Prepare a Marketing Analysis and Strategy based on The Key Concepts and Models - Management Assignment Help

Assignment Task:

Task:

Assignment Brief

"Based on an organisation of your choice, please prepare a marketing analysis and strategy based on the key concepts and models delivered in this module using the structure outlined below. This should clearly reflect the marketing concepts, tools and marketing mix: product, promotion, price, place, people, process and physical evidence as discussed in class. "

STRUCTURE OF ASSIGNMENT

1. Executive Summary — summarising points 2-5. (5%)

2. Organisation overview— for example provide an up-to-date critique of the organisation; a brief historical background of the organisation and its current marketing strategy, including an analysis of their micro and macro environment; competition; customers, and segmentation, targeting and positioning approach (20%)

3. Literature review - present the results of your critical literature review into current thinking on the concept of marketing in a digital world; clearly outline the difference between what the experts and current theory term `contemporary' and 'traditional' marketing. (15%)

4. Market Research – discuss and present findings from secondary and primary market research undertaken and outline your rationale for your chosen research method (15%) What you need to do to demonstrate achievement of learning.

5. 4.Marketing Mix (7ps) - The marketing mix is the combination of elements used by a business to enable it to meet the needs and expectations of customers. Outline and discuss the organisation's approach to the following elements of the marketing mix, (20%):

a. Product — the product and service portfolio

b. Promotion — pull or push communication strategy including choice of medium — digital and/or traditional

c. Price — i.e. premium, skimming, economy/value or penetrative pricing

d. Place — choice of distribution strategy

e. People – the people who make contact with customers in delivering the product or service

f. Process - the key systems and processes that deliver a product to a customer

g. Physical evidence - the elements of the physical environment that the customer experiences

6. Conclusions and Recommendations — Provide suggestions for change to enhance their current marketing strategy and to make it more effective. 15% 

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