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Developing and delivering an organisation’s vision and mission
Your Marketing Director has given you responsibility to undertake a detailed strategic audit of the marketing strategy for your organisation. The strategic audit should critically evaluate the organisation’s existing marketing strategy and its relevance to the organisation, taking into account the level of volatility the market place has experienced in recent years.
Based on your findings, you need to review and re-define the marketing strategy, to enable the organisation to deliver its corporate vision and mission in the context of the uncertain economic climate. The strategy should also consider the implications for key stakeholders and resources of any decisions/recommendations made.
For an organisation of your choice undertake the following tasks:
Preparatory Work
Provide a brief background to your chosen organisation, its customer base, position in the market and product/service range (up to a maximum of two sides of A4).
Undertake a strategic audit of the organisation’s existing marketing strategy (up to a maximum of four sides of A4).
This information should be included in the appendix to the report
Task One
Utilising the findings from your strategic audit, produce a report that:
? critically analyses the organisation’s current marketing strategy and its strategic fit, taking into account the organisation’s vision and mission
? identifies the distinctive competences of the organisation and how they can be leveraged to achieve the organisation’s mission
? recommends how the current marketing strategy may need to be revised to meet the organisation’s long-term strategic intent and vision.
Report 2,500 words maximum, excluding relevant appendices
Task Two
With reference to your recommendations, develop a revised marketing strategy designed to meet the new challenges that the organisation faces to remain competitive and deliver value for money to its wider stakeholders.
The revised marketing strategy should include a critical discussion of the implications for the organisation’s resources, as well as the potential challenges that may be faced in developing and implementing this strategy.
Revised Marketing Strategy 4,000 words maximum
Task Three
Produce a committee briefing paper for the Board of Directors and senior stakeholders that:
? identifies the key drivers and pressures on the organisation to change, and how these drivers and pressures are addressed in the new revised organisational marketing strategy
? analyses the critical role of leadership in implementing this change in strategy and delivering the organisation’s long-term vision and mission.
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