Using academic sources such as text books and journal articles as well as business sources, you should choose a company and critically evaluate the following: a) segmentation/targeting/positioning strategy of this organisation b) how this organisation has applied marketing practices such as the 4Ps, from the viewpoint of the new consumer You should not select a company where you are employed full time or part time or as a consultant. Criteria: 1. Examination of key marketing concepts and terminology (marketing concept, segmentation/targeting/positioning, 4 Ps, new consumer, contemporary marketing, etc) using relevant academic theories and models (30 marks). 2. Quality and depth of research (30 marks) 3. Relevance of the answer in regards to the chosen organisation and country of choice (25 marks)). 4. Presentation (coherence, cohesion, grammar, spelling, referencing) (15 marks). Your report should be in a formal report style with headings and sub headings. In order to answer the question you need to use graphs, charts, tables and figures to support your discussion. Please insert charts, figures, models & diagrams next to the relevant text and cite it in the text (e.g. Table 1, Graph 1, etc.). Also, ensure that all graphs have a title and X & Y axes are correctly labelled. You have the option using an appendix for additional material with a maximum of 500 words. This section is for background material only. Tables, graphs and charts are not counted as part of your word count and they should be located within the main body of your report. In the literature to support your report you will need to have at least 20 sources in order to answer the question in a satisfactory manner. These must include academic journals, market reports, sector reports etc. This assessment has a weighting on 50% of marks for this module.
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