Reference no: EM132633190 , Length: word count:2500

GMBA6005 Twenty First Century Marketing Management - University of Newcastle

This assignment has two purposes.

It requires you to:
1. Discuss and apply core marketing concepts to the marketing activities of a specific organization;
2. Prepare a formal written report.

Instructions:
"Using one of the companies/ products/ brands used in class, identify and explain the core marketing concepts. Describe and discuss the marketing strategy employed for one customer segment. This includes profiling one segment as a target market and each of the marketing mix elements employed to meet the needs of that segment."

Step 1 - Choose one of the companies / brands used in class. Select a product category or product line. Step 2 -Reviewing the company's marketing communications and other researched data, IDENTIFY, the target market profile of one customer segment targeted by the company for the chosen with the Product category or Product line.
Step 3 - Research the required information to complete the sections of the report as outlined below. Follow the rubric on page 3 as a guide to your headings. Use formal report format, that is, a title page, Executive Summary, Table of Contents including a numbering system for headings and sub headings throughout the report. Be sure to use both in-text referencing and a reference list in APA 6th edition format.

1. Introduction: It's advisable to write this last as it overviews each of the areas included in the report. Use future tense in your language, e.g. "This report will..." Remember it should not include a conclusion. The purpose is to introduce the organization BRIEFLY, the chosen product line and then finally the report elements and structure.

2. Market Situation:

S.T.P.: Define and describe what a market is and what a segment is. Evidenced through the chosen company's communications, research and identify the segmentation factors and variables used by your company to segment the market. Comment on its positioning if data is available.
Customer Profile: Develop a target market profile - a concise description of the type of prospect the company wants to sell to and serve. The target market profile and positioning statement is to be used to evaluate if the marketing mix strategies applied in the following section are appropriate and effective for this group of customers.
Consumer Behaviour: Research and identify the Consumer Behaviour aspects of that one customer segment targeted by the company with this Product Category or Product line. Outline the consumer decision-making process and identify what cultural, social, personal, or psychological factors might influence this purchase process.

Needs, Wants and Demands: Explain and describe the needs, wants and demands of the identified segment that are fulfilled by the product category or product line.

3. The Current Marketing Mix Offering:
Product: Using your company as an example, explain and describe the marketing offering (demonstrating the product as a continuum of goods, service and experience).
Price: Identify the pricing strategy the company employs for this product. What are the factors that influence the price floor and ceiling?
Place: Illustrate the distribution channels, and activities in the supply chain that impact the product or its value to customers.
Promotion: Research and assess the communications used in delivering the value proposition to the customer. What types of promotion tools are employed, and what is the message?
Services Marketing Mix: How does the company manage its service personnel, processes, and physical evidence to combat the characteristics of services.

4. Assess Value and Satisfaction: Define and describe the concepts of value and satisfaction. Discuss the role of quality. Assess if the current market offering creates value and satisfaction for its customers.

5. Conclusion: this is a short paragraph reiterating the main issues outlined. Use past tense, for example, "This report has outlined....."

6. REFERENCE LIST (APA): Please start on a fresh page. As minimum, use the textbook and company's website to integrate theory and application. Please also ensure that you use in-text APA referencing.

Word Limit: 2500 words

Attachment:- Marketing Report Instructions.rar