Applying strategic marketing planning to a small or medium sized enterprise (SME)

Assignment Title:
Applying strategic marketing planning to a small or medium sized enterprise (SME)
Description of the assignment:
Select an SME of your choice from the commercial or charity sector. Using secondary research only complete a situational analysis of the market the SME is operating in providing an assessment of both the External (Marco) environment and the Internal (Micro) environment. Use your analysis to provide strategic marketing recommendations for the SME that maximise the identified opportunities and minimise the identified threats for the future following the Covid 19 outbreak. Use theoretical models to support your answer. You must provide evidence of independent research and strategic thinking.

The report should consist of the following content:
• Introduction – brief introduction to the SME and the market they operate in (5 marks)
• Situational Analysis
o External (macro) environment – brief explanation of what is meant by the External environment and explanation of model used to analyse it – clear analysis and discussion of the current factors in the external environment that are impacting on the market the SME operate in (20 marks)
o Internal (micro) environment – brief explanation of what is meant by the Internal environment and explanations of the models used to analyse it – clear analysis and discussion of the current situation of the internal environment in relation to the SME (25 marks)
• Strategic Marketing options – develop strategic marketing options for the SME based on your situational analysis – use a model to support your answer (15 marks)
• Recommendations – provide clear strategic recommendations for your SME to support its future operation (10 marks)
• Conclusion – brief conclusion to the report

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You must support your answer with appropriate references.

In addition, you need to provide a 200 word personal reflection on what you have learnt about yourself and Strategic Marketing Planning by undertaking this assignment (15 marks)

If working as a pair, both students need to contribute to all sections of the report equally and provide an individual reflection.

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