Report on the marketing strategy with a view to gaining and retaining members at CIWEM (Chartered Institution of Water & Environmental Management)

Number of Words : 3251

Number of References : 20

Assignment Key : HMEC-18411

Contents

  • Content for this assignment1. Background
  • Content for this assignment2. Situational analysis:
  • Content for this assignment2.1 The business environment
  • Content for this assignment2.2 Strengths and weaknesses
  • Content for this assignment2.2.1 Strengths
  • Content for this assignment2.2.2 Weaknesses
  • Content for this assignment2.2.3 Preliminary assessment of strengths and weaknesses
  • Content for this assignment2.3 Opportunities and threats
  • Content for this assignment2.3.1 Opportunities
  • Content for this assignment2.3.2 Threats
  • Content for this assignment2.3.3 Preliminary assessment of the opportunities and threats
  • Content for this assignment2.4 Porter’s 5 Force Model
  • Content for this assignmentFigure 1: Porters Five model. Source: (Josefsson and Baaner, 2011:474)
  • Content for this assignment2.4.1 The Threat of new entrants to this industry or market:
  • Content for this assignment2.4.2 Power of the Customers
  • Content for this assignment2.4.3 Power of Suppliers
  • Content for this assignment2.4.5 Availability of alternatives
  • Content for this assignment2.4.6 Competitive Rivalry
  • Content for this assignment2.5 BCG MATRIX for the members of CIWEM:
  • Content for this assignment3. Strategic imperatives
  • Content for this assignment3.1 Strategies to retain members:
  • Content for this assignment4. Principal assumptions underlying the plan
  • Content for this assignment5. Preliminary marketing objectives
  • Content for this assignment6. The target market
  • Content for this assignment7. Positioning statement
  • Content for this assignment8 The Marketing Mix
  • Content for this assignment8.1 Pricing:
  • Content for this assignment8.2 Placement & Positioning:
  • Content for this assignment8.3 Promotion:
  • Content for this assignment9. Implementation and control
  • Content for this assignment10. Budgets
  • Content for this assignment11. Strategies to attract new Membership:
  • Content for this assignment12. Conclusion
  • Content for this assignment12. References

Description

This report is based on the following requirement -
CIWEM is the Chartered Institution of Water and Environmental Management, and our vision for the future is to become the ‘premier environmental institution’.
We have a working group that focuses primarily on Recruitment and Retention of members, i.e how to recruit members, and how to keep the members that we already have. The ultimate objective of the group is to increase the membership. Our target is 1% a year, which equates to around 450-500 additional members per annum, once resignations are taken into accounts.
Your assignment is to create a marketing strategy with a view to gaining and retaining members at CIWEM. The three main areas that we would like you to focus on are:
• CIWEM’s brand, scope and unique selling point
• Improving the effectiveness of marketing activities
• Adding value to members

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