Developing and Managing a Strategic Marketing Plan and Applying Strategic
marketing
Description
Developing and Managing a Strategic Marketing Plan and Applying Strategic
Marketing Management Techniques to a Market Situation
This unit provides the learner with the understanding and skills to support active engagement in the process of
strategic marketing management.
Scenario
Marketing is at the core of business. Outperforming the competition requires solid marketing knowledge and
precise marketing decision making. An organisation’s positioning, and the positioning of its products and
services, depend on the formulation and implementation of intelligent and well-informed strategic marketing
plans.
Your multinational appliance company wants to stay competitive and is continuously adjusting and adapting
its customer approach to meet changing needs and expectations. Recently due a rise in heart disease in the
country, the company has come up with ‘Air Fryers’ where cooking oil is not required to fry products. The hot
air will fry products thus reducing the negative effects of deep frying and allow foodies to enjoy. This will
impact deep fry cookers and appliances. You are required to discuss the learning outcomes in perspective of
this scenario.
Note: Those candidates who want to discuss their own company and product can do so. Do give a profile of
your company and product.
Task 1
Understand the principles of strategic marketing management
1.1. Discuss the role of strategic marketing in an organisation
1.2. Explain the processes involved in strategic marketing
1.3. Evaluate the links between strategic marketing and corporate strategy
