Strategic Marketing Report for the Association of Scottish Self Caterers (ASSC)

You have been asked to produce a Strategic Marketing Report for the Association of Scottish Self Caterers (ASSC). You have been asked to explore and critically analyse how the changing dynamics of the wider environment might challenge and influence the future direction of the organisation. Your assessment must also include an internal analysis of the strategic capabilities of the ASSC.
(Full Details of the assignment and information regarding the ASSC will be attached to the extra documents provided).
Your Strategic Marketing Report should include the following elements:
Strategic Marketing Plan – Required Elements
a) Report Title Page
Your cover page should include the following key components:
- Module Code
- Student ID Number
- Report Title
- Report Word Count
b) Table of Contents
c) Executive Summary
This section should provide an overall summary and overview of your entire report. This would include the key academic theories and insights which have informed your work and your top-level conclusions and recommendations.
WORD COUNT BEGINS FROM HERE:
d) Introduction
The introduction provides background information for your reader. It should include company background and some context for the problems or challenges your report is focusing on. (5% of word count)
e) Situational Analysis (Marketing Audit)
Produce an overview of the macro and micro environmental factors the company currently faces, whilst exploring the internal capabilities. This section should include a SWOT analysis and ensure you analyse each of the following in your work:
• Market analysis
• Competitor analysis
• Customer analysis
• Organisation analysis
• Product analysis
(25% of word count)
f) Marketing Objectives (Goal Setting)
Based on your Situational Analysis, identify relevant marketing objectives for your organisation, using relevant theories and frameworks to justify this approach. (10% of word count)
g) Strategy (Marketing Planning Frameworks)
Using marketing strategies explored on the module, consider what overall strategic recommendations the organisation should employ over the next three years to achieve the desired marketing objectives and to develop competitive advantage. Consider how this strategy supports your organisation’s strategic capabilities, whilst how it links to its overall mission, vision, and core values. (35% of word count).
h) Tactics (Marketing Communications / The Marketing Mix)
Using marketing theories and the information presented within your Situational Analysis and Strategy components, identify suitable marketing communications strategies which will help you to achieve competitive advantage and enable you to achieve your desired changes. 20% of word count
i) Conclusions & Recommendations (5% of word count)
j) References
All material (academic and other) that you cite should be properly referenced using Harvard referencing. PLEASE MAKE SURE ALL STATEMENTS ARE BACKED UP WITH REFERENCES AND SOURCES. (The reference page at the end of the essay is not included in the word count).
k) Appendices
You may present up to TEN sides of appendices, detailing any information and market research you feel relevant to your report. These are NOT included in the overall word count. The use of tables and other information could be important for getting a good mark.
IT IS ESSENTIAL THAT I GET A GRADE OF 70% IN THIS PROJECT. I WILL ATTACH THE MARKING CRITERIA FOR YOU TO LOOK AT. PLEASE TRY AND REACH EVERY CRITERIA TO GET 70%+. THANK YOU.