4BUS1010 PRINCIPLES OF MARKETING
ASSIGNMENT TITLE: MARKETING REPORT ON (COMPANY NAME)
You have been asked to produce a report that explores an organisation’s marketing environment and its marketing responses to that environment.
CHOOSE A COMPANY
Choose a company from the given list. You will be working on this company in groups in the tutorials, but will produce a report as individuals.
Task One (macro environment)
Produce an analysis of the macro environment for the company. Identify at least 3 major external factors that could help or hinder the progress of this business. You should refer to at least 2 credible research sources to justify your choice. Explain what impact these factors are likely to have on the company’s marketing programme. Include an infographic that describes the market, using relevant data.
Task Two (the target customer)
Identify one customer profile. Paint a picture of what a typical customer looks like for this company by using behavioural, demographic, geographic and lifestyle segmentation. Describe the behaviour this customer might go through when purchasing a product or service from this company based on the 5 stages of consumer buyer behaviour.
Task Three (product and price)
Produce two perceptual maps that show the positioning of your company and at least four other competitors. One map must have the axes ‘price’ and ‘quality’, the other can have axes of your choice but not ‘price’ and ‘quality’. Justify, with reference to at least 2 credible research sources, why you have positioned the company and its competitors in the way you have.
Task Four (growth strategies and market research)
Using Ansoff’s Matrix choose one of the strategies for growing the business. Explain briefly why you have chosen this strategy. Write a market research plan which will help the company to refine this strategy using the template provided.
Task Five (communication)
Write a press release to announce your new marketing strategy in Marketing Week. The press release should describe the marketing programme including how you will implement the 4Ps. Remember who the audience is for this communication.
Report wordcount
Your report should not be more than 2500 words.