Marketing Strategy and Plan Development

This assignment focuses on developing a comprehensive marketing strategy and plan for an unspecified company. The document outlines five key performance objectives for the company, including growth in earnings per share (EPS), average return on equity (AROE), stock price, dividends, and credit rating. It analyzes constraints on the company's strategic options, emphasizing its independence and adherence to legal and ethical standards. The assignment requires students to demonstrate their understanding of marketing strategy principles and apply them to a real-world business scenario.

Running head: MARKETING STRATEGY AND PLAN
Marketing Strategy and Plan
Name of the Student
Name of the University
Author Note

1MARKETING STRATEGY AND PLAN
The management team has been setting the five performance objectives which are to be followed
by the Company. The performance track recorded by the Company is as follows;
 The growth in the earnings per share will be as follows:
Starting from 8th Year, $4.00, in 9th Year, $5.25 and in 10th Year, $6.50 followed by the
11th Year, $7.50 in 12th Year, $8.50.
 The Average ROE can be explained as the net income which is divided by the average
equity shareholders balance left during both the starting and the end of the year (Barney,
2014).
Growth in the Average return on equity investment (AROE) of the Company: Starting
from 8th Year, 30% in 9th Year, and by an additional 2.5% annually and in 10th Year
throughout till 15th Year (thus reaching to 45% in the 15th Year).
 There is a expectation for profit due to the increase in stock price which is $30 per
share from the 8th Year till the 13th.There is gain through the increase in stock price
which crosses the annual EPS target. The company achieves the targeted rates of return
on shareholders’ equity (ROE), thereby giving rewards to the shareholders and thus there
is growth in dividends. The Company with time wisely uses the financial capabilities to
repurchase shares of stock (Elenkov, 2014).
 The increase in stock price of the Company is the result of the growth in revenue which
indicates that there has been increase in earnings per share resulting in increase in
average ROE credit rating, the rate of growth in the annual dividend paid to
shareholders, and management’s capacity which will help the Company to
constantly deliver good performance.

2MARKETING STRATEGY AND PLAN
 A good credit rating is usually marked as B+ or even higher which is to be
maintained in the 6th Year till the 10th Year. In the Years starting from 11 till 15th
minimum of at least A- is marked. It is seen that the company credit rating was B at the
end of the 5th Year (Grant, 2016).
In the Company the image rating can be defined as the function of:
1. On the company’s P/Q ratings which is the result for the action cameras and the UAV
drones,
2. The company’s global market in the shares for both the action cameras and UAV drones
as to be maintained by the company as image rating which is 70 in the 8th and 9th
Year.75 in the 10th till 12th Year, and 75 in the 13th to 15th Year. The Board or the
Management is of the view that the performance targets in the year 6th till 15th Year is
achievable by all the managers of the Company. There has been growth and opportunities
which increases the profit margin. There is increase in the profit in the global market for
the action cameras and UAV drones in the period from 6th till the 15th year (Howard,
Turban & Hurley, 2016).
The Board has given the various steps for strategy making so as to achieve the above five
performance objectives. In order to achieve the target there has been two vital constraints, which
are as follows:
 The board is of the view that the Company shall stay independent and therefore the
Company cannot plan for merger or acquisition with another company.
 The company shall also comply with all the legal and the regulatory norms. They should
abide by the business and ethical code of conduct of the company. Further, the Board has

3MARKETING STRATEGY AND PLAN
been effective in reaching the performance targets which is available to the public
shareholders for the investing, thus the investors have expectations from the Company so
that the Company is able to achieve its annual target.

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References
Barney, J. B. (2014). Gaining and sustaining competitive advantage. Pearson Higher Ed.
Elenkov, D. (2014). Experiential Exercise with Multinational Student Teams: Researching
Together a Multinational Corporation and Developing Jointly a Strategic Marketing Plan
for IT Using Blackboard. Developments in Business Simulation and Experiential
Learning, 41.
Grant, R. M. (2016). Contemporary Strategy Analysis Text Only. John Wiley & Sons.
Howard, L. W., Turban, D. B., & Hurley, S. K. (2016). Cooperating teams and competing
reward strategies: Incentives for team performance and firm productivity. Journal of
Behavioral and Applied Management, 3(3).

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