STRATEGIC MARKETING (ASSIGNMENT 2 – STRATEGIC MARKETING PLAN)

Introduction

–               Company Profile (https://www.beyondmeat.com/)

The product or business idea (Company)

–               Mission

–               SMART (Specific, Measurable, Achievable, Realistic and Timescaled)

–               Value Proposition

–               Positioning Statement

Market analysis (Company)

–               Identify the overall market

–               Identify the target market (demographic, geographic, behavioural variables)

–               Identify the size and growth rate (overall market and target market)

–               Identify the unmet needs of the target market

–               Macro Trend analysis (any of the 6 macro trend categories)

1. Population / Demographics (population groups, life spans, family composition, disposable)

2. Sociocultural (lifestyles, values, religion, leisure, culture, education, public-health)

3. Economic (capital, business processes, productivity, work patterns, management)

4. Political / Legal (world events, politics, laws, public & economic policy, regulation)

5. Technological (innovations, scientific discoveries, economics of scales, production & project management tools)

6. Ecological / Natural (raw resources, ecosystems, transportation channels, habitat)

–               Wants and needs and benefits your product serves

–               SWOT Analysis

ASSIGNMENT OUTLINES

The product or business idea – identifies the mission and clearly emphasises appropriate points of SMART (Specific, Measurable, Achievable, Realistic and Time scaled) objectives, viable value proposition or positioning statement provided – should be clearly outlined, articulate and demonstrating thorough understanding

Market analysis –well researched identification of the target market, identify the size and potential of the market, identify the unmet needs of the target market, macro trend categories, wants and needs the product serves – should be well defined, analysed and explained

SMART Objective Example