Contents

• Executive summary
• Introduction
• Business definition & Scope – Corporate overview, Nature of markets, Products, Competitors, Customers, Scope of strategic marketing plan
• Macro environment analysis – Political & Legal factors, Economic factors, Socio-cultural factors, Technological factors, Macro environment analysis summary
• Industry Environment analysis – Market industry review, Industry review, Distribution channels, Customers, Summary industry analysis
• Threats, Opportunities, Weaknesses & Strength (TOWS) analysis
• Marketing related critical success factors
• Problems & Opportunities statement
• Marketing objectives – Mission statement, Finance & revenue objectives, Strategic gap
• Marketing mix strategy
• Budget
• Implementation
• Evaluation & Control
• List of references
• Appendices

Description

The purpose of this Strategic marketing plan is to assess both the internal organizational capabilities, as well as the external environmental factors that are likely to impact on St Johns Ambulance (Victoria) kit sales currently and in the future. SJAV’s marketing problem is to sell more kits in a very competitive marketplace and maintain profitability. They also want to differentiate their product, use the SJAA brand equity and launch the innovative product range with a sustainable competitive advantage. Their distribution network has been inefficient in the past and there is a need to fine-tune these distribution channels