Strategic marketing
Order Description
Most organisations offer more than one product or service..The advantage here is that the various products the product portfolio can be managed so that they are not all in the same phase in their life cycles (Hollensen, 2015 p257).
Having a balanced portfolio allows for the most efficient use of both cash and human resources (Hollensen, 2015 p257).
* Hollensen, S. (2015) Marketing Management: A relationship approach. 3rd ed. Harlow Pearson.
To demonstrate your learning and application with reference to academic literature, explore the concept of product portfolio management, using appropriate marketing models applied to products from two companies of your choice, in a country of your choice. You may choose two companies from this list, or two companies of your own choosing:
Apple Inc Kelloggs
Unilever Proctor & Gamble
Nestle Sony
Indicate how any company could apply the concepts around portfolio management, making generic recommendations.
You are required to produce an essay that demonstrates your understanding of key aspects of Strategic Marketing.
The essay should have:
a sound theoretical and conceptual perspective, containing evidence of critical debate within an appropriate academic literature.
an effective practical foundation, which makes generic management recommendations.
The work will be submitted in essay format and should be 3000 words, +/- 10%.
Knowledge and Understanding
a) Justify, using robust practical and theoretical evidence, the application of marketing across a variety of orgainisational contexts
b) Critically select and apply relevant marketing theories, conceptual models and frameworks in the development of marketing strategies within a dynamic business environment to produce superior marketplace performance
c) Demonstrate knowledge applied to evaluate marketing practice in relation to the cross-functional aspects of business & management with the goal of enhancing long-term shareholder value
Subject Specific skills
d) Synthesise complex organisational based information, together with dynamic external data into effective marketing lead strategies
e) Demonstrate an ability to work effectively in a leadership role in order to carry out marketing tasks linking theory to practice
Key Skills
f) Make discriminating use of a range of learning resources in order to solve organisational marketing related problems
g) Communicate the solutions arrived at, and the thinking underlying them, in verbal and written form.
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