Marketing Strategy Assessment Task Report

 

Assessment Detail:-

• Number of Words: 3000

 

“Based on the company of your choice

Prepare a marketing analysis and strategy based on the key concepts and models delivered in this module using the structure outlined below. This should clearly reflect the marketing concepts, tools and marketing mix: product, promotion, price, place, people, process and physical evidence as discussed in class.”

 

 

STRUCTURE OF WRITTEN REPORT

 

1. Executive Summary — summarising points 2–5.

 

2. Organisational overview— for example provide an up-to-date overview and  a brief historical background of the organisation

 

3. Literature review – present the results of your critical literature review into current thinking on the concept of marketing; clearly outlining the difference between what the experts and current theory term ‘traditional’ and ‘contemporary/digital’ marketing; present literature on Marketing Strategy and its importance as well as introduction to key models and how they are used within Marketing such as PESTLE, SWOT, Porter’s 5 Forces, Segmentation, Targeting and Positioning (STP) model and the Marketing Mix.

 

4. Analysis of the Selected Organisation’s Marketing Approach

 

(a) Current marketing strategy – traditional/digital.

• Micro and macro environment inc the Competition:(PESTLE and PORTERS 5 FORCES)
• Customers – segmentation, targeting and positioning approach – STP

 

(b) Marketing Mix (7ps) – Outline and discuss the organisation’s approach to the following elements of the marketing mix:

• • Product — the product and service portfolio
  • Promotion — pull or push communication strategy including choice of medium — digital and/or traditional
  • Price — i.e. premium, skimming, economy/value or penetrative pricing
  • Place — choice of distribution strategy
  • People – the people who make contact with customers in delivering the product or service
  • Process – the key systems and processes that deliver a product to a customer
  • Physical evidence – the elements of the physical environment that the customer experiences

 

5. Conclusions and Recommendations — Provide recommendations for change to enhance their current marketing strategy and to make it more effective.

 

6. Reflective statement – Highlight your learning experiences from the module using a recognised Reflective Practice Model, for example Gibbs or Kolb.

 

7. Referencing – Evidence of reading and referencing in accordance with the Harvard Referencing system.

 

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