Financial Analysis
UNIT 7: STRATEGIC MARKETING MANAGEMENT
EDEXCEL (BTEC LEVEL 7) EXTENDED STRATEGIC DIPLOMA IN MANAGEMENT AND LEADERSHIP
NAME:
STUDENT ID:
Table of Contents
STRATEGIC MARKETING 3
TESCO 3
Task 1: Understanding the principles of strategic marketing managment
1.1 ROLE OF STRATEGIC MARKETING IN TESCO 4
1.2 STRATEGIC MARKETING PROCESS 5
1.3 Links between Corporate Strategy and Strategic Marketing within the context of Tesco 6
Task 2: Understand the tools used to develop a strategic marketing strategy
2.1 APPROPRIATE MODELS USED TO EVALUATE STRATEGIC MARKETING IN MARKETING
PLANNING 7
2.2 Links between strategic positioning and marketing tactics 8
2.3 Analysis of the merits of relationship marketing in a given strategic marketing strategy 9
Task 3: Be able to use strategic marketing techniques
3.1 Appropriate marketing techniques to ascertain growth opportunities in a market 10
3.3 APPROPRIATE STRATEGIC OBJECTIVES FOR A MARKET 11
Task 4: Be able to respond to changes in the marketing environment
4.1 The impact of change in the external environment 14
4.2 Internal Analysis to Identify Current Strengths and Weaknesses in a Marketing Strategy in
Tesco 14
4.3 Strategic Marketing Responses to Key Emerging Themes 15
Reference 17
STRATEGIC MARKETING
Oxford Dictionary defines marketing as “the action or business of promoting and selling products or services, including market research and advertising.” In modern world, marketing is shortening the sales cycle. Strategic marketing is doing this strategically. Many companies don’t understand the resources involved to put together to make a successful and strategic campaign for marketing. Strategic marketing calls for more structured approach where we define the requirement to develop a strategy to cope with competitors, identify market opportunities, develop and commercialise new products and services, allocate resources
EDEXCEL (BTEC LEVEL 7) EXTENDED STRATEGIC DIPLOMA IN MANAGEMENT AND LEADERSHIP
NAME:
STUDENT ID:
Table of Contents
STRATEGIC MARKETING 3
TESCO 3
Task 1: Understanding the principles of strategic marketing managment
1.1 ROLE OF STRATEGIC MARKETING IN TESCO 4
1.2 STRATEGIC MARKETING PROCESS 5
1.3 Links between Corporate Strategy and Strategic Marketing within the context of Tesco 6
Task 2: Understand the tools used to develop a strategic marketing strategy
2.1 APPROPRIATE MODELS USED TO EVALUATE STRATEGIC MARKETING IN MARKETING
PLANNING 7
2.2 Links between strategic positioning and marketing tactics 8
2.3 Analysis of the merits of relationship marketing in a given strategic marketing strategy 9
Task 3: Be able to use strategic marketing techniques
3.1 Appropriate marketing techniques to ascertain growth opportunities in a market 10
3.3 APPROPRIATE STRATEGIC OBJECTIVES FOR A MARKET 11
Task 4: Be able to respond to changes in the marketing environment
4.1 The impact of change in the external environment 14
4.2 Internal Analysis to Identify Current Strengths and Weaknesses in a Marketing Strategy in
Tesco 14
4.3 Strategic Marketing Responses to Key Emerging Themes 15
Reference 17
STRATEGIC MARKETING
Oxford Dictionary defines marketing as “the action or business of promoting and selling products or services, including market research and advertising.” In modern world, marketing is shortening the sales cycle. Strategic marketing is doing this strategically. Many companies don’t understand the resources involved to put together to make a successful and strategic campaign for marketing. Strategic marketing calls for more structured approach where we define the requirement to develop a strategy to cope with competitors, identify market opportunities, develop and commercialise new products and services, allocate resources
Links: * (2002) Frank Bradley Michael Smurfit Graduate School of Business University College Dublin * Strategic Marketing In the Customer Driven Organization * Ritz (2005) Store wars, Business Review, Vol. 11, April, pp.22-23 * Kanagal N * Shaw & Robert (1991), Computer Aided Marketing & Selling, Butterworth Heinemann ISBN 978-0-7506-1707-9 * Ries and Trout (1972), Marketing Segmentation and Positioning * Grønroos. C (2003), Taking customer focus back into the boardroom: can relationship marketing do it?, Marketing Theory, 3/1, 171-173 * Annual Report and Financial Statement 2012, Tesco PLC