Assignment

You have been accepted onto a Future Leaders Development Programme (FLDP) within a large organisation. It is a yearlong programme and involves developing and presenting specific projects to other programme delegates; all the projects are viewed by the CEO. The delegates come from across the organisation and you are the sole representative from the Marketing Department.

This is an excellent opportunity for ambitious staff to make an impression on senior managers and leaders. In the past graduates from the programme have been promoted within the company. The introductory session of the programme is personally led and overseen by the CEO.

The company is currently successful but is going through a period of intense change. There are new competitors entering the market, whilst new technologies are changing both production capabilities and consumer preferences.

All the work from the FLDP should be retained in a personal file which will be reviewed at the end of the programme.

Task 1 – Understand the principles of strategic marketing.

Your first task of the programme is to prepare a presentation, with accompanying notes. The presentation will be viewed by the CEO, other senior managers and programme delegates. The content of the presentation and notes should:

analyse the relationship between corporate strategy and marketing strategy.

analyse the development of marketing strategies.

The presentation and notes should also:

explain, using examples, how different marketing strategies contribute to competitive advantage.