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 in accordance with enterprise 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 the legal, ethical and environmental constraints of the market and potential business impacts.
- Record and report information in accordance with enterprise requirements.
- Prepare marketing strategies or plans
- Identify and analyse opportunities based on internal and external market analysis.
- Develop strategies that are consistent with the direction, values and business plans of the enterprise.
- Develop strategies in consultation with key stakeholders.
- Prepare marketing strategies to meet legal and ethical requirements.
- Provide timely opportunities for colleagues to contribute to the marketing plan.
- Submit marketing plan for approval where appropriate in accordance with enterprise policy.
- Implement and monitor marketing activities
- Define and communicate clearly all priorities, responsibilities, timelines and budgets, involving all appropriate colleagues.
- Implement and monitor actions detailed in the plan in a cost-efficient manner and according to schedule and contingencies.
- Produce reports in accordance with enterprise policy.
- Share information on marketing activities with operational staff to maintain awareness of current enterprise focus.
- Conduct ongoing evaluation