Product Line: provide the full list with detail of each of the products your brand offers. 6.1.2 Unique Product Quality: Highlight your brands product quality 6.1.3 Packaging: Provide detail of your packing of your products/brand. (40) 6.2 Price strategy The Price Strategy section makes the companys price point very clear, along with its price position relative to potential substitutes. (15) 6.3 Promotion strategy The Promotion strategy describes all the promotional activities planned for your product/brand. (20) 6.4 Distribution strategy The Distribution Strategy is described in terms of both (1) the present method and (2) the new one to be used when the increased sales volume makes it feasible. (20)