MKT600 - Case Study Presentation of Marketing Assignment

Assignment Task

This assessment requires you to create a 5-minute video presentation using market research and marketing mix to help your chosen company from assessment 1 understand their target market and how important this understanding is for growth. This includes identification of the target market using the Segmentation, Targeting and Positioning Model (STP) and the formulation of strategies relating to competitive advantage and the marketing mix.

Context

Marketing in the 21st Century has profoundly evolved and is a critical component of business organisations. In order for firms to achieve its SMART objective, an environment must be analysed before a company pursues expansion into new markets. Market research links customers and marketers through information gathered. There is a strong need for marketers to understand the activities that serve as the link between market needs and wants. It is crucial for managers to make tactical decisions to develop marketing programs and value propositions that meet the specific needs of one or more segments. Through market segmentation, a company can identify and group customers or countries according to common needs and wants.

This assessment is designed to develop your understanding of:

• Market research and marketing mix variables
• How companies design marketing strategies using marketing mix variables.

Instructions

Learning Facilitators will stop watching presentations at 5 minutes. Any content presented after minutes will not be viewed or assessed.

1) Use the company you chose for assessment 1 as the case study for this assessment. NOTE: If you selected your company using OPTION 1 in assessment 1 any material submitted as part of your assessment, must ensure that it does not breach upon any of the Host Organisation’s rights, including with respect to maintaining confidentiality, and sensitivity

2) Both F2F and online students should prepare a 5-minute PowerPoint presentation of the chosen option. F2F students should present in class on their scheduled date and time. Online students should present their PowerPoint in a 5-minute video recording and submit both the PowerPoint and video recording following the assessment 2 submission link in the Blackboard.

3) Prepare a 5-minute presentation using PowerPoint as supporting media to address the following:

• Brief overview of your chosen company, including identification of products and/or services provided.
• Discuss the Segmentation variables, Targeting and Positioning strategies (STP model) of your chosen company.
• Discuss the types of business strategies, using examples, that could be used by your chosen company to achieve competitive advantage e.g., cost leadership strategy, differentiation strategy, niche market strategy.
• Explain the marketing mix variables of your chosen company, and how these variables can contribute to the growth of your chosen company.

4) Include at least slides in your presentation to support your explanations and conclusions. Follow presentation best practice to ensure that content, layout and presentation techniques are effective in delivering your message. You should not read from your slides but should speak based on the knowledge you have acquired in researching and creating your presentation.

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