Critically evaluate the tactics that organisations can potentially implement to gain and/or defend market share within turbulent markets.

1. Learning Outcomes
1. Consolidate data for a marketing audit and then critically examining it to provide a direction for the formulation of a marketing strategy.
2. Devise a SMART-based strategic marketing plan outlining the associated operational tactics.
Debate the relationship between theory and practice and how they inform marketin gbased decisions especially in relation to a strategic approach to marketing.
3. Critically evaluate the tactics that organisations can potentially implement to gain and/or defend market share within turbulent markets.
4. Present and communicate information in a professional manner that is suitable for discussion at boardroom level of a major international company.
Choose among these British brand that may not be available in your country:
1. Barbour
2. Aston Martin
3. Savoir beds
4. Oliver Spencer- leading menswear labels
5. Russel & Bromley
You are required to carry out and evidence a market audit of your country or
any country of your choice that you would like them to expand to, devise smart
objectives, market entry strategies, the segmentation, targeting, positioning and 7Ps strategies they should use, implementation, control plan and
recommendations to successfully and profitably trade in the new country of
your choice.
Structure of the Market Audit Report:
Executive summary
Assignment Description MLOs addressed
Assignment 1 Individual marketing audit report (100%):
Students devise a 5000 words marketing audit
report from SMART-based marketing strategy
with associated tactics
ML01
ML02
MLO3
MLO4
MLO5
MLO6
Introduction- intro into the marketing audit and plan
Situational analysis – Macro and microenvironment. With key models (TOWS,
PESTEL, value chain, PLC etc.) and concepts applied. We need to see a critical
discussion. Students can use tables but a critical discussion of the most
important elements which directly Influence the objectives, strategy and
implementation must be critically discussed. This can be a paragraph under
tables such as PESTEL or TOWS/porters five forces.
STP- segmentation, targeting and positioning. Students can use additional
concepts here such as brand personality, perceptual map, USP to help them
explain “positioning”.
Objectives- 2 smart objectives which should derive from a) existing objectives
they may have found on a company’s website (they must turn these into
SMART objectives) or b) the objectives can derive from all of the situational
analysis they have done, therefore they can develop their own smart objectives.
These should be statements.
Each objective will have its own strategy and implementation.
Strategy – they are expected to apply strategic frameworks here! Such as
Ansoff matrix, brand extension, line extension etc…
Strategy for any of the objectives chosen.
Implementation – this relates to putting the strategy into action (step by step)
The 7p’s – You may have discussed a number of P’s (e.g. place, price and
promotion) as part of the strategy and Implementation section. If you have done this please do not repeat the same P’s again. Only discuss the remaining P’s that were not discussed.
The implementation section requires critical explanation and justification of the step by step action of the strategy.
Control – A company needs to keep track of their objectives.
Conclusion