1.

Strategical Planning

Activities guidelines
Experimentation 1.1

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Marketing planning
Introducing the company and its strategic planning:
- Mission, Vision, Values – consumer oriented.
- Value proposition: consistency; competitive advantage: 5 reasons why;
product lines, brand strategy & positioning.

Advanced Marketing
Bilbao & Virtual Campus @Iñigo García-Valenzuela
 1. Strategical Planning

ACTIVITY 1.1 Experimentation - individual:

Purpose:
Be able to identify the main concepts about the Strategical Mktg. by observing a real
local product.

Before the class: individual work and preparation:

Individual reading and individual comprehension of the main Strategical Mktg.
concepts – see Fundamentals document reference in Alud platform.

Identify the main concepts in a real local company.

Please, take into consideration the following guidelines:
- Select one local favourite drink/product that you normally have and that it is
available at your house (please, avoid any extra expenses).
- Identify the company that is producing it and present the following information
based on the guidelines provided in ALUD. You may find the information on their
website or not. If not, please consider yourself as a consultant and provide your
own suggestions:
* Introduce the product and the company.
* Mission, Vision and values of the company.
* Identify one corporate target (written in a SMART way).
* Identify one corporate strategy implemented by the company or
recommended to be implemented.
* Explain how you would clasify this product considering the BCG
matrix.
* Explain if the company has any online value proposition. If not,
explain if it would be an opportunity in your opinion and which one.

Advanced Marketing
Bilbao & Virtual Campus @Iñigo García-Valenzuela
 1. Strategical Planning

ACTIVITY 1.1:

During the class – Individual presentation:

Each student will be prepared to introduce the product & company and share the
main concepts applied to this product and company.
Professor will as for feed back to other students.

The professor will facilitate the class.

Please, see task created in ALUD to follow the guidelines about where to write your
inputs about the activity (your answers to the different questions).

Advanced Marketing
Bilbao & Virtual Campus @Iñigo García-Valenzuela