MAKE PRESENTATION IN POWERPOINT

SCENARIO

Effective planning is essential for any marketing activity to ensure that an organisation realizes its marketing objectives. Without planning, marketing activity can be inappropriate and waste resources and opportunities.

You have been appointed as a Marketing Strategy Specialist, a new position in Nike. The company is planning to launch a new product in the UAE and is expecting some inputs from you on the new marketing planning perspectives, barriers that might be encountered in the process and finally to produce a marketing plan for the product. In addition you are also required to shed some light on the ethical concerns related to marketing.

As part of your research, analysis, and evaluation you will need to undertake the following tasks:

TASK 1 (LO1, LO2, LO3) – Presentation (either in a group or individually) –

Your first task is to write a report that will look at the evolution of marketing planning in organisations, examine internal and external auditing techniques and will finally culminate in the evaluation of the organisational capabilities of Nike.

You are required to complete the following:-

Review changing perspectives in marketing planning (1.1)

Examine techniques you could use for the organisational auditing and for analysing external factors that affect marketing planning (1.3)

Guidelines: This point should be covered in general terms. You need to examine approaches to analysing external factors that influence marketing planning using analytical tools e.g. PESTLE/ STEEPLE and the implications of different external factors for marketing planning; Porter’s five forces analysis; identifying the organisation’s competitive position and relating this to the principal opportunities and threats; market, product and brand lifecycles. In the same way you also need to examine techniques that can be used for the organisational auditing (internal factors, e.g. SWOT).

Evaluate Nike’s capability for planning its future marketing activity by focusing on balancing strategic intent with its strategic reality (1.2)

Guidelines: evaluate the organisational capability by: analysing and evaluating its managerial, financial, operational, human resource and intangible (brand) capabilities; highlighting aspects of competitive advantage and finally suggesting approaches to leveraging capability.

Explain why marketing planning is essential for Nike in the strategic planning process (3.2)

Guidelines: here you must explain the relationship between corporate objectives, business objectives and marketing objectives at operational level.

Write a complete marketing plan (3.1) including CLEAR justification of your recommendations for pricing policy, distribution and communication mix(3.4) (to be covered in ‘the marketing strategy’ section of the plan)

Examine techniques for the new chosen product development (3.3)(to be covered in the ‘marketing strategy-product’ section of the marketing plan)

Within the plan carry out the organisational auditing and analysis of external factors (UAE) that affect marketing planning (1.4) – (to be covered in the ‘current market situation’ section of the plan).

Explain how factors affecting the effective implementation of the marketing plan have been taken into account (3.5)

Guidelines: All main sections of the marketing plan must be covered!

EXECUTIVE SUMMARY

CURRENT MARKET SITUATION - an evaluation of the business, its brands and products. This should include an assessment of the brand's position and the state of the market, as well as the target markets. The organisational auditing, SWOT, PESTLE and Porter’s competitive analysis are used here to assess where the business or brand is currently and what competitors are doing.

OBJECTIVES what the plan needs to achieve in the suggested market and ISSUES that might affect effective implementation of the plan.

THE MARKETING STRATEGY: target markets, complete marketing mix- 4Ps and marketing expenditure) and how the objectives will be achieved. At this point you should also cover product benefits and features.

- Product: development; evaluation of product and market match; use of Ansoff’s matrix; implications for screening ideas against company capabilities and the market; product testing; test marketing

- Pricing strategy

- Distribution strategy

- Marketing Communications (Promotions) strategy including the use of contemporary techniques

- Marketing organisation (the structure of the marketing organisation/department in the company)

- Action plan (possibly in the Gaant chart format)

BUDGET - how much the marketing activities will cost and how the plan will be financed

CONTROLS - evaluation how outcomes will be monitored and measured.

Assess the main barriers to marketing planning in Nike(2.1) and examine how the company could overcome these barriers (2.2)

Guidelines: here you should take into consideration some of the following: objective/strategy/tactics confusion; isolation of marketing function; the organisational barriers (the organisational culture, change management, ethical issues, behavioural, cognitive, systems and procedures, resources); competitor strategy and activity; customer expectation, etc. Once the main barriers are determined you must explore how these could be overcome.