Marketing Analysis Assessment Answers


Assessment Details:-

  • Topic: Marketing analysis
  • Document Type: Essay (any type)
  • Subject: Marketing
  • Number of Words: 2000
  • Citation/Referencing Style: Harvard




In the first assessment report, you are required to identify one product (good or service) of an organisation (brand) of your choice. You will also use the same product (good or service) in your capstone assessment. We suggest you choose a product of your organisation of employment. However, this is not a requirement.


In your first assessment, start by providing adequate context for the selected organisation (brand) and identified product (good or service). Then, based on various theories of marketing management as discussed in Modules 1-3 of the learning materials:


  1. Analyse the current market situation, considering relevant external and internal environmental factors using appropriate frameworks and summarising them in a SWOT analysis to identify trends and issues impacting the organisation and, more specifically, the selected product (good or service) and relevant stakeholders, collaborators and/or competitors;
  2. Analyse how to segment the market for the selected product (good or service), justifying your approach based on relevant criteria for effectiveness; and,
  3. Provide justified recommendations for the selection of a target market segment that will be the focus of your capstone assessment.
  4. Based on the situation analysis and recommended target market, provide the recommended positioning of the company (hint: utilise the elements of value pyramid to aid your positioning as well as a perceptual map)


This assessment is required to be presented as a formal report. It is not an essay or personal reflection.

Use the First Assessment Template provided to prepare your report.




Use Modules 1-3 of the learning materials for guidance. There are several frameworks or tools to use when conducting a market analysis:

  • The 5Cs analysis
  • Porter’s Five Forces Model
  • SWOT analysis


The above are only recommendations. See the Guide to marketing tools and frameworks


When considering segmentation, keep in mind:

  • B2C
  • B2B
  • Positioning
  • Elements of value (B2B and B2C)
  • Differentiation and positioning


If you work in a social context (e.g. social welfare, health, environment, or education), you could consider taking a social marketing approach in applying marketing theories to your practice in the assessments:


Basil, DZ, Diaz-Meneses, G & Basil, MD (eds) 2019, Social Marketing in Action: Cases from Around the World, Springer International Publishing AG, Cham. Available from: ProQuest Ebook Central. [9 September 2020].




In terms of structure, presentation, and style:

  • use the AIB-preferred Microsoft Word settings (see AIB Style Guide)
  • use author-date style referencing (which includes in-text citations and a reference list) (see AIB Style Guide)
  • use the following report structure:


    • Title page
    • Executive summary
    • Table of Contents
    • 1. Introduction (including company background)
    • 2. Market situation analysis
    • 3. Market segmentation
    • 4. Target market recommendations
    • 5. Positioning recommendation
    • 6. Conclusion
    • References
    • Appendices (if any)


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