UGB 335 Strategic Marketing
Project Assignment: The Raytheon Company
1. Situation Analysis
- Academic initiatives to be considered- strategic summary of PEST analysis, SWOT, Porter 5- Forces Model
2. Critical Company Analysis (Specifically on the “Defense Division)
- Examine the vision, mission of Raytheon using “the resource based view model” on its resources and capabilities as a tool for internal analysis
3. Competitive Analysis (Specifically on the “Defense Division” mainly
- Competitor profiles (mainly closely related players) or their strategic roles as market leaders, challengers, followers or niches;
- Their positioning strategy and marketing mix (if known)
4. Critical Customer Analysis (military/defense/security markets)
- Marketing application of S-T-P
- Strategies on market segmentation; market targeting (Differentiated/ Undifferentiated/ Concentrated Marketing/ Niche Marketing/ Micro-Marketing i.e I-to-I or Mass customization
- Market positioning strategy
- To use perceptual brand map to illustrate positions of players in the same strategic group
- Make sure the two dimensions used to construct the map are really important brand choice criteria
Part II: Challenges facing Raytheon in achieving strategic marketing success (60%) Approximately 2500 words
1. Considerations of Directional and Growth Strategies
Examples:
- BCG share growth matrix
- Ansoff Market Expansion Grid
- Porter’s Generic Strategy
2. Examination of some but not all of the module’s key topics (*select 2 to 3 of these to concentrate on)
Examples:
- Creating customer value
- Relationship marketing strategies
- Branding strategies
AOB
- Tables, chart and appendices
- Use secondary data to substantiate your argument
- Key marketing theories/ models for illustration