MKT540 – Assignment 3

Introduction

Discuss the overall theory of strategy and introduce the concepts of strategic thrusts, the role of SBU’s within a business, portfolio tools and strategic development tools.

Then introduce the organization that you will be discussing.

Market Strategy

Introduce the SBU and its product offering. Here you should address the relative strength of the SBU applying the theory based on industry maturity and competitive positioning. SBU’s are product/service driven business units of an organisation.

For example where does the SBU sit within its industry – see table 9.3 & 9.4. &9.5

Select and discuss the product/market strategy based on:

Operational excellence
Product leadership
Customer intimacy

It could be a combination of these approaches – consider core and supporting strategies. Chapter 9.

Portfolio Analysis

Discussing the merits of using portfolio tools eg PLC, BCG – address where your SBU sits within this framework. I would suggest applying a BCG matrix. You can graphically present this but you also need to discuss why the SBU is a dog, star, cash cow or question mark. You must give a rationale around this. Chapter 10.

Strategic Development Tools

Here you will discuss the merits of using these tools as part of a strategic approach. You do not need to demonstrate how you would implement these tools but why would an organization needs to consider them in light of the SBU and how they contribute to strategic planning processes. Chapter 12

Summary

Here you validate your application above. Consider writing a few paragraphs noting why such approaches above are important to the strategic planning and implementation process. For example it contributes to measuring strategic performance, achieving strategic planning effectiveness etc. Chapter 11.

Reference List

Task

This assessment focuses on identifying a market strategy direction, examining approaches that help management determine the role that a business unit plays within the organization and what strategic tools are required to implement a sound marketing strategy.

Using the same organisation *Volkswagen* that you selected in assignment 1 & 2, you are to undertake the following:

Select a market strategy direction and establish why this approach is viable. Select a strategic business unit (SBU) within the organisation (Chapter 9).
Apply a portfolio analysis tool and identify where the SBU sits within this framework (Chapter 10).
Then select two strategic development tools and discuss the benefits of such tools (Chapter 11).
Provide a summary on how these findings above will influence marketing strategy for the organisation.

Rationale

This assignment is about understanding the required strategic marketing tools to develop marketing strategy for a known organisation. It can be any organisation large to SME’s, or Not-for-Profit. You should focus on a single SBU and its brand offering. You need to justify why your particular strategic direction and strategic development tools are appropriate and how they impact upon the overall marketing strategy of the organisation.

Learning outcomes:

be able to identify and evaluate various theoretical approaches that have contributed to competitive strategy formation;
be able to systematically identify, evaluate and control for strategy implementation.

Marking criteria

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Posted on May 23, 2016Author TutorCategories Question, Questions