BEC221/E: Marketing Management Analyse the Marketing Practices of a Business - Management Assignment Help

Assignment Task:

Task:

AN ANALYSIS OF A BUSINESS’S MARKETING STRATEGY AND RECOMMENDATIONS FOR IMPROVEMENT

This assignment requires students to APPLY their knowledge of marketing theory in order to analyse the marketing practices of a business that they are interested in. There are no restrictions on the size and nature of the business that students may choose, but the business must be a manufacturer of products (NOT a service provider).
Students must gather and process information from the internet regarding this business’s marketing strategy. You can use the business website, Facebook page, Twitter account and Instagram to get information for your assignment. You might also need to look at their products in your local store to get information about prices and current promotions.

• Suggested Assignment Outline:-
• Introduction
• This should include a brief description of the business, as well as telling the reader what you will cover in the essay and why this is important.
• Background to the business
• what it is and where it is located
• brief description of what they sell / manufacture
• what type of business is it and how big
• do NOT just copy from the website – write your own descriptions
• Analysis of target market and positioning strategy
• Using your theoretical knowledge, analyse the business’s target market and positioning strategy.
• Analysis of the 4Ps (marketing communications strategy)
• Using the framework below, analyse the business’s current marketing strategy.
• Discuss the theory on each of the 4Ps (as outlined below) using your own understanding based on your reading (use in-text references!)
• Describe how your business approaches each of these aspects – good and bad! Which aspects does the business do well and where do you think the business could improve? Provide reasons and THEORY to back up your analysis.
• Product Price Distribution Promotion
• Physical goods
• Service
• Features
• Benefits
• Quality level
• Accessories
• Installations
• Warranty
• Product lines
• Packaging
• Branding Objectives
• Flexibility
• Geographic terms
• Discounts
• Allowances Objectives
• Channel type
• Market exposure
• Kinds of intermediaries
• Kinds of location and stores
• Transportations
• Service levels
• Objectives
• Promotion blend
• Salespeople (kind, number, selection, training, motivation)
• Advertising (targets, kinds of ads, media type, copy thrust, sales promotion, publicity)
• PLEASE NOTE: IF THE BUSINESS SELLS/MANUFACTURES MANY DIFFERENT PRODUCTS, YOU MAY CHOOSE ONE OF THESE FOR SECTIONS 3 & 4 (but make sure you discuss the whole product range first before you describe the product you are analysing).
• Conclusion – provides a summary of the important findings and guidelines for how the business could improve.
• Theoretical component
• It is important that you use the theoretical information in your prescribed text book as well as other credible marketing sources in order to justify and rationalise your analysis of the business (you can also check out marketing journals on Google Scholar). Each marketing decision you make needs to be supported and motivated by the appropriate marketing theory. For example, you cannot just explain the pricing methods of the business - you will need to examine the different price setting methods and discuss why you think the business has chosen that particular method and why you think it does or doesn’t work. A further example of this would be for the positioning segment of the assignment, you will need to explore the concept of positioning before indicating exactly how your business is positioned in the market place. It is essential that each section has the appropriate underlying theory to support the decisions made.
• References:
• YOU MUST USE A MINIMUM OF 3 ACADEMIC REFERENCES. See the Departmental handbook to clarify which references are classified as academic.
• You must reference all the business’s information that you get online.
• The Department of Business Management takes referencing and plagiarism VERY seriously. Please make sure you know how to reference and that you acquaint yourself with the APA Style of referencing. You may be given 0% for your assignment if you do not comply with these criteria.

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