Unit: Strategic Marketing
Task 1 of 1 – Presentation (AC1.1, 1.2. 1.3. 4.3, 5.1, 5.2 & 5.3)
Instructions:
Your local small business association has read about Amazon Go and is concerned about the potential competition. They wish to offer strategic marketing advice to local businesses, have asked you to prepare a presentation in which you should analyse and evaluate key marketing concepts as well as the marketing planning process by using Amazon Go as an example.
You should include:
- An introduction, evaluating the purpose of strategic marketing
What is Strategic Marketing (Definition) and the purpose/ objective of strategic Marketing?
1 or 2 definition from different books , what is the purpose of strategic or related to a company ( sell the product , build the customer ,) we can write Amazon Go
- A diagram of the marketing planning process.
A graphical presentation of the Marketing planning process and mention what represents each step (a short summary)
6 steps of marketing planning , SLIDE 6 & 7) diagram need to use and add one line of each step . we can write in general
- A critical review of at least three marketing concepts/models/theories and how they relate to the marketing planning process.
Review any of the below models and explain how it is related to marketing planning process
- Ansoff Matrix
- Balanced Scorecard
- The Marketing Mix
- SWOT Analysis
- Stakeholder Mapping
- The consumer decision making process
- Porters Five Forces
- The GE Matrix
- The Marketing Environment
- Segmenting consumer markets
- Maslow’s hierarchy of needs
- Boston Consulting Group Matrix
- PESTEL Analysis
pick 3 Model and explain or definition of model , How these 3 models is supporting the marketing planning we can write in general
- A critical discussion of the significance of branding using Amazon as an example.
What is branding? What is the importance of branding for an organization (explain this using Amazon company)
- Illustrate the concepts of ‘brand pyramid’, ‘brand positioning’ and ‘brand management’, and how and why these concepts should be integrated into marketing planning.
Explain what is meant by ‘brand pyramid’, ‘brand positioning’ and ‘brand management’ and for what purpose is it used. Then explain how and why these concepts should be integrated to the marketing planning process.
all these three concept illustrate , how and why these 3 concept integrated into the marketing .
write a executive summary to cover att this 5 question
Delivery & Submission
PPT presentation with minimum 10 slides (Add it as Print Screen in the word document)
▪Individual executive summary (circa 500 words excluding diagrams)The above PPT slide to be reflected in an executive summary
Two sldies for each question and we have write in point form .detail we can write in excutive summary .
Task 2 of 2 – Marketing Plan (AC2.1, 2.2, 2.3, 3.1, 3.2, 3.3, 4.1 & 4.2)
Instructions:
Co-incidentally, a representative of Amazon attended your business association presentation and was impressed. The Amazon manager responsible for the introduction of Amazon Go to the UK has asked you to prepare a strategic marketing plan addressing the following:
https://www.theguardian.com/business/2020/mar/14/amazon-open-store-without-checkouts-uk
https://www.bdc-retail.com/uk/amazon-go-uk/
https://www.thesun.co.uk/tech/10469295/amazon-go-shop-uk-launch-how-does-it-work/
Assume that you are the marketing head of Amazon UK and tasked with launching Amazon GO in UK – In relation to this you are supposed to prepare a marketing plan. (You have to assume that there is NO amazon GO branches in UK while preparing this marketing plan)
- A section in which you perform a PESTLE analysis and review Porter’s 5 forces relevant to your organization.
PESTEL analysis to evaluate the macro environment in relation to this launch
Porter 5 forces model to have a deep knowledge about supermarket industry in UK
- A section with a SWOT analysis and a stakeholder analysis of your organization
Draft a SWOT analysis related to Amazon while also conduct a stakeholder analysis to identify the impact and influence of those stakeholders
swot analysis and stakeholder analysis we need to discuss about Amazon GO, need to talk about stack holder ” what is the interest and influence of these stakeholder. We need to talk about 5 or 6 stakeholder .
- A section in which you should develop SMART strategic objectives for the organization
Related to Amazon GO UK develop SMART strategic objectives
Strategic objective area , need to discuss , expansion , growth , product development , etc , realistic practical objective small paragraph each objective .
- A section concerning the market segment. This section should
- Discuss how market segments could be used for the organization.How amazon Go can market in diffrent segment . male or female , convince or non convince. base on age all of these market segment .
- Select one or more market segment(s), justifying your decision.we need to select one market segment from QUESTION A, what is the reason behind to chose this market segment .(working man or working women ) .
- Propose and justify a brand positioning for the targeted market segment
base on selecting selecting in question B one or two segment provide market positioning. Positioning statement.
Talk about what is segmentation/ identify potential segments within this markets and provide a justification to the target market selected
Also you need a propose a brand positioning for the target market selected along with a justification
- A section concerning the marketing mix. This section should
- analyse the significance of the marketing mix for the organization
Explain the importance of marketing mix for Amazon GO as a marketing strategy and to attract & influence their customers
up to what level market Mix will help the Amazon customer to attract.
- contain a pricing, promotional and distribution strategy for one of its product ranges or categories.
Based on Marketing Mix – Propose how will you be using pricing, promotional and distribution as a part of the marketing mix strategy for one of the selected product ranges or categories.
Market 7ps , we need to talk about only 3 Ps . we need to select one product range about to launch . we need to talk about this product range price ,promotion and distribution .
Submission and Delivery:
▪ 1x marketing plan (circa 3000 words) – excluding appendices.