Critically analyse the value preposition of the companys product/service for the selected segment(s).

Words: 40
Pages: 1
Subject: Uncategorized

Total of 2 assessments, the second one is a continuation of the first one, so the choice of company on the first will be further investigated on the second paper.

Coursework 1 and 2 to be completed in separate documents with their relevant references included in each word file.
Grading criteria for 1&2 can be found in the attachment section.

Assessment 1 – maximum 2000 words
Assessment 2 – maximum 3000 words

Assessment 1:
In your report you critically evaluate the current marketing strategy of the company, drawing on the environmental analysis and based on theoretical frameworks and available data. You critically analyze the current role of innovative marketing within the organisation. Academic literature as well as industry related resources must be used. The structure of the report and weight of sections in the overall grade are outlined below.

1. Introduction
Introduce the organisation, history (if applicable), and product or service that you will write about. Briefly introduce the goals and scope of your report.

2. Consumer behaviour and decision-making
Identify the customer segment(s) of the organisation and analyse their purchasing behaviour.
Critically analyse the value preposition of the companys product/service for the selected
segment(s).
Assess how the organisation currently positions itself within its target market (use the suitable tool).

3. Marketing audit
Critically analyse the macro environment using suitable analysis tools.
Evaluate the microenvironment, applying appropriate framework/model.
What factors and trends are most relevant for the organisation, and why? Which are likely to
pose threats / offer opportunities?
Critically analyse the relevant marketing activities of the selected organisation.
Summarise the results of the audit with an appropriate tool (e.g. SWOT, TOWS analysis.

4. Presentation
Harvard style referencing must be correct throughout, including in-text citations and the references in the Reference list. Formatting, grammar, vocabulary, terminology is of high standard.

Assessment 2:
For the organisation you used in CW1 you will develop a Marketing plan that contributes towards achieving strategic organisational objectives. The Marketing plan should make use of various strategy models and discuss the implementation and evaluation of marketing frameworks and tools. In your Marketing plan you should show that it:

Supports the organisational objectives.
Demonstrates understanding of the stakeholder needs
Is in line with the marketing objective(s)
Shows consideration of external and internal environment identified in CW1.

Section 1: Introduction, Audit & Objectives
Introduce the organisation, products/services and main market(s) using the CW1 information. Outline the scope of the report. Discuss the SMART marketing objectives for the organisation to demonstrate how these objectives will sustain/improve the success of the organisation and how they meet the stakeholders expectations.

Section 2: Strategies for Growth
Application of the strategic models (e.g. BCG matrix, the Ansoff Matrix / Porters Generic Strategies etc.) will enable you to identify areas of risk and growth within the organisation and possible strategic directions.

Section 3: The Marketing Mix
This is your opportunity to explore the 4Ps, or 7Ps, as you currently see them. You can suggest changes to any or all of the components, if these would help to achieve the objectives you have set in Section 1. Remember that the marketing objectives should be in line with the chosen marketing strategy, so refer to the targeting of the company, as well as its positioning, to support your arguments.

Section 4: Communications and marketing tactics
Explore the communications mix and how this is already used and make suggestions for future marketing planning. You will discuss the importance of marketing analysis and make recommendations for further communications.

Section 5: Implementation and evaluation
Develop the implementation plan with the focus on communication mix for the successful implementation of the marketing plan.
Develop an evaluation to measure the successful implementation of marketing plan framework based on the identification of KPIs and methods.
The report needs to be well-presented and well-structured, with good vocabulary and grammar. Citing sources of concepts/theories/models is essential. When you first introduce them, you should also briefly explain their purpose and meaning this can be done via the citation of an academic source (a book or a journal article, or a report). All citations should feature at the end of your work as a List of references.

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