Marketing Strategy Essay for Business Management
Masters in business Administration (MBA) students doing degree in business management are often required to do a marketing strategy essay as part of their course work. Often the marketing strategy essay is based on practical implementation of the theoretical models and concepts studied in the module of marketing by the students of UK universities. Almost all the degree programmes offered by UK universities in the area of business management would have at least one marketing strategy essay. Usually a case study based essay is provided where a particular organisation’s case is either given by the University or has to be developed by the student. The marketing essay would comprise of implementation of the concepts such as porters five forces, 4Ps of marketing, competitor analysis of the organisation, Ansoff matrix and similar other tools used by business organisations.
A marketing strategy of course is a process that allows the organisation to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage. Hence a marketing strategy is not merely about improving sales and profits, but sustaining them over a longer period of time. Often the tutors who provide the essays on marketing strategy in many UK universities would only indicate a general guideline of the essay. The students who make the marketing strategy essay would concentrate on specific increase in sales and profits, but do not focus on its sustainability or even developing competitive advantage.
It is in these areas that I provide my expertise and help to the students of UK universities. I can develop guidelines for marketing strategy essay for UK University students and have helped several students to complete their marketing essays based on the different criteria given by universities. Following are examples of the criteria set usually given by universities in the United Kingdom where I have helped many students to achieve good grades.
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Learning Outcomes and Criteria covered by this Assignment
- Understand the concept and process of marketing
- Be able to use the concepts of segmentation, targeting and positioning
- Understand the individual elements of the extended marketing mix
- Be able to use the marketing mix in different contexts.
Outcomes On successful completion of this unit a learner will:
LO 1 – Understand the concept and process of marketing
LO 1.1 – explain the various elements of the marketing process
LO 1.2 – evaluate the benefits and costs of a marketing orientation for a selected organisation
LO2 – Be able to use the concepts of segmentation, targeting and positioning
LO 2.1 – show macro and micro environmental factors which influence marketing decisions
LO 2.2 – propose segmentation criteria to be used for products in different markets
LO 2.3 – choose a targeting strategy for a selected product/service
LO 2.4 – demonstrate how buyer behaviour affects marketing activities in different buying situations
LO 2.5 – propose new positioning for a selected product/service
LO3 – Understand the individual elements of the extended marketing mix
LO 3.1 – explain how products are developed to sustain competitive advantage
LO 3.2 – explain how distribution is arranged to provide customer convenience
LO 3.3 – explain how prices are set to reflect an organisation’s objectives and market conditions
LO 3.4 – illustrate how promotional activity is integrated to achieve marketing objectives
LO 3.5 – analyse the additional elements of the extended marketing mix
LO4 – Be able to use the marketing mix in different contexts.
LO 4.1 – plan marketing mixes for two different segments in consumer markets
LO 4.2 – illustrate differences in marketing products and services to businesses rather than consumers
LO 4.3 – show how and why international marketing differs from domestic marketing.
Assessment Format: Produce a report to present to the Managing Director of your chosen company. The must be written in professional manner and properly referenced. The report should comply with the word count of 2500 with +/- 10% margin. You may use tables and diagrams to support your report to illustrate the text. Word count excludes the index, headings, information contained in tables, references and bibliography.
As a newly appointed Marketing Manager, you are required to carry out a detailed industry analysis for your chosen organisation. The purpose of this is to formulate a suitable marketing campaign for your chosen organisation. Produce a report detailing the below.
As part of the introduction to the report give a brief explanation of the various elements of the marketing process (LO 1.1)
Evaluate the benefits and costs of a marketing orientation for the selected organisation. (LO 1.2)
Carry out a thorough organisation, industry and market environment situation analysis. For this, identify and analyse Macro environment, Micro external environment, Micro internal environment and the capabilities using a range of tools and techniques suitable for each market situation.
Summarised your analysis using a SWOT Analysis.
Include minimum key factors such as the different analysis models, you must carry out;
- Macro environment analysis
- Micro external environment
- Micro Internal (Core & Distinctive competencies)
You must carry out the above analysis and you are welcome to use more tools and techniques to support your findings. Summarise your finding through a SWOT analysis (LO 2.1)
Following the SWOT analysis identify a product/service that can be marketed to two different segments. Justify your reason for the proposed segmentation criteria. (LO 2.2)
Choose a target strategy for the chosen product/service. (LO 2.3)
For the chosen strategy discuss how the buyer behaviour affects marketing activities in different buying situations. Discuss the buyer behaviour in relation to the segmentation criteria you have identified. (LO 2.4)
Suggest a range of positioning options for your selected product/service (LO 2.5)
Develop a marketing plan for the proposed strategy addressing the issues identified in the marketing analysis.
For example you may identify the strategies such as,
- Increase existing market share through market stimulation
- Increase existing market share through new product development
- Entering a new market through introducing existing product(s) to a new market
- Entering a new market through new product development
Focus on one of the objectives and develop a marketing plan. Provide a justification and an explanation with reasons for the chosen strategy. Your explanation should include,
- how the product is going to be developed to sustain competitive advantage (LO 3.1)
- how distribution is going to be arranged to provide customer convenience (LO 3.2)
- how you would set the price of the product to reflect organisation’s objectives and marketing conditions (LO 3.3)
Plan and recommend marketing mixes for the two different segments you have discussed in the Assignment 01. (LO 4.1)
For the segments you have discussed above clearly explain the marketing mix with including the promotion element. You should discuss how the promotional activity is integrated to achieve marketing objective. (LO 3.4)
Include an analysis into the additional elements of the extended marketing mix, providing your marketing plan (LO 3.5)
To summarise your findings and recommendations,
Suggest a budget, resources and a timescale.