LILONGWE UNIVERSITY OF AGRICULTURE AND NATURAL RESOURCES
DEPARTMENT OF AGRIBUSINESS MANAGEMENT- BUNDA CAMPUS
TO
: Dr. S. Gondwe
FROM
: Group 2
MEMBERS
: NAME
Agatha Macheka
Amos Chatsika
Frank Ndhlovu
Lonjezo Injesi
Lonjezo K. Mwakikunga
Lot Moyo
Pilirani Mbewe
COURSE
: Marketing Management
COURSE CODE
: ABM75103
ASSIGNMENT TITLE
: Marketing Strategy
REGISTRATION NUMBER
250101934
250101894
250101941
250101891
240100034
250101941
250101893
1.0
INTRODUCTION
The success of a business entity lies on the set of plans for the future. It should also have
clear vision, mission and objective to sustain. The marketing strategy is an essential tool for
any business that shows the scope and direction for the future. This document provides an
insight on marketing strategy a cooperative that is intending to produce chicken eggs for
human consumption. It also elaborates and expands various problems in respect to
implementation of the strategy and suggests possible solutions
to the identified misfits.
A strategy is a scope and direction of a vision over a long time period of an organization. It is
a plan that consists of various stages which includes strategic intent, strategic analysis,
strategic implementation and strategic evaluation. The stages are flexible with a back and
forth behave should the presiding stage is not fully satisfied. It is for the cooperative
management to make use of the strategic plan process. These levels are corporate level,
business unit level and operational level. In the corporate level strategies are formulated and
business unit level consists of different units that make decision for the organization. It has
the marketing department, production, human resource and distribution. It is the marketing
department that formulates the market strategy.
2.0
INSTITUTIONAL FRAMEWORK
2.1
Vision Statement
2.2
Mission Statement
2.3
Marketing Strategic Goal
2.4
Aims and Objectives
2.5
Values
3.0
MARKETING MIX
3.1
Price
3.2
Product
3.3
Promotion
3.4
Place
4.0
SWOT ANALYSIS
5.0
RECOMMENDATIONS
6.0
CONCLUSION
REFERENCE