Organisational overview1. Develop an organisational overview that:a. outlines the strategic direction and organisational objectivesb. outlines the current size, capabilities and resources of the organisation, including any notable strengths and weaknessesc. identifies any gaps between the objectives and the current capabilities and resources.Opportunities1. Identify two marketing opportunities that meet the objectives, and evaluate the risks and benefits of each opportunity.2. Recommend the opportunity that best addresses organisational objectives and:a. develop a marketing mix strategy that fits within the capabilities and resources of the organisationb. describe how your strategies align with the strategic direction of the organisation, and give justifications for your selectionc. detail a marketing performance review strategy using an appropriate tool (competitive analysis, life cycle model, value chain analysis, etc.) to review the performance of the organisation against marketing objectivesd. include the metrics to be used in measuring marketing performance.Tactics1. Detail the tactics necessary to implement the strategy you have outlined, including:a. scheduling of activities to enact the strategyb. costingc. accountabilities and responsibilitiesd. a plan for coordinating and monitoring scheduled activities, including KPIs.2. Outline any legal and ethical requirements that impact on the selected tactics.3. Describe how the tactics fit within identified organisational resources and capabilities.
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