BUSE 603 Contemporary Marketing Assessments

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Assignment Details:

• Words: 3000

 

The Group Marketing Report assignment is designed to allow you to develop a practically oriented marketing plan. It is to be done by students in groups. Choose an organisation with which you are familiar and about which you are able to obtain some information (from the web or annual reports etc). You could use a company for which one of the members in the group works as the basis for this assessment (see the lecturer before you commence to get approval of your choice to ensure that it is suitable for the exercise). This assignment can be based on a brand or individual product or service.  You are required to follow the following format for your report:

 

Executive Summary and Table of Contents

 

• Present a brief summary of the main goals and recommendations in the marketing report.

 

Introduction and Background

 

• Provide an introduction and background to the organization (product/service or brand).
• Analyze the types of customer groups within your market and determine which group(s) is it most profitable for you to target.

 

1. Marketing Environmental Analysis

 

External Environment Analysis

• Business environment analysis: Analyse the following aspects of the environment in which you operate and determine their current and future effects on the organisation’s product/service line: social/cultural trends; economic/demographic trends; political/legal/institutional trends; technological trends.
• Customer analysis: Analyse the demographics, buying situation, needs and wants of your customers and how your product/service can satisfy them.
• Competitor analysis: Analyse activities and characteristics (size, goals, market share, product quality, marketing strategies and others) of the major competitors in your market (both direct competitors and those who offer substitute products/services to your customers)

 

Internal Environment Analysis

• Analyse the current marketing mix (7P’s) used to market the product/service.
• Evaluate the effectiveness of the current marketing mix used.

 

SWOT Analysis

 

• Identify the main strengths (internal capabilities that can support the organisation in achieving its goals) and weaknesses (internal factors that can prevent the organisation from achieving its goals) in the chosen company,
• as well as the main opportunities (external circumstances that may be exploited for higher performance) and threats (external circumstances that may potentially hurt performance) in the market place as a direct result of the Marketing Environmental Analysis, and construct a useable SWOT with a conclusion.

 

Future Growth Opportunities

 

• Looking 3-5 years into the future, explore growth opportunities using the product/market expansion grid (Figure 3.9, p.90 of the textbook).

 

Revised Objectives and Marketing Strategy

 

Objectives

 

• Based on the SWOT analysis and the Growth Opportunities analysis, establish the marketing, financial and communication objectives for the next 12 months

 

Target Market

 

• Describe the target market(s) to serve

 

Positioning

 

• Arrange for the product/service a clear, distinctive, and desirable place relative to competing products in the minds of target customers.

 

Marketing Mix

 

• Create a revised marketing mix

 

Action Programs

 

• Each marketing strategy element must be elaborated to answer: What will be done? When will it be done? Who will do it? How much will be spent?

 

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