OPEN UNIVERSITY of MAURITIUS

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 MODE OF SUBMISSION - Submit on Blackboard ONLY – (by or before due date)

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Module Name: Marketing Management

Lecturer’s Name: Dr. Jayraj Roodurmun

Date of Submission: 06th April 2024

Submission Mode: BLACKBOARD (MANDATORY)

Total Marks: 30

Word limit: 2,500 (+/- 10%)

Assignments question:

“…In today's business world marketing is everywhere and it's considered to be a vital tool for success
(Kotler and Keller 2009, 43). Companies and especially their managers must “assess needs, measure their
extent and intensity and determine whether a profitable opportunity exists” (Kotler, Wong, Saunders and
Armstrong 2005, 6).

Strategic marketing planning helps the companies to determine what they need to do to reach their
business objectives and gain financial success in order to keep their operations running successfully.
Essentially, strategic marketing planning makes it easier to manage the companies on a daily basis, since
short- and long-term plans are made clear to everyone involved..…”

You are required to prepare a strategic marketing plan for any organisation of your choice, be it local or
international, paying particular attention to creating and sustaining a competitive advantage over rival
firms.

Your report should, as far as possible, include Marketing concepts but not limited to, introduced to you
during formal lectures and your course manual.

Additional Notes

The strategic marketing plan for a business is much like a coach’s playbook in football. It describes
what must be done for the company to win in the competitive marketplace in the upcoming year. The
plan shows what the company does particularly well that will allow it to beat out the competition. And
it highlights soft spots in each competitor’s “defense” that the company should be able to exploit
through its marketing campaign.

Components of a Strategic Marketing Plan

• Analysis of Current Situation

• Opportunity Assessment

• Target Markets

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• Goals

• Strategies

• Implementation Time Line

• Marketing Budget