Create a (2500 words) research report detailing the strategic marketing plan in response to TESCO PLC
• LO 1 Understand how to analyse an organisation’s current and future internal and external environments.
LO 2 Identify and analyse relevant information to recommend and inform strategic marketing decision making.
LO3 Develop a strategic marketing plan to realise organisational objectives.
LO4 Recommend appropriate control mechanisms to measure and monitor the implemented marketing strategy.
1) You should include as a minimum: Market Analysis (please back up your analysis with well documented research)
a) Market Size
b) Competitors analysis
c) Macro & Micro economic forces affecting the organisation (using relevant models) market size and trend data,
d) Customer analysis/personas
e) Stakeholder analysis
2) Identification of the organisation key strategic marketing objectives for the campaign.
Campaign strategy – How your market research lead to your recommendations
f) The reason for the campaign and/or strategic goal of the campaign
g) Market opportunity
h) Target audience
i) General campaign messaging
3) Strategy implementation (tactics) covering key areas of the marketing and the communications mix .A need to demonstrate knowledge of the RACE model as a framework for digital campaign planning and its relevance to your campaign plan specifically
Marketing roll-out plan (a GANTT chart is preferred)
a) Channels to be used
b) When/timing
c) Text/copy to be used (if relevant)
Budget – document all budget assumptions
Key Performance Indicators (KPIs)/Metrics
Recommendations of how the organisation could continue to engage with their audience in an always-on digital environment
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