MKT10007-Fundamentals of Marketing-Situation Analysis Task Description Assignment

Internal Code:TV31

Fundamentals of Marketing-Situation Analysis Task Description

There are four sections to complete in your assignment and each person in the team should contribute to each section: Section 1. You will start by considering the marketplace in which the company operates and analyse the factors which may influence your company and your Brand and Sub-Brand Section 2. In this section, you will present an overview of how the consumer base for your selected company’s product could be split into smaller segments for the purposes of marketing. Section 3. You will assess the attractiveness of each consumer segment for your Brand and Sub-Brand. “Attractiveness” refers to the likelihood that a consumer segment will provide profitable sales for your Brand and Sub-Brand. Attractiveness is based upon the three factors of size and growth, structural attractiveness and the degree to which the segment matches the Brand and Sub-Brand’s resources and objectives. Section 4. After reviewing the information you have collected in sections 1 and 2, you should consider if there is any additional information you would like to know about consumers and use of or opinions regarding this product. You will present the key questions you like answered and then provide a summary of how you would go about gathering information for ONE of your key questions using marketing research techniques