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GATORADE
http://www.gatorade.com/#home?s=01_prime
Part A – Strategic Direction
NOTE: Who is the report for, what is “its” objective, remember the process is more important than the finished document
Executive Summary – scene setting – a brief summary of the report that is to follow.
Mission Statement – Corporate – a more tangible look at what we do everyday – why we get out of bed, include something about products, customers and key levels of performance. “What are we here to do and deliver on?”
Situation Analysis
Organisational Core Competencies Analysis – what is it that we do well internally across the organisation?
Environmental Analysis – PESTL – Political, Economic, Social Cultural, Technological & Legal.
Product/Market Analysis – Definition – who we serve and what we sell on a broad scale – sets the parameters for the business/plan, potential market size, features, growth major trends of the market your product/service serves
Customer Analysis – profile your customers- who are they how do they behave, what are their triggers. Remember that you can have various market segments – consider all potentials both primary and secondary targets.
Competitor Analysis – think from a customer’s perspective – beware of substitute products/services Strengths, Weaknesses, Opportunities & Threats
(Summary of the Situational Analysis) (SWOT)
Strengths – Internal to the Organisation
Weaknesses – Internal to the Organisation
Opportunities – External to the Organisation
Threats – External to the Organisation
Critical Issues (3 things arising out of the SWOT that MUST be addressed – critical to survival or success)
Conclusion – a brief analysis of the above and where you are heading for Assignment 2.
Reference List
You must use academic references throughout your assignment. Please ensure that you reference or use footnotes correctly. You should also include a bibliography at the end of your assignment of all references used.
Final reports should include high levels of presentation, tables, graphs, business style writing,
PART B – The Tactical Plan
Executive Summary – scene setting – a brief summary of the report that is to follow. Integrate your executive summary from Assignment 1 Part A.
Marketing Goals and Objectives – outline your specific marketing goals and objectives – be SMART! What are you trying to achieve through your product/servicing offering?
Target Market – who are your target markets and why? You must select a specific target market to discuss. Refer back to your customer analysis but you must differentiate between your chosen target market and all your potential customers.
Marketing Strategy – How does the organisation wish its product or service to stand for in the market relative to competing products or services? What kind of marketing strategies will you put into play? Consider your market structure, will a differentiation, penetration, growth and or generic strategy be an approach. Use portfolio models to expand on your strategies.
What is your brand position statement – the product or service values, the personality of your brand and how it resonates with your target market?
Marketing Tactics – How will you achieve your objectives through your marketing mix?
Product – tangible and intangible aspects of your product or service – its benefit and or its appeal to your target markets. Avenues for new product development/modification or product line extensions.
Place – Distribution – where will consumers get it?
Price – how will you price your product/service? Price penetration, price skimming?
Promotion – How we will reach our target markets
? Advertising,
? Direct marketing,
? Personal selling,
? PR & Publicity, ? Sales Promotion ? Media
? Online
People – who are our people – their strengths, skill sets, and core competencies? What are our internal assets?
Communications Plans
Communication Objectives – timeline your communications objectives and also include an action plan for implementation.
Mediums utilised – TV, Radio, Internet, Print, Billboard etc
Time Frames – Product release, roll out of promotion campaign etc. Responsibilities for organisational teams
Forecasts and Budgets
A brief outline of budget requirements for the marketing mix Conclusion – drawing it all together.
Reference List
You must use academic references throughout your assignment
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