MM316 Assignment 1 – Strategic Marketing Plan (Part I)

Assignment Question:

The ‘Strategic Marketing Plan (Part I)’ as assignment one provides you with a hands-on experience in understanding the concepts related to the strategic marketing management and specifically in applying this plan to UNE Life. Additionally, this marketing plan will also enhance your understanding of the opportunity analysis through critical aspects such as forecasting the market knowledge, segmentation, targeting, differentiation and positioning. Please access the UNE Life’s website to retrieve more information about the business offeringswww.unelife.com.au

1. Identify the relevance of the mission, SMART objectives and hierarchy of strategies for UNE Life.
2. Identify the industries in which your UNE Life will compete by assessing the Porter’s five competitive forces and highlight the appropriate conditions for the strategic fit of prospector/analyser/defender/reactor strategies.
3. Discuss the market and industry attractiveness through macro and micro level analyses in order to address the strategic challenges of the UNE Life’s business.
4. Briefly discuss the relevance of the marketing research for the strategic decision-making of the UNE Life’s business and identify the influence of product, pricing, distribution and promotion policies on marketing decisions.
5. Describe the significance of the overall segmentation, targeting, differentiation and positioning strategies for the SportUNE.

Obviously some theories and concepts in Chapters 1- 7 will be more relevant to the Strategic Marketing Plan (Part I). You must choose which ones are more relevant and explain why they are more relevant. You must apply the concepts and theories you have learned from your reading of the text to the Strategic Marketing Plan (Part I) analysis and not just list or describe them. Please try to keep your assignment within the total word limit.

You must use correct referencing of the textbook and other resources used in your assignment to pass the assignment. Use of more references may attract higher marks. Marks will be deducted for incorrect referencing and poor presentation (ie., spelling and grammar). If there is no referencing in your assignment it will be deemed to be plagiarism and the plagiarism policy will be enforced. You will receive a higher mark for applying a critical analysis to your discussion.

Please refer to the marking template below for the way in which the marks will be distributed. Also refer to the grading system outlined in this unit guide for how grades are given for the assignment.