This assessment is a continuation from your first assessment (group presentation). You are required to prepare an individual 3,000 word report on the following.
You are a marketing executive and the organisation you work for is looking to expand their market. This can achieved through either, Market penetration, Product development, Market development, or Diversification. In order to fulfil this task you must:
Briefly introduce the company
b. Identify and justify one option that has most potential for growth using Ansoff’s matrix
c. Undertake a Segmentation, Targeting and Positioning analysis for the proposed growth
d. Develop a marketing mix for the proposed growth (you can use either the P’s, C’s or E’s)
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A
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Introduce the company:
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5 marks
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B
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Identify and justify one option that has most potential for growth using Ansoff’s matrix(you will need to undertake more research here):
- Identify one opportunity for growth
- Justify the opportunity for growth based on research conducted in the organisation’s marketing environment
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25 marks
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C
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Undertake a Segmentation, Targeting and Positioning analysis for the proposed growth, to include:
- Undertake detailed segmentation research based on the segmentation variables, then create consumer profile(s) for the growth opportunity
- Identify and justify the targeting strategy
- Positioning analysis (justification of positioning and a perceptual map)
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30 marks
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D
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Develop a marketing mix for the proposed growth (you can use either the P’s, C’s or E’s)
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30 marks
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E
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Correct use of the Harvard referencing system and at least 6 academic references Systematic, logical approach to writing:
- Academic sources are textbooks or academic journals but NOT lecture presentation material or general websites. All material, including charts, diagrams and statistics should be referenced using the Harvard system.
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10 marks
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100 marks
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Learning Outcomes Assessed:
- Demonstrate an understanding of who an organisations’ customers are and explain the factors that influence consumer behaviour.
- Analyse the key concepts of strategy, planning, implementation and control through a range of tools and techniques to analyse and evaluate markets, market opportunities and market segments.
- Analyse the key concepts of the marketing mix to develop an integrated marketing mix that markets products, services and experiences.
