Strategic Marketing Plan

Strategic Marketing Plan

Assignment Question:

The’ ‘Strategic Marketing Plan (Part I) ‘ as assignment one provides you with a hands-on experience in

understanding the concepts related to the strategic marketing management and specifically in applying this plan to SportUNE. Additionally,
this marketing plan will also enhance your understanding of the opportunity analysisthrough critical aspects such asfore casting the market
knowledge, se mentation, targeting, differentiation and positioning. Please access the SportUNE’s website to retriev e more information about
the business o?ferings www.sportune.com.au

ldentifythe relevance of the mission, SMART objectiv es and hierarchy of strategies for

S ortUNE.

Dgfine the industry in which your Sp ortUNE will compete by assessing the industry’s five competitive forces and highlight the

appropriate conditionsfor the strategic fit of prospector/analyser/defender/reactor strategies.

Discuss the market and industry

Ettrafrlztiv ene ss through macro and micro level analyses in orderto address the strategic challenges of the SportUNE’s business.

rue y

discuss the relevance of the marketing re search forthe strategic decision-making of the Sp ortUNE’s business and identify the influence of
pro duct, pricing, distribution and promotion policies on marketing decisions.

Describe the significance ofthe overall segmentation,

targeting, differentiation and positioning strategies for the SportUNE.

Obviously some theories and concepts in Chapters 1- 7 will be more

relevant to the Strategic Marketing Plan (Part I). You must choose which ones are more relevant and explain whythey are more relev ant. You
must applythe concepts and theories you have learned from your reading of the text to the Strategic Marketing Plan (Part I) analysis and
not just ist or describe them. Please try to keep your assignmentwithin the total word limit.

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You must use correct referencing of the

textbook and other resources used in your assignment to passthe assignment. Use of more references may attract higher marks. Marks will be
deducted for incorrect referencing and poor presentation (ie., spelling and grammar). If there is no referencing in your assignment it will

be dedemed to be plagiarism and the plagiarism policy will be enforced. You will receive a higher mark for applying a critical analysisto
your Iscusslon.

Please refer to the marking template below forthe way in which the marks will be distributed. Also referto the grading

system outlined in this unit guide for how grades are given for the assignment.

Measure Max Mark Your Mark

Care in question

interpretation 10%

Understanding of key concepts 30%

Analytical/criticalthinking 20%

Application of examplesto

concepts 30%

Logical flow and presentation 10%

use the textbook:

Walker, 0.0, Gountas, J.l., Mav ondo.F.T., & Mullins. J. W.,

(2011). Marketing strategy: A decision-focused approach. (2nd ed.). North Ryde: McGraw-Hill.

ISBN: 9780071014847

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