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MRKT621 Marketing Management

tag 0 Download 7 Pages / 1,501 Words tag 26-09-2021
  • Course Code: MRKT621
  • University: University Canada West
    icon is not sponsored or endorsed by this college or university

  • Country: Canada



In this assignment you are being asked to:

  • Conduct an external analysis of the market in which Aroma Espresso Bar competes and report your findings. This analysis must comprise 4 parts: A) Name the broad-product market in which the Aroma Espresso Bar competes and comment on the characteristics of this market. B) Comment on the broad environmental factors influencing future market health. C) Identify two key competititors for Aroma Espresso Bar and briefly comment on their competitive strategies. D) Describe a segmentation model for the broad product-market in which TBC BRAND competes (the narrow product-markets (submarkets) within this broad product-market). Your answer should identify qualifying and determining dimensions for each submarket, and be in the form of a table similar to Exhibit 4-12: Segmenting the Broad Product-Market for Motel Guests in a Large Urban Area in the article in the course kit: Focusing Marketing Strategy With Segmentation and Positioning.
  • Conduct a thorough internal analysis of how Aroma Espresso Bar competes within this market and report your findings. Your commentary should convey an understanding of the following aspects (if the information is publicly available or these aspects are observable): Aroma Espresso Bar heritage, mission, vision, values, key leadership, culture, core capabilities (assets and competencies) value proposition and marketing mix (a detailed review of its product, pricing, place, promotion and people strategies)
  • Infer Aroma Espresso Bar’s strategic platform (Brand Purpose and Brand Identity) from your internal analysis of this brand. Use the formats, “Aroma Espresso Bar exists…” and Aaker’s Brand Identity. (See examples in lecture notes and in the Aaker text)
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Total 7 pages

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