Zorba - Strategic Marketing report
The brief:
This report asks you to respond to a marketing strategy opportunity faced by a client, ZORBA. Your report will stem from a market analysis and from a critical evaluation of the most effective way forward for the brand. The overall objective for Zorba is to increase houmous sales in the UK without cannibalising Zorba's retail own-brand market.
The tasks:
You are to undertake the following:
Critically evaluate the importance of strategic marketing for Zorba
Through secondary research analyze the company's market
This should include SWOT, competition analysis and customer behavior/trends i.e. a situation analysis.
Evaluating the research you have undertaken, develop a strategy (objectives & Strategy) to grow Zorba's sales. This should include segmentation and targeting and the new Zorba branded positioning which you propose
Propose a marketing mix that would support the new positioning for the identified market (tactics)
The framework we recommend using for (2.) is SOSTAC - the focus is on the first 4 letters
- Situation Analysis
- Objectives
- Strategy
- Tactics
- Action
- Control
Read the Essential marketing models and apply the models/frameworks
Summarize you Analysis by providing a SWOT & TOWS
Harvard referencing style.
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Attachment:- Strategic Marketing.rar