During this exercise, you will be responsible for formulating and implementing the long-term marketing strategy of your division. You will have to decide the overall direction of the company regarding:
•The product portfolio strategy – which products the company will develop and market;
•The segmentation and positioning strategy – which market segments will be targeted and how products will be positioned;
•The marketing mix strategy – the day-to-day operational marketing decisions such as pricing, production, communication and distribution.
In particular, you and your team members will have to:
•Work in a highly competitive market;
•Target selected consumer segments and position your products;
•Interface with the R&D department to design and develop new products;
•Prepare the launch of new products, improve, maintain or withdraw existing ones;
•Interface with the production department to specify production planning;
•Make marketing mix decisions (pricing, advertising, …) and Digital Marketing Decisions for each of your products;
•Decide on the size and priorities of your commercial team;
•Launch Marketing Initiatives at the company level to reinforce your performance
•Order market research studies to get up-to-date information for decision making.