The Assessment 1. Select a new offering a product or a service that has been internally developed and subsequently introduced by your organisation or any other organisation in the U.K., E.U., U.S. or other country market at some point during the calendar years 2017-2018. Make your selections of product/service, brand, and market to enable you to best demonstrate your knowledge. After stating your choices, define and describe the overall market for the offering, including the most appropriate bases for segmentation of the market and some likely key success factors for organisations competing in the market. (15%) 2. 3. Fully describe the organisation’s marketing strategy for the offering, including how it and associated brand are positioned in the overall market. (30%) 4. Carefully analyse and critique your organisation’s offerings marketing strategy. Comment on the product’s apparent success relative to the organisation’s strategic marketing objectives, strengths, and weaknesses. Emphasising the most important aspects facing the organisation now and in the future given the organisations performance and market competition, analyse what important changes in the organisations environment might occur in the future and the implications for the offerings marketing strategy. Comment on the likelihood of the offering’s future success (i.e., success over the next three-to-five years) and provide recommendations for feasible new marketing strategy initiative(s) to support the offerings future success. (50%) In all instances, references to multiple credible sources, rather than pure, unsubstantiated opinion or marketing hype, will provide the strongest level of support for and credibility to the assumptions, arguments, analyses, justifications, and conclusions you will be making in your assessment. Other Requirements Refer appropriately to marketing strategy concepts, models, etc. covered in the module and other materials to support your assessment and demonstrate your understanding, knowledge, and ability to integrate the concepts in a practical setting. Word Limit: 3500 words. Word count: Provide a word count at the top of your document. The word limit is excluding headings, tables, figures, footnotes, references, and appendix. Spelling and grammar: Check your document for spelling and grammar. Sources: All sources used in the assignment including personal contacts, text, journals, magazines, newspapers, etc., must be referenced in your essay and a properly formatted list of references must follow your essay. Your reference list is not included in the word count. Material covered in the module to be used during the writting: – Market analysis (externel and internal) – Day and Wensley framework for diagnosis – ‘Notes on Modelling Competitive Behaviour in Markets’ by Wensley – Defence strategies – The concepts of the four Ps – product, price, promotion and place – Competitive advantages – Growth strategies – Role of price and pricing decisions – Business Strategy four dimensions tab (Aaker & McLoughlin 2007) – Porter’s 5 forces analysis – SWOT analysis – Market Customer Analysis – Competitor analysis -Micro and Macroenvironmental forces Please make sure that you used most or part of the frameworks given above Books: Kotler, P.; Armstrong, G.; Harris, L.C. and Piercy, N. (2017) Principles of Marketing, European Edition (7th edn)
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