HI5004: Marketing Management - Development of Marketing Strategy - Management Assessment Answer

Subject Code: HI5004 Internal Code: 1AHJHD

Management Assessment Answer

TASK: Requirement: This assignment requires your group to undertake the process of analysing one organisation and its operating environments from a marketing perspective. And then apply the learning from lecture 1-9 in the development of marketing strategy. You will provide an overview of this organisation, as well as detail the type of orientation towards marketing it takes. You are also required to examine and analyse the context and environments in which this organisation operates (its industry and the macro-environmental forces impacting on the industry) HI5004 Marketing Management The report must address the following issues: Please note: It is recommended that you follow the outline presented below and answer each question as it is presented. Issue 1  Provide a brief description of this organisation and the industry to which it belongs. You may also want to include in this description any mission statements, value statements or ‘slogans’ that this organisation utilizes to communicate its purpose. In describing this organisation, please also identify its orientation towards marketing and provide relevant, detailed and factual supporting evidence to substantiate why you have identified this specific orientation. Finally, include a brief description of the product(s) this organisation offers the market. And comment on what role the brand has in this organisation’s marketing strategy. Issue 2  Analyse each of the 5Cs for this organisation: a. Company – what are the strengths and key resources, what are some of the weaknesses? What are the opportunities and threats? b. Customers – who is the company serving and what type of behaviour is ‘typical’ from them? c. Collaborators – describe their suppliers, distributors or other partners that help the company to deliver their products to the market? If a company doesn’t have any – explain why it is not necessary. d. Competitors – who are the current main competitors, are there any potential new threats or new entrants to the marketplace? e. Context – what other factors affect this organisation (e.g., legal, political, technological, etc.)? Issue 3  How does the firm go about collecting information (e.g., market research, market intelligence, etc.) about the 5Cs? For example, how does it learn about? a. What do customers want? b. Which competitors pose a threat? c. How the context of business is changing, if at all? d. What role do collaborators play in the process? Issue 4: Developing a marketing strategy  Based on the market analyses, outline potential market segments that are available to the chosen organisation. Recommend and justify: - a choice of target market(/s) - a value proposition for the target market(/s). HI5004 Marketing Management - a positioning statement for the target market(/s). Issue 5: Developing marketing tactics  Recommend and justify a detailed marketing mix (4-7Ps) to support the marketing strategy described in Issue.

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