You are a Marketing Director of a multinational company. In order to achieve a 100% business growth compared to previous years, the management has requested you to devise an implementable strategic marketing plan to enable the company to address the competitive market place under various constrains, needs and environment as well as its day to day operations.
You are required to highlight the following in your plan:
a. The constantly changing process of the business environment in which the company operates and the marketing mix in order to succeed and reflect changes in such environment.
b. Devise ways to strengthen the competitive position of the company and discuss ways to satisfy customers and achieve performance targets according to its resources and abilities.
c. Formulate segmentation, targeting and positioning (STP) strategies of the company.
d. Decision-making about production and operations, finance, human resource management and other business issues in a complex situation.
The question belongs to Marketing and it is about Strategic Marketing Management for a multinational company. As the marketing director, you need to prepare a strategic marketing plan that will enable the company to make 100% business growth. The example company that has been chosen here is British Airways.c
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