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Critically evaluate and analyze real marketing problems

Assignment Help Marketing Management
Reference no: EM133818181 , Length: 2000 Words

Marketing Management

Purpose of the assessment

This assignment requires your group to undertake the process of analysing ONE product or service and its operating environments from a marketing perspective. And then apply the learning from lecture 1-10 in the development of a marketing strategy.

Your group will provide an overview of this product or service, as well as detail the type of orientation towards marketing that is necessary. Your group is also required to examine and analyse the context and environments in which this product/service operates, its industry and the macro-environmental forces impacting on the industry.

Learning outcome 1: Demonstrate concepts & principles underpinning marketing discipline as key organizational & managerial philosophy,

Learning outcome 2. Critically evaluate & analyze real marketing problems & apply techniques & use structures to develop innovative solutions,

Learning outcome 3. Analyze & use resources to develop & implement a marketing plan in a contemporary organization, and

Learning outcome 4. Communicate marketing knowledge & concepts in written contexts. Note that oral is optional as instructed by your lecturer.

Assessment Writing Process

An effective way to help students learn about marketing management is through the development of an actual marketing plan for a specific product or service. This group assignment is designed to help you accomplish such a task.

Students will self-enrol in a group of (4) four. Please see instructions to join a group on Blackboard.

Each group will decide on which product or service they wish to explore. It has to be an innovative product or service which has been in the market for a maximum of (3) three years. You can discuss with your lecturer about the product/service that you want to select.

Step 1. Decide on a specific product or service

Step 2. Research and write up your assignment, starting with the official Cover Page, using the following structure

1. Name of product or service - be specific.
2. Brief introduction of the benefits to be derived from the use of this product or service.
3. Identification of two main competitors - include a ‘Positioning Grid'.
4. Identify the ‘Target Market' for your product or service - state clearly and specifically.
5. Segmentation analysis - indicate how your target market is justified by an analysis of the segmentation variables.
6. Construct a ‘Positioning Statement' - ensure this has been correctly constructed
7. Product - explain the core, actual, and augmented product and its function, features and benefits. For services, elaborate on aspects of tangibility, production and consumption.
8. Pricing Policy - identify the method that has been, or should be, used to create the price point(s) and what variations could be available to the customer.
9. Promotion Policy - include the ‘integrated marketing communications mix' by considering the relevant media. Students often tend to concentrate on social media. Note you are required to consider at least two other forms as well. Hire Best Homework Experts Now!

10. Distribution Policy - explain how the product or service will be available for purchase and ‘delivered'.

Make extensive use of the models and diagrams and theories taught in class at Homes Institute. You may utilise up to five external references to support your answer, which must be correctly referenced. Ensure that you submit ONE single document consisting of the official cover page, your report in the correct structure, your Appendix, and a Reference List.

Use this structure for your Appendix, indicating which members of your group worked on each section of your report

3. Identification of two main Competitors and Positioning Grid

4. Identify and explain Target Market

5. Segmentation Analysis - state how target market is justified, "why" have you chosen this market?

6. Positioning Statement

7. Product, discuss the performance, function, features

8. Pricing Policy, discuss the thinking that has gone into determining the price

9. Promotion Policy, what is the media that you believe should be used apart from social media

10. Distribution Policy, explain how the product or service is distributed.

Reference no: EM133818181

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