Reference no: EM132342240 , Length: word count:2000
Marketing Assignment - 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.
Please use the following Template to prepare your report: Marketing Management Interim Assignment Template
In your analysis, ensure you also consider the comments made in the article: Marketing analysis toolkit: Situation analysis - Steenburgh, T & Avery, J 2010, 'Marketing analysis toolkit: Situation analysis', Harvard Business Review, February 4, Harvard Business School Publishing, Boston, MA. (Note: Chapter 3 of the textbook may also be a useful resource).
Report Structure:
- Title page
- Executive Summary
- Table of Contents
- Introduction
- Background
- Market Analysis
- Market Segmentation
- Target Market Recommendation
- Conclusion
- References
- Appendices
Format: Written report 2000 words.