Highlights
Task:
The brief:
Acting as a Marketing Consultant: Launch a product or service of your choice onto the UK market in 2020/21 or 2021/22 and sustain it for 12 months. You could also select a company from the list below and launch a new product or service: Aramark, Boeing, Caterpillar, DuPont, Emirates, General Electric, 1C1C1 Bank, L'Oreal, Naim's Oatcakes Ltd, PayPal, Reliance Industries Ltd, Tyson Foods, Tata Consultancy Services, United Health Group; Verizon Communications, Walt Disney, Waste Management Inc.
You must not choose a product or service that is already on the market, UNLESS you are planning a substantial repositioning and rebranding of that product or service. Consider one of the following: a particular product or service a product or service range an event another aspect which requires communication to a user / customer Students are expected to discuss all elements of the marketing or services
The Assessment
The report should have three (3) parts.
Part 1: Analysis of the Market & Objectives
• Analyse the current market (competitors, environment — internal/micro, external / macro)
• Identify objectives (corporate and marketing) / key performance indicators
Part 2: Strategy, Target and Tactics/Actions
• Set a strategy • Define target market • Identify tactics (marketing mix) • Address sustainability issues
Part 3: Measurement and control
• What resources are required?
• How will strategy be implemented?
• How will success be measured?
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