Briefly describe a marketing problem currently facing your organisation. Examples include may be a supplier or distribution issue, a new product launch, re-branding activities, foreign market entry, pricing issue or new promotional campaign. Please ensure that you discuss this topic with your convenor.
Part B1: Prepare an Active SWOT analysis for the relevant business or business unit involved. You must use create a numeric driven Active SWOT. Do not simply provide a list of words for each element of the SWOT. The key to this section is to be able to draw a clear and logical link between elements in the SWOT components of the model and your proposed strategy in the Active sections of the model.
Part B2: Apply the “matching process” model to this situation, outlining the company objectives and capabilities, the customer needs and the marketing mix currently in place (or proposed) to match these two.
Part B3: Conduct a detailed segmentation analysis of the market using one or more of the standard segmentation bases. Higher marks will be awarded to those who meaningfully segment the market on bases of segmentation other than demographic. Clearly indicate the main segments in the market (minimum two segments but ideally more). Explain how each segment differs in terms of the marketing mix elements required to satisfy them.
Part B4: Prepare a marketing communication plan for this product, indicating the key objectives (related to influencing consumer decision making and purchase activity), the elements of the communication mix to be used, and the ways in which these elements should be integrated (Gantt Chart will help).
Part B5: Prepare a marketing research plan to assist with decision making on the problem identified in Part A. Outline the key objectives of the research, sample size and how the samples size will be selected why this sampling approach has been chosen, appropriate research techniques and indicate some specific questions to be addressed.
Part B6: Branding or brand repositioning. Discuss the current position for your brand and the desired new position for the brand. What brand strategy will you use to implement the new position? Note; it is critical that you correctly demonstrate your understanding of the positioning concept.
Part B7: Pricing strategy. Think about your current pricing strategy and prepare a pricing plan for your product range or for one product in particular. The pricing plan should discuss both short and long-term pricing strategies, with outcomes and justifications. Explain how your strategy will contribute to a sustainable competitive advantage and not simply be copied by your competitors in the short term.
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