Business and Marketing Management SCQF Assessment

Assignment Task

1. X ltd, a 50 years old company, wants to produce and sell an electronic product named E-magic in your country. The product is a one stop solution for entertainment and office work. It works like a mini laptop with essential functions like; music, browsing the web, reading and sending emails, editing and sharing photos, watching videos, listening to music, playing games and reading e-books in a compact and convenient device. 

The product will be available in three variants:

• E-magic- High: 14 inch, 64 GB memory, 30 hours battery life, weight 0.90 kg
• E-magic- Add: 12 inch, 32 GB memory, 24 hours battery life, weight 1.50kg
• E-magic-Base 12 inch, 16 GB memory, 24 hours battery life, weight, 1.50 kg

The USP of the product will be its competitive pricing and compressed structure

In order to gain a powerful and sustainable place in the market, the company wants to acquire a customer base and maintain it for the long-term.

The following are a few facts about X ltd and the market in which it operates:

• X ltd products are available in 50 countries and for the first time X ltd wants to enter your country with a completely new product
• X ltd is a company with rich and long history and its electronic products sell exceptionally well in many markets.
• X ltd has strong brand loyalty due to its rich history and strong work ethic
• The resources and raw materials are supplied from China. The company’s production is completely dependent on this supply
• Companies have customers from different cultures and its products are sold in 50 countries through distributors as well as X ltd own stores.

Write a report explaining the marketing process X ltd should follow to ensure effective customer satisfaction and market value. 

Include the following points in your report:

1. Describe the impact of micro and macro environment
2. Explain the principles of segmenting, targeting, differentiating and positioning strategies
3. Explain the strategies related to Product, Price, Place and Promotion of marketing mix

2. Create a PowerPoint presentation, with notes, for company X Ltd to help junior staff understand the importance of digital media in marketing, with particular focus on search engine optimization strategy.

Include the following points in your presentation:

1. Explain various forms of digital media and their importance in marketing management
2. Describe search engine optimisation strategy and explain how it helps in attracting customers

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