MKT601 - Contemporary Marketing - Company Product Service - Report Writing Assessment Answer

Internal Code: 1AHHJF Code: MKT601

Contemporary Marketing Report Writing Assessment Answer

Assignment Task: MKT601  Executive Summary - Identity the main findings/key points of the report. The Executive Summary is not included in the word count of the assignment. Background to the company/product. Provide some background information on your choice of company. Identify the product/service that your report will focus on as well as the country of analysis. This means that your report should analyse one product or service in ONE country only. Situation Analysis. MKT601 Discuss the key macro environmental factors (Political, Economic, Socio-cultural, Technological, Environmental and Legal) that are impacting on the industry and company of your choice. Discuss the key microenvironmental factors (competitors, suppliers, distributors, customers, public, the company) that are impacting on your company/product/service. (Please ensure to include competitors in your report). SWOT Analysis - MKT601  ? SWOT Matrix which includes ? Strengths (Internal to the organization – company resources and competitive advantage compared to its competitors) ? Weaknesses (Internal to the organization – what the company does not possess in relation to competitors) ? Opportunities (Positive external elements of the macro and microenvironment) ? Threats (Negative external elements of the macro and microenvironment) Target Market and Positioning - MKT601 Identify your target market using a combination of geographic, demographic, psychographic and product/benefit variables. Identify how your product/service is positioned. You can include a positioning statement that includes recognition of the target market and point of difference/reason to believe. Include a positioning map to support your positioning statement. Ensure to include labels/factors that are based on research/logic. Don’t automatically use price and quality. Marketing Mix Analysis - MKT601 Analyse the current marketing mix of your product/service. Please note the below provides an overview of what to discuss within each variable. Product – discussion to include but not limited to quality, design, features, packaging, labeling, branding, PLC, product mix. MKT601 Price – identify the current pricing strategies used. Consider psychological pricing, product line pricing, promotional pricing, competitive pricing etc. Place – identify the current distribution strategies – types of distribution strategies, the intensity of distribution, vertical marketing systems. Promotion – consider which promotional tools the company/product currently uses (i.e. advertising, e-marketing, social media, personal selling, PR, sales promotion, etc) Physical Evidence – physical environment: atmosphere, lighting, décor, layout, store design, etc. Process – processes involved in delivering the service/product. MKT601 People–staff and salespeople that provide/deliver the customer experience.

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