Programme: Pearson BTEC Level 7 Extended Diploma in Strategic Management and Leadership
Unit Number and Name: Unit 7 Strategic Marketing Management
Assignment title: Strategic Marketing Management
Credit value: 15
Level: Level 7
4500 words
The Purpose of this Assignment:
For an organisation to be competitive both now and in the future, it is vital to understand how current thinking on leadership influences an organisation's planning to meet current and future leadership requirements. This assignment will enable you to demonstrate an understanding of the links between strategic management, leadership and organisational direction, and the skills to be able to apply this understanding within an organisational context.
Scenario:
Huawei Technologies Co., Ltd. is a Chinese multinational networking and telecommunications equipment and services company headquartered in Shenzhen, Guangdong. It is the largest telecommunications equipment manufacturer in the world, having overtaken Ericsson in 2012.
You are a Strategic Marketing Consultant working at BCG (The Boston Consulting Group is an American multinational management consulting firm with 90 offices in 50 countries.) and the managers of Huawei came to you as they have been tasked by their Marketing Director with providing a comprehensive report on strategic marketing as the company is planning to enter the European market with a new smartphone. In order to fulfill the requirements of the Huawei managers you decide to write a report identifying and discussing the similarities and differences between tactical marketing, strategic marketing and corporate strategy in organisation. You will also provide a brief overview of the strategic marketing planning processes in Huawei. Before you finish this task, you will have to evaluate the links between strategic marketing and corporate strategy in Huawei.
Once you finish this first task you will have to provide an analysis of models of strategic marketing planning and review how relevant and appropriate these models are to Huawei. At this point you utilizing your research from the first part of the document examine how day - to -day tactical enable strategic plans are achieved. Before concluding this task, you evaluate the benefits of relationship marketing both in general and within Huawei.
Passing onto your next task you have to evaluate some examples of growth opportunities for Huawei using appropriate marketing techniques. As a consultant you will have to review the marketing strategy options that are currently applied and based on that you will have to design a plan on how you would recommend the changes to be applied. Finally, design a range of appropriate strategic marketing objectives for Huawei.
Before you handover your report you will have to use the appropriate models to conduct an internal and external environmental analysis of Huawei and identify the impact that external forces will have on the marketing strategy. Your last point is to fulfill is to use the environmental analysis to identify key emerging themes that can affect Huawei and propose strategic marketing responses to these emerging themes.
On the base of the above scenario the Learner has to:
Task 1
I. Understand the principles of strategic marketing management
1. Identify and discuss the similarities and differences between tactical marketing, strategic marketing and corporate strategy in organisations. This could be presented in a simple tabular format followed by a critical discussion of the links and differences using established models. (1.1).
2. Provide an overview of the strategic marketing planning processes in Huawei. (1.2).
3. Using Huawei evaluate the links between strategic marketing and corporate strategy and provide examples of those links. (1.3).
Task 2
II. Understand the tools used to develop a strategic marketing strategy.
1. Provide an analysis of models of strategic marketing planning and review how relevant and appropriate these models are to Huawei. (2.1).
2. Utilising your research from task one examines how day-to-day tactics enable strategic plans to be achieved. Provide some examples relating to Huawei on how such tactical decisions can affect the strategic positioning of the organisation. (2.2).
3. Relationship marketing is generally viewed as a long-term strategy by turning one-off transactions into long term relationships. Evaluate the benefits of relationship marketing for Huawei. Briefly include examples of organisations that would benefit from relationship marketing as well as examples of some who would not benefit from this strategy. (2.3).
Task 3
III. Be able to use strategic marketing techniques
1. Evaluate examples of growth opportunities for Huawei using appropriate marketing techniques and justify them through the research of real-time data. (3.1).
2. Review the marketing strategy options that are currently applied, as well as those you feel are available, to your organisation. Design a plan on how you would recommend they could be applied. (3.2).
3. Following from your previous research and analysis of Huawei, design a range of appropriate strategic marketing objectives for the organisation's selected market. (3.3).
Task 4
IV. Be able to respond to changes in the marketing environment.
1. Using the appropriate models conduct an internal and external environmental analysis of Huawei and identify the impact that external forces will have on the marketing strategy. (4.1, 4.2).
2. Using the research from your environmental analysis identify key emerging themes that can affect Huawei, and propose strategic marketing responses to these emerging themes. (4.3).
Assessment criteria:
1.1: Discuss the role of strategic marketing in Huawei.
1.2: Explain the processes involved in strategic marketing.
1.3: Evaluate the links between strategic marketing and corporate strategy.
: Assess the value of models used in strategic marketing planning.
Discuss the links between strategic positioning and marketing tactics. 2.3: Analyses the merits of relationship marketing in a given strategic marketing strategy.
: Use appropriate marketing techniques to ascertain growth opportunities in a market.
: Plan how to use marketing strategy options in a market.
: Create appropriate strategic marketing objectives for a market.
: Report on the impact of changes in the external environment on a marketing strategy.
: Conduct an internal analysis to identify current strengths and weaknesses in a marketing strategy.
: Propose strategic marketing responses to key emerging themes in a marketing strategy.
Learning outcomes:
• Understand the principles of strategic marketing management.
• Understand the tools used to develop a strategic marketing strategy.
• Be able to use strategic marketing techniques.
• Be able to respond to changes in the marketing environment.