MMK368: Market Analysis - Business Marketing Assessment Answer

Internal Code: D_BJ_DFBB_BCH Subject Code: MMK368

Business Marketing Assessment Answer

ASSIGNMENT 1 – MARKET ANALYSIS TASK You are to prepare a Market Analysis for pallet film wrapping in the soft drink industry for the country being examined. Your market analysis should focus on the identification, interpretation, and presentation of information and data from PASSPORT relevant to your market segmentation. The analysis should demonstrate a clear understanding of market analysis through the application of relevant business-to-business market segmentation concepts and processes. Your Market Analysis will contribute to subsequent development of a coherent business-to-business Marketing Plan (Assignment 2). In your Market Analysis you will need to apply the concepts drawn primarily from Chapters 1 to 4 of the text book. You will need to be selective in the level of detail that you provide in your report. You will need to apply concepts and processes from the textbook – but do not repeat the textbook. Assume the reader is familiar with the concepts you are applying. In many places you will need to make reasonable assumptions about APMC and the market you are entering. You must state your assumptions and justify them. The following is required as part of your Market Analysis: Segmenting the Business Market – Please also refer to the rubric at the end of this document Mandatory requirements: 1. You must submit a Market Analysis (report) to the assignment drop box. 2. You must submit also submit the excel files you used to prepare your Market Analysis to the same assignment drop box. 3. You need to present historic data and forecasts for the soft drink market in the country of your choice. How to select your country is outlined in the “MMK368 2019 T1 Assessment 1 Market Analysis: Background to the Task” document and in the Seminar for Week 1. 4. You are required to segment the soft drink market and clearly identify at least three potential segments for APMC to target so that APMC can generate a viable business in the country you selected. Having identified at least three segments (target markets), you are required to clearly identify, evaluate, and justify them as potential target markets for APMC. 6. You need to select information about the segments APMC should target. This market information will be sourced from PASSPORT. 7. You need to evaluate and justify your choice of the segments APMC will target and to present the market analysis at a high level. 8. You need to demonstrate an understanding and application of the following concepts in your Market Analysis:

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