Elements and Performance Criteria
- Collect and analyse information on the internal business environment.
- Identify and confirm core activities, customer base, business values and current business direction.
- Identify and analyse information on current and past marketing and its effectiveness.
- Review performance information from all areas of the business to identify strengths, weaknesses and critical success factors.
- Identify and record current capabilities and resources, including the need for specialist assistance.
- Identify any under-performing products and services and analyse and report on reasons for under-performance.
- Record and report information according to organisation requirements.
- Collect and analyse information on the external business environment.
- Identify and analyse information on expected market growth or decline with associated risk factors.
- Record and analyse projected changes in the labour force, population and economic activity.
- Gather and analyse comparative market information.
- Identify and analyse industry and customer trends and developments, including emerging issues and technology.
- Identify and analyse legal, ethical and environmental constraints of the market and potential business impacts.
- Record and report information according to organisation requirements.
- Develop marketing strategies.
- Identify and analyse specific opportunities based on internal and external market analysis.
- Develop marketing strategies that are consistent with direction, values and business plans of the organisation.
- Ensure marketing strategies meet legal and ethical constraints.
- Develop strategies in consultation with key stakeholders.
- Prepare marketing plan.
- Implement and monitor marketing activities.
- Implement and monitor activities detailed in the plan in a cost-efficient manner and according to schedule and contingencies.
- Produce marketing reports according to organisation policy.
- Share information on marketing activities with operational staff to maintain awareness of current organisation focus.
- Conduct ongoing evaluation.