As Marketing Manager, you have been asked by the Senior Leadership Team (SLT) to propose an optimisation improvement plan to help the chosen organisation meet its corporate objectives. The proposed optimisation to drive an increase in ROI. This can either by increasing the volume of sales or profit. You are encouraged to look broadly at all areas of marketing that would benefit from optimisation improvement but need to make sure that the proposed improvement plan, and the objective you set for this, fit within the overall organisational strategy. Ie that they are Feasible, Suitable and Acceptable.
You will be required to complete a report for the SLT that addresses the following elements:
Digital Insights
Task 1. Organisation Overview (5 marks)
Provide a background to your chosen organisation, including:
· Organisation name
· Organisation information – to include type of organisation (NFP, B2B, B2C and legal entity), size of organisation, range of products and services, customer base and main competitors.
· Stakeholders – summary of key internal and external stakeholders, recommended to use Mendelow’s Matrix.
· Key customer segment – an overview of selected key customer segment. This should be comprehensive and detailed
Recommended you use the titles provided as subheadings for the organisation summary.
Organisation summary should be a maximum of 2 sides of A4 and must be the first thing presented in Task One. This will not be included in the word count.
Task 1b (20 marks 500 words)
Using the evaluation of findings from the audit of the digital macro and microenvironment of your chosen organisation, assess:
· chosen organisation’s (LOEWE)ability to deal with the impact and influence of opportunities and threats
· chosen organisation’s ability to innovate digitally
· chosen organisation’s ability to create competitive advantage
The audit frameworks should be in your appendix and you should use no more than 4 or 6 pages.