7004MFH – Astrategic marketing report of Dee Alaso-oke company, a Nigerian fashion company


Conventry University



Module Code

A strategic marketing report of Dee Alaso-oke company, a Nigerian fashion company

This report is to present a strategic marketing report of Dee Alaso-oke company, a Nigerian fashion company. This
report is aimed at defining a strategy that will help our company achieve our objectives. SOSTAC framework
methodology was used in this report and it consists of an external and internal environmental analysis making use
of PESTLE analysis, SWOT analysis, porters 5 forces to evaluate the impact on Dee Alaso-oke and to also help lay
bases for setting our objectives. This report also states our tactics and action plan and clearly states our measures
for evaluation and controlling performance as well as crisis management. The appendices also has other details on
the industry, competitors, customers and also our business model.
This report seeks to offer a strategic analysis of Dee Alaso-oke company and draw up a marketing strategy with
SOSTAC framework to help our company achieve our objectives. Dee Alaso-Oke is a bridal fashion company that
deals in sale of aso-oke (Yoruba traditional attire) for weddings, birthdays and other notable ceremonial events in
Nigeria. Our products include outfits of the couple’s parents, outfit of the bridesmaids, traditional agbada for the
groom’s men, aso-oke shoes, bags, T-shirts, and casual wears. The company intends to be a one-stop-fashion store
for all outfits and not just the couple’s outfit. We intend to promote the Yoruba dress culture and materials through
our outfits, and to provide a fulfilling experience for our customers of all income grades.
Swan (2018) The SOSTAC model was firstly created by PR Smith in the 1990s and it is a commonly used tool for
business and marketing planning. It provides a structured approach for studying environmental factors that have
influence on businesses (Strong, 2014)

Assignment Guidelines:

In these uncertain circumstances, it is has become vital for businesses to rethink their marketing
strategies and explore different opportunities. You are the Marketing Consultant recruited by the
Board of Directors to devise a new marketing strategy plan for your chosen business to enable it
to maintain its competitive edge.
Assignment Instructions
Write a marketing plan report which analyses various factors of the business environment and
presents a SMART-based marketing strategy following the SOSTAC framework to support the
further development and sustainability of your chosen business.
Assignment Structure
Your report must include the following sections:
1. Executive Summary
2. Introduction of the organisation and the chosen international arena
3.1. Environmental analysis and strategic challenges for the chosen market. Include SMART
objectives in this section
3.2. Proposed strategy with justification (this will include STP and perceptual mapping)
3.3. Strategy Implementation Tactics, Action and Control (including scheduling, budgeting,
monitoring and CSR)
4. Recommendations
5. Conclusion
6. References (You must ensure that you cite and reference all research using APA referencing
style for your report)
Useful Resources:
Academic Resources: You will be required to research and collect different types of data. You
should use Locate for journal articles and BibliU for academic online books.
Academic Skills Unit:
The following online learning resources from the Academic Skills Unit (ASU) can help you to
develop the skills you need to write this assignment:
1. Improving your Academic Writing Style
2. Using Research in your Writing
3. Writing Critically
4. Writing a Report
If you need further help with your assignment:
• Book a 1-1 research skills tutorial with a librarian
• Book a 1-1 academic writing tutorial with an Academic English tutor.

Further Information:
SOSTAC Framework
 Situational Analysis of the business – how micro and macro environmental factors influence
strategic decision making; how the competitive landscape is changing and its future
implications for the business;
 Objectives of the business – The SMART approach to developing strategic marketing plans,
including a rationale for the business, the mission, vision, goals and objectives
 Strategy – propose a strategy with a justification of why this strategy is being proposed and
how it contributes towards building an effective strategic position for the business. Include a
perceptual map to position the business alongside its key competitors.
 Tactics – structure a strategic marketing plan, clearly identifying tactics on how the strategy
will be implemented (consider the 7Ps of the marketing mix).
 Action – show how reputation management affects strategic marketing plans the key actions
to be taken, including an action plan and key resources required
 Control – how the strategy will be monitored (formative and summative) to ensure its
success and long-term sustainability, including a critical examination of why some strategies
fail, the cost of failure and how such failure could be averted.
 Recommendations – You are also required to demonstrate essential analytical skills that
helps to respond to employer related problems by making a set of clearly evaluated
recommendations to achieve the set objectives