These should be rated on a scale for example from one

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These should be rated on a scale, for example, from one to five, to demonstrate how important it is. You can then give your organisation a rating out of ten for each element. This can be compared to the ratings given for success and to competitors.
P a g e | 17 Activity 1B
P a g e | 18 1.3 Develop strategies which increase resources or organisational expertise where gaps exist between current capability and marketing objectives By the end of this chapter, the learner should be able to: Identify where improvements to organisational capabilities can be made Determine needs within different resource areas Recognise and record any additional need for expertise outside of the organisation. Addressing gaps In section 1.2 of this unit, we addressed the organisation’s capabilities and resources. You should now focus on identifying any gaps where you think improvements could be made to the organisation’s capabilities that would allow it to reach its marketing objectives. Resources may include: Budget allocations Human resources, e.g. staff roles, the level and number of staff The product/service The work environment, e.g. building Partnerships with other organisations. A strategy to increase the budget may be to appeal to investors through a persuasive presentation that refers to forecasts to show how the company can grow as a result of more investment. You may identify a skills or knowledge gap in your workforce. If this occurs, then you may need the help of experts in a certain field. Organisational expertise may include: Marketing experts Sales experts I.T. developers Product experts.
P a g e | 19 Activity 1C
P a g e | 20 1.4 Develop feasible marketing strategies and communicate reasons that justifies their selection By the end of this chapter, the learner should be able to: Produce a marketing strategy that details how to achieve marketing objectives Include information on end goals or long-term objectives Clearly explain their decisions and reasons for the marketing strategy. Develop marketing strategies Your marketing strategy helps to achieve your end goals or long-term objectives. It proposes how you can achieve these. For example, if one of your organisation’s objectives is to introduce a new product in six months’ time your strategy will plan how this can be achieved. This diagram breaks down the process: Justify their selection It is important to select the best strategies to achieve your objectives. You will have to consider time and budget restrictions, your competitors and your potential customers as part of this. For example, if your strategy is to establish a new brand of soup and you have chosen to develop an advertising campaign you need to justify this. You may think that an advertising campaign will create awareness for your brand.

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