A. Project question You are Marketing Director for any company of your choice. This project is designed to reflect the practical side of marketing strategy and asks you to convert the academic theory you learn in your lectures and reading into practical direction for your company. Your company is embarking on a Strategic Planning Process taking a 3-year view. You are responsible for the strategic marketing part of the plan and in particular the area of future competitive advantage. Wilson, R. M.S., Gilligan, C., and Pearson, D. (1992) describe the first 3 stages of the strategic marketing planning process thus: Where are we now? (Strategic and marketing analysis) Where do we want to be? (Strategic direction and strategy formulation) How might we get there? (Strategic choice) B. Project 1 Submission Guidelines Length 2,500 words, +/- 10% (excluding tables, graphs, footnotes and references) Presentation Arial 12 fonts, 1 ½ spacing, justified text References A minimum of 20 references using Harvard Referencing System (textbooks, official data and information sources) Submission deadline 29 Nov 2014 Length 2,500 words, +/- 10% (excluding tables, graphs, footnotes and references) C. Marking criteria and weights You will be assessed on your ability to: Critically evaluate the company's current strategies for sustainable competitive advantage Set out the desired competitive position 3 years from now Offer clear recommendations on what the company needs to do to achieve that position Write a logical, well-presented and accurately referenced piece of work