Marketing report: 3000 words (75% of total marks awarded) Regardless of the organisation on which the assignment will be based, it will be experiencing many challenges by operating in a crowded and competitive marketplace. Such challenges include: globalisation and a changing business environment; increasing brand awareness and competitiveness; the continual rise and demands of digitalisation; managing reputation; information management; rising expectations of customers; disruptive innovation etc. No organisation is immune from these challenges, but seemingly, those organisations which successfully survive are resilient and have effective and efficient marketing systems, processes and innovative marketing strategies in place for achieving sustainable competitive advantage. The Task: According to Hult and Ketchen (2017), ‘disruptive marketing strategy is a process by which valuable marketing activities take root initially in applications within a department or function in an organization and then relentlessly move across a company’s internal departments/ functions, eventually connecting with external companies to ensure that market-based value creation is delivered to the company’s primary stakeholders’. As a project team you have been tasked by your organisation to provide innovative marketing solutions for disrupting the industry in which the organisation currently operates. Following on from the project team’s presentation in which you were a key member, now in your role as a Marketing Manager you have been asked by the Senior Management Team (SMT) to compile a report focusing on the tasks below: a) To critically appraise how the organisation can continue to create and deliver market-based value to the company’s primary stakeholders through innovative marketing strategies b) To evaluate how such marketing strategies can be communicated across a variety of appropriate channels through targeting the organisation’s primary stakeholders c) To evaluate how the marketing activities you put forward might contribute to enhancing the overall customer journey whilst at the same time disrupting the existing industry d) Consider the impact your decisions could have on current employees and evaluate how any concerns will be addressed. You should also assess any specific additional resources/capabilities which might be required.
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