Contemporary Marketing Theory Report Writing – Management Assignment Help

Assignment Task

Task

Assessment Task

Write a report. Analyse the current market for a product (good or service) of an organisation (brand) of your choice. Use secondary (desktop) data and appropriate frameworks. Summarise relevant environmental factors in a SWOT to identify significant trends and issues impacting the organisation (brand), and selected product (good or service). Segment the market and justify the approach used. Select a target market segment and justify the selection. Based on this analysis, recommend how to position the product in the market.

Learning Outcomes:

1. Demonstrate an advanced understanding of contemporary marketing theory and practice. (LO#1)

2. Evaluate marketing concepts and organisational issues to make evidence-based decisions on creating value for customers. (LO#2)

3. Communicate marketing knowledge, skills and ideas to others in writing clearly, persuasively and credibly. (LO#4)

Requirements:

In creating value for customers in order to capture value from customers in return, marketers engage in a marketing process that is both strategic and tactical. In the two assessments for this subject, you will be linking marketing management theories to practice by assuming the role of a Marketing Manager in conducting a market situation analysis to understand the marketplace and customer needs and wants, designing a customer value-driven marketing strategy and constructing an integrated marketing program that delivers superior value for customers of a product (good or service) of your choosing.

Across the first and capstone assessments, you will write two reports that address different stages of the marketing process. Both reports will require you to discuss marketing theories, collect and analyse secondary (desktop) data and make recommendations based on the data.

In the first assessment report, you are required to identify one product (good or service) of an organisation (brand) of your choice. You will also use the same product (good or service) in your capstone assessment. We suggest you choose a product (good or service) of your organisation of employment. However, this is not a requirement.

In your first assessment:

1. Start by providing adequate context for the organisation (brand) and selected product (good or service) that you have chosen to focus on.

2. Analyse the current market situation, considering relevant external (macro-) and internal (micro-) environmental factors using 5C Analysis or Porter’s Five Forces. Summarise relevant environmental factors in a SWOT to identify significant trends and issues impacting the organisation (brand) and, more specifically, impacting the selected product (good or service).

3. Analyse how the market for the selected product (good or service) could be segmented. Justify your approach based on relevant criteria for effectiveness.

4. Provide justified recommendations for the selection of a target market segment that will be the focus of your capstone assessment.

5. Based on the market situation analysis and recommended target market segment, provide a recommended positioning for the product (good or service) (hint: utilise the Elements of Value pyramid to aid your positioning).

6. While discussing targeting OR positioning ensure that the following article has been used adequately to support your discussion:

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