Determine the most appropriate product strategies

Reference no: EM133237888

Kogan.Com Ltd

the following questions are based on Kogan.Com Ltd

Kogan.Com Ltd. Your client has hired you as an independent marketing consultant to help the company to achieve its strategic goals in relation to issues including industry understanding, brand awareness, positioning, consumer perceptions, product, pricing, distribution, and promotion. Your role is to research the industry and marketplace, to develop strategic marketing recommendations that helps your client maintain and grow their business into a sustainable, ongoing, profitable concern. Your findings will be presented to your client.

Initial discussions with your client have led to a broad list of issues to consider as part of this brief, including how do they:

- Identify their potential consumers?

- Differentiate their market offering from their 5 main competitors?

- Position as the premier choice within their industry?

- Build brand awareness in a very crowded market?

- Determine the most appropriate product strategies?

- Determine the most appropriate pricing strategies for their offerings?

- make and maintain an integrated marketing mix?

- make and maintain efficient distribution channels that provides value to all

channel members?

Note who your audience is - they already understand the company and have a high level of understanding of marketing concepts.

You should undertake your own external and internal research on the company. You will then need to develop marketing strategies for the company. Based on your proposed strategies.

in the report should include the following

1. Executive Summary: Your Executive Summary should contain:

A very brief statement the problem being analysed and the method of solving the problem
The key points from the internal and external analysis (what you want to do here is show how you arrived at your recommendations, so focus on those critical factors)
Recommendations are then outlined but clear enough that decisions can be made simply from reading the Executive Summary
2. introduction

3. Situation Analysis - External: this section should demonstrate the ability to undertake research and data collection on the current market, industry, competitors, and demand for your company/brand. The narrative explaining the findings should provide a critical analysis of the data and include coverage of the key up-to-date elements of the external environment (use any tools you believe appropriate - see, in particular Ch 3 of the prescribed textbook)

4. Situation Analysis - Internal: this section should demonstrate the ability to undertake research and data collection on the internal factors affecting the specific brand. The narrative explaining the findings should provide a critical analysis of the data and include coverage of the key up-to-date elements of the internal environment (use any tools you believe appropriate - see, in particular Ch 3 of the prescribed textbook)

5. Marketing Strategies: Based on your research and exploration of the data, report on the key strategies that the company currently employs (at least one per marketing mix element)

6. Recommendations: Based on the strategic analysis undertaken you are required to propose at least 5 recommendations to your client, based on their brief of 8 questions listed on the previous page. You are expected to compelling/persuasive case for their adoption that is well supported by the previous sections of your report. The recommendations should be specific, measurable, attainable, realistic and timely. Further they should provide the audience with clear guidelines on what would be required for their implementation. In other words, a good recommendation has the what, the why and the how.

Reference no: EM133237888

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