1. Strategic Marketing (2200)
Guideline for preparation of
Strategic Marketing Plan
December 2017
Increase Customer Lifetime Value

2. Organization Summary
Provide a brief summary of the organization using the following guideline.
Organization name
Type of organization
Size of organization -(Turnover and or number of employees
Range of products/services provided
Customer base e.g. B2B/B2C
Main competitors

3. Strategic Audit
Task 1 b) a) Using relevant models and frameworks: Analyze the internal and external environments with a view to understanding the organization’s current performance in delivering customer lifetime value. (11 Marks). The audit requires one to critically evaluate how your organization currently serves customers including product/service portfolio, channels to market, competitive aspect .

4. Strategic Audit Internal Analysis Application External Analysis
Resource Based View
Analysis of resources
PESTEL Analysis
Analysis of external environment
VRIO
Analysis of capabilities
Porters Five Forces
Analysis of the competitive environment
MCkinseys 7S’s
Competitor Analysis
Analysis of competitor
BCG Matrix
Analysis of product/services
Customer Analysis
Analysis of customer portfolio
Mendelows Matrix
Stakeholder Analysis

5. Strategic Audit
Task 1 b) b)Summarize the audit findings in a SWOT/TOWS analysis relating to how the organization is positioned, from the perspective of improving customer lifetime value. (4 Marks) The internal analysis may contain analysis of resources, branding, culture particularly towards customers (Customer relationship Management) and other relevant assets. The candidate should also consider an appraisal of the organization’s ability to prioritize external and internal marketing intelligence.

6. Strategic Audit
The SWOT/TOWS Analysis should include a conclusion, justification, as to how the organization’s long term survival is affected by its current management of customers for customers for extended lifetime value.

7. Strategic Audit
Strengths
Weaknesses
Opportunities
Threats

8. Objectives
Task 1c)
Appraise the organization Vision/Mission and its overall marketing objectives.
The candidate should show a clear understanding of the role of vision and Mission in supporting improved customer lifetime value, and recommend changes if needed.

9. Objectives
Task 1c) b) Appraise the organization Vision/Mission and its overall marketing objectives. The candidate should show a clear understanding of the role of vision and Mission in supporting improved customer lifetime value, and recommend changes if needed.

10. Objectives
Task 1c) a) Appraise the organization Vision/Mission and its overall marketing objectives. b) Recommend new objectives related to strengthening the organization’s competitive positioning through improved customer lifetime value. (4 Marks) The candidate should show a clear understanding of the role of vision and Mission in supporting improved customer lifetime value, and recommend changes if needed.

11. Objectives Current Objectives Critical review Proposed Objective
Articulate the current objective
Use a citation to define the objective
Rewrite your proposed objective
Vision
Mission
Corporate Objectives
Marketing Objectives
Review current marketing objectives based on your findings from the audit. If not fit for purpose then propose new marketing objectives aligned to your findings from the audit on the backdrop of improved CLV

12. Strategic Options
Use appropriate models and frameworks to evaluate the strategic options for enhancing customer value to help improve the organization’s competitive position in its chosen markets (6 Marks)
These may include but are not limited to the strategies to develop the products/services, customer focused culture and CRM.
Strategic options should be justified in relation to how they might support improved customer lifetime value

13. Strategic Options Strategy Application Justification
Define strategy using a citation.
Growth Strategies
Corporate Strategies-e.g. Market Development, Product development, Market penetration, Diversification
Articulate the relevant growth strategies and how the strategy/ies will be applied in your organization for competitive advantage
How might the strategy support improved customer lifetime value
Competitive strategies
Differentiation, Cost Advantage, Focus.
Articulate the relevant competitive strategies and how they will be applied for competitive advantage
Functional Strategies
Innovation, Corporate Branding, IMC , CRM, Market Orientation
Reputation ,
Articulate the functional strategies and how they will be applied

14. STP (Segmentation, Targeting & Positioning
Strategy
Application
Justification
Define segmentation using a citation.
Articulate how your organization will segment
How might the strategy support improved customer lifetime value
Define Targeting using a relevant citation
Articulate how your organization will target
Define Positioning using a relevant citation
Articulate how your organization will position

15. Tactics
e) Propose tactical tools that should be used to effectively implement the marketing plan (6 Marks). This section should cover at least the marketing mix elements, as well as any other tactical tools and framework for implementing the marketing plan. (6 Marks)

16. Tactics Element Application Impact Product
Articulate how the product will be applied
Impact on your objectives
Price
Articulate the pricing strategy you will adopt and justify why the particular strategy
Place
Articulate how you will distribute your products/services
Promotion
Articulate how you will promote (offline and online)
Physical evidence
Articulate how you will brand your premises and other materials
process
Articulate the processes you will apply in achieving CLV
People
Articulate the caliber of people you will hire with CLV in mind.

17. Controls and Measurements
f) Discussion and recommendation of:
Proposed tools for implementation of the marketing plan
Proposed measurement tools for determining the success of the marketing plan, including financial, resources and time based measures. (4 Marks)
This should include an analysis of the critical success factors that are key to controlling the implementation of the marketing plan. Measures should include resources, financial and time based measures.

18. Controls
Under this section detail the various measures that can be applied to gauge performance.
The Balanced Score Card might be a useful measure.

19. Critical Success Factors
Articulate the factors that are critical for the organization to achieve its Mission. E.g.
Customer Satisfaction
Employee Turnover
Product Quality
Market share

20. Contingency
Articulate the potential challenges during the implementation of the plan.

21. Schedule of activities
Use a Gantt Chart to articulate the activities to be undertaken by whom and the timelines.