Evaluate marketing concepts and organisational issues

Assignment Help Marketing Management

Reference no: EM133475879

Assessment: Integrated marketing plan oral presentation

You will review the current market situation for one product (good or service) of your chosen organisation (brand). You will also use the same product (good or service) in Assessment 2. In this assessment, you will present a written document summarising a situational analysis of your selected case organisation. Then, make an oral presentation of market segmentation, targeting and positioning for your product and provide justified recommendations.

Learning Outcome 1: Demonstrate an advanced understanding of contemporary marketing theory and practice.

Learning Outcome 2: Evaluate marketing concepts and organisational issues to make evidence-based decisions on creating value for customers.

Learning Outcome 3: Communicate marketing knowledge, skills, and ideas to others in writing clearly, persuasively, and credibly.

Task

In creating, communicating, and delivering a value offering, Marketing Managers engage in a marketing planning process that is both strategic and tactical. In the assessments for this subject, we will link marketing management theories to practice by assuming the role of a Marketing Manager. You will:

1. conducting a market situation analysis,

2. performing secondary (desktop) market research

3. establishing goals and objectives, and

4. developing recommendations for marketing strategies and tactics for a product (good or service) of your choosing.
Choose one product (good or service) of an organisation (brand) of your choice. We suggest using your own organisation, but you can choose any other. You will use the same product (good or service) in assessment 2.

Both assessments are linked. In assessment 2, you will identify gaps and recommend improvements based on your marketing mix analysis using the 7Ps. In assessment 2, you will investigate how your marketing plan aligns with a customer persona. In both assessments, you will:

discuss marketing theories
collect and analyse secondary (desktop) data and
make recommendations based on the data.

Procedure

Part A - Supporting document: Current market situation overview (1000 words)
Research and critically review the current market situation for a product (good or service) using the marketing management theories discussed in Modules 1-3.

1. Provide an overview and background context for your selected organisation (brand) and identified product (good or service)
2. Write a brief justification of the framework you used (for example, a framework such as 5Cs)
3. Discuss relevant external and internal environmental factors using the framework.
4. Summarise the internal and external factors using a SWOT analysis to identify trends and issues impacting the organisation and, more specifically, the selected product (good or service) and relevant stakeholders, collaborators and/or competitors.

Part B - Oral Presentation

1. Introduce the selected organisation (brand) and identified product (good or service) and identify the purpose of the presentation.

2. Briefly recap the market situation analysis by summarising the SWOT and its key trends/issues identified in Part A (i.e., the findings)

3. Discuss how the market for the selected product (good or service) can be segmented, justifying your approach to segmentation based on relevant criteria for effectiveness.

4. Provide justified recommendations for selecting a target market segment that will be the focus for assessment 2.

5. Based on the market situation analysis and recommended target market, provide the recommended positioning of the company (hint: utilise the elements of the value pyramid to aid your positioning as well as a perceptual map).

Referencing is Australian Harvard

Reference no: EM133475879

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