Analyse market situation related to an identified product

Assignment Help Marketing Management

Reference no: EM132332562 , Length: word count:5000

Interim: Written Report

Background - In this subject, you will be required to complete two separate but interconnected assignments in which you will:

1. Analyse the market situation related to an identified product/service/experience of an organisation (brand) with which you are familiar. Analyse and segment the market and recommend a target market providing a rationale for your selected target market. (Interim assignment)

2. Analyse the identified target market (by way of developing a persona) and make recommendations with respect to the marketing mix (using the 7ps) for that product/service/experience ensuring that the marketing mix aligns with the customer persona (target market). (Capstone assignment).

While you will not be preparing a marketing plan, you will be using the principles of marketing theory related to strategic and tactical marketing planning and applying them to practice.

Brief - In the interim assignment report, you are required to identify an organisation and focus on just one branded product/service/experience.

Start by providing adequate context of the selected organisation (brand).

Then, based on various theories of marketing management as discussed in Topics 1-6 of the learning materials:

3. Analyse the current market situation, including trends impacting on the brand (organisation) and product/service/experience and relevant stakeholders, collaborators and/or competitors;

4. Select the most relevant way to segment the market; justify it and,

5. Provide justified recommendations for the selected target market.

In your analysis, ensure you also consider the comments made in the article: Steenburgh, T & Avery, J 2010, 'Marketing analysis toolkit: Situation analysis', Harvard Business Review, February 4, Harvard Business School Publishing, Boston, MA.

Requirements - The required word length for this report is 2000 words (plus or minus 10%). You are required to use at least 6-12 academic references for this report.

The report structure:

Title page
Executive Summary
Table of Contents
Introduction
Background
Market Analysis
Market Segmentation
Target Market Recommendation
Conclusion
References
Appendices

Capstone: Written Report

Using the same branded product/service/experience in the interim assignment;

1. Describe the customer persona in detail, which details the selected target market from your interim assignment; and,

2. Provide justified recommendations with respect to the marketing mix (including all 7 Ps) considering the selected target market and ensuring the marketing mix strategic decisions and tactics align with the target market

Use Topics 5 to 10 of the learning materials.

Requirements - The required word length for this report is 3000 words (plus or minus 10%). You are required to use at least 6-12 academic references for this report.

The report structure:

Title page
Executive Summary
Table of Contents
Introduction
Background
Target Market Persona
Marketing Mix Recommendations
Conclusion
References
Appendices

Attachment:- Marketing Assignment Files.rar

Reference no: EM132332562

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Reviews

len2332562

7/3/2019 1:30:13 AM

Words Count: 5000 (Total for both parts). Interim: Written Report Requirements - The required word length for this report is 2000 words (plus or minus 10%). Capstone: Written Report - Requirements - The required word length for this report is 3000 words (plus or minus 10%). You are required to use at least 6-12 academic references for this report. 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.

7/3/2019 1:30:05 AM

Your references should be from credible sources such as books, industry-related journals, magazines, company documents and academic journal articles. Ideally, relevant academic journal articles should be used for academic discussion. Your grade will be adversely affected if your assignment contains no/poor citations and/or reference list and if your assignment word length is beyond the allowed tolerance level (see Assessment Policy available on AIB website). The AIB library provides useful links to EBSCOHost, ProQuest ABI/INFORM, IBIS and MarketLine databases that may help you.

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