There are five sections of this report; 

1.Provide a situation analysis of the industry background including size, growth and structure, and identify the major competitors and their market shares. In your answer, the use of models as explained in Lecture 3 (BCG and Ansoff) should also be included. It is advisable that students actually look at the products: see who is buying them and look at their 4P’s before starting their assignment. Students are to use the 5C’ approach in their analysis. 

a.A review of the marketing macro environment and the forces that shape it in the industry selected.  You will need to examine each macro factor and identify the opportunities and threats it presents to marketers. Each factor will have at least two references explaining it.

2.Discuss the level of involvement for your primary and secondary segment are likely to have towards your organisation in terms of the decision making. In other words, perform a consumer audit on each of the segments. Your answers can be put in a table in your appendix, but an explanation for both segment should also be included in the main body.  Students are expected to include an explanation of both the internal and external influences affecting the buying behaviour of each segments. 

a.Complete a buyer decision process for the segments under investigation.

3.Once you have an understanding of the marketing factors impacting on the particular industry, you will need to analyse their segmentation methods.  Clearly explain why segmentation has been applied to your selected industry for the two segments (target markets). In your explanation include 3 demographics, 2 behavioural, 2 geographic and 1 psychographics variable and explain why in your report.  Discuss the different strategies used by the company in each of the segments.  

4.At the end of this, a positioning map (Labelled) explaining the strategy suggested and the variables used (not quality and price). The student should seek to explain any USP or competitive advantages the company possess which has enabled them to enter the segments you have previously identified.

5.Recommendation – what should the industry concentrate on in the future. This answer should be based on your analysis as described above. 

There should be ample evidence of research and preparation (A minimum of 15 references and citations should be included in the bibliography).  Marketing texts will provide you wish a good basis for the theory, whilst industry reports, newspapers, magazines and company websites will provide you with specific examples.  No use of Wikapedia, MBA.com or equivalent to be used in the report. There will be consequences if they are included in terms of mark reductions. 

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