BUS104: Introduction to Marketing - Business Assignment Help

Assignment Task:

The student is expected to analyses the external and internal environments (SWOT), identify a relevant strategy (S-O, W-O etc.), identify and describe a target market, and develop a suitable new product or new services for the company to introduce for this target market. Each group has to nominate a company (the client) for this plan.

Students are required to conduct a SWOT analysis, identifying the internal strengths and weaknesses and external opportunities and threats of the following companies (choose one company only)

1. Fitbit 

2. Bridge Climb 

3. Chiswick 

4. Frank Green 

The goal of a SWOT analysis is to identify the critical factors that may affect the proposed business concept (or new product or new services) and then build on the strengths to reduce the weaknesses, exploit opportunities and avoid potential threats. Students are also expected to identify and describe using segmenting variables, one target market being served by the nominated company and devise a brief marketing strategy.

Groups need to base their marketing report on appropriate theory and other relevant current market information where possible. Groups should support their report with the text and a minimum of EIGHT (8) other academically relevant and acceptable sources. These may include academic journal articles, research reports and industry analyses, but groups need to be aware of the validity of sources e.g. an unsupported newspaper article may not be considered valid.

Suggested Structure

Executive Summary, half a page summary contains the key findings of the report.

Section 1: Introduction and background to the company

• Introduction to the task, definition, purpose and value of a SWOT analysis for organizations.

• Introduction to the company being analyzed – including e.g. RELEVANT history, current market and product lines

Section 2: Analysis of the marketing environments (external and internal environment) and present the summary in SWOT table

Section 3: Recommendation

1. Target Market: identify and describe the company target markets based on the four segmentation bases

2. New product/new services description: based on the result of SWOT analysis, recommend new product or new services design for the identified target market (point a) and explain the customer value provided by this new product/new services

3. Briefly devise the strategies of the relevant marketing mix variables (the 4ps for new product OR the 7Ps for new services

Section 4: Conclusion and Recommendation

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