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Mr

MARKETING STRATEGY

STRATEGIC MARKETING PLAN
FOR WEATHERPRUF PLC

BY ANDREW JUNIPER, REBECCA WOODWARD
& ANDREW DEIGHTON

Contents

1.0 Introduction / Goal Setting
1.1 Mission
1.2 Corporate Objectives

2.0 Situation Review
2.1 Marketing Audit
2.1.1 Market Overview and Sales Summary (current target)
2.1.2 Current Financial Position
2.1.3 PEST Analysis
2.1.4 Competition Analysis
2.2 SWOT Analysis
2.3 Assumptions

3.0 Strategy Formulation
3.1 Marketing Objectives
3.2 Strategy Options
3.3 Strategy Chosen
3.3.1 Core target markets / Marketing mixes
3.3.2 Basis for competing / Differential Advantage
3.3.3 Desired Product / branding position

4.0 Resource Allocation and Monitoring
4.1 Implementation Programme
4.2 Controls and Evaluation / Monitoring Performance
4.3 Financial Implications / Required Budgets
4.4 Operational considerations

5.0 Appendices
5.1 SWOT Analysis
5.2 Background Information
5.3 Research Findings

1.0 Introduction......


View the rest of this paper...

Approximate Word Count: 2146
Approximate Pages: 9 (250 words per double-spaced page)

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