Reference no: EM133110876

MKG201 Business-to-Business Marketing - Laureate International Universities

Diagnostic Report

Learning Outcome 1: Apply the key principles of business-to-business (B2B) marketing.

Learning Outcome 2: Identify the differences between business-to-business (B2B) and business-to-consumer (B2C) marketing.

Learning Outcome 3: Discuss the importance of developing strong business relationships between the organisation and business clients.

Learning Outcome 4: Demonstrate how the marketing mix is used in B2B marketing.

Context

The outcome of this report is a diagnosis of the marketing situation (situation analysis) for a B2B product or service. In conducting this diagnostic report into the marketing context of a B2B product or service provider, you will develop industry relevant skills to:

• Develop, integrate, and evaluate broad business theoretical and technical knowledge, in the marketing business environment.
• Apply research skills, appropriate to the qualification.
• Recognise and analyse business operations, challenges, and innovations and identify and assess business solutions.

Instructions

First, you must find a company that operates in an area or industry of your interest. Once you have located a company, you will be required to select one of their real-life B2B products or services, to use in your report.

For your future assessments, 2 and 3 (marketing plan and presentation), you will get the chance to work in groups. At that point, your group will need to select a company, from those presented in assessment 1.

For this reason, your assessment 1 diagnostic report must be detailed and in-depth, in case it is chosen by your future group, in assessments 2 and 3.

Once you have chosen your company and your product, your task is as follows:

Question 1. Describe the background of the product and company - aspects to consider, could be the historical background of the product/company, such as brand, mission and vision.

Question 2. Explain the product details - this includes all aspects of the product, such as features, technical aspects, benefits to customers, varieties, etc.

Question 3. Analyse the relevant market situation that includes industry analysis, competitors, and market trends - this includes the micro (company, suppliers, intermediaries, customers, competitors and publics) and macro (political, economic, social, and technological) analysis. The other elements to include, could be competitors and other market trends.

Question 4. Analyse the market segmentation of this product - this includes the basis of segmentation for your product, with a clear section identified.

Question 5. Explain the importance of relationships in this industry - A comprehensive relationship management analysis should be included to show the importance of relationship in this industry.

Question 6. Explain the buying behaviour in this industry - your explanation should include the buying process in this industry and the relevant factors that affect buying behaviour.

The Report Format

The report format is very important. It should be reflective of a formal report that would be used in a professional business setting.

The report must include:
A) A reference list - note, this is not a bibliography - and;
B) In-text references and citations, in accordance with the College guidelines (I.e. APA referencing style).

Attachment:- Assessment - Diagnostic report.rar